1. CRM Database Marketing Benchmarking Report

2. Background My organization - WTCI Access to ACT! Database Account manager example

3. Objectives Improve WTCI’s database application and increase maturity level o 3 maturity levels: data capture, reactive, pro-active Use database benchmarking to answer the following: o Where are we? o Where do we want to be? o How do we get there?

4. Marketing Financial Operational Information Management Technology Gap Analysis Review

5. Pro-active level Highly strategic, futuristic vision, adjusts before challenges occur Reactive Level Has capabilities to overcome challenges, “steering through traffic,” lacks overall pro-active approach Data Capture Level Simple and basic, mainly capture and record customer data Maturity Levels “key”

6. Operational: High capability for integration change Information Management: Low customer churn Information Management: Low customer churn Technology: Customized interactive design Financial: Likelihood of new business revenue Marketing: Customer communication knowledge Operational: Capability to have functional integration Information Management: Somewhat routine programming Technology: Analytical orientation Marketing : Low response recording Marketing: Little customer service recording Operational: Sales/marketing/services Integration Technology: Database staff support minimal Maturity Level Status

7. Findings Reactive level in most areas Marketing has lowest database maturity level Many issues are internal

8. Bridging the Gap Bring to strategy session – must be organizational priority More tech training Department meetings and implementation Quarterly progress updates