CRM Enabled Sales and
Marketing Alignment
Simon Knight
The language of misalignment
SEO
Commission
Up sell
Targets
Gate keeper
X sell
Reason to call
Page views
Downloads
Retention
PIPELINE
Compelling events
Consultative selling
Open rate
REVENUE
Win rate
Uplift
Accelerators
Campaign
Leads
Proposition
CTA
Conversion rate
The most significant consequences
of mis-alignment
Leads not fully nurtured
60%
Wasted time
53%
Inefficient budget allocation
41%
Inconsistent brand message
31%
Internal tensions
29%
Effort duplication
28%
Customer dissastisfaction
Other
No major consequences
Base: 68 B2B client-side marketers
21%
9%
6%
The Insight continuum
Right Proposition
Right Target
Right Leads
Right Time
Macro Insight
Right Tools
Insight continuum
Micro Insight
Integrated, real time CRM insight
Clean data
Integrated, real time CRM insight
Webform
Company Profile
Family tree
Integrated, real time CRM insight
Decision Makers
News
Industry, company
and social data
Integrated, real time CRM insight
New contacts
Prospects Lists
Family tree
Look A Like
Redefining the sales and
marketing relationship
Before
 Leads ignored
 Difficult for marketing to justify new activities
 Separate planning process, objectives and metrics
 Blame, frustration
 CRM seen as sales management tool
 Low adoption and ROI of CRM
 Not enough trust and insight in CRM data
 Lots of time taken to input & manage data OR
 Duplicates, incomplete and inaccurate data
 Impact on revenue
Redefining the sales and
marketing relationship
After
 Aligned metrics and processes
 Efficiency
 Responsiveness
 Inter and intra functional value
 CRM Adoption
 Cooperation & collaboration
 Insight based decision making
 Increased win rates
How it drives a business
Grew 5.4 points more than their competition
Closed 38% more proposals
Lost 36% fewer customers
Marketing contributed at least 24% of the revenue opportunities
Marketing was compensated, in part, on the conversion rate
of proposals (deals won).
MarketingProfs and MathMarketing benchmarking study of 1,400 professionals in 84 countries
Key takeaways
✓ Alignment is not an option
✓ Marketing can be agents of change
✓ No magic bullet but it is achievable
✓ Insight is overlooked in alignment
✓ CRM can underpin more effective collaboration
Questions?
knights1@dnb.com
@DnB_Simon
www.dnb.co.uk/marketing
Come and see us on Stand 3