Armin

Fixing our CRM data hygiene should be a top leadership priority to drive sales productivity and revenue growth. However, for many B2B environments particularly in Manufacturing and Wholesale, there’s often a big disconnect between strategy and execution. Companies spend a disproportionate time and investment on market research studies to understand their buyer archetypes and personas, only to stop at great Power Points, executive updates and cross-functional pontifications.

Meanwhile, the CRM systems are plagued by outdated and missing data and no value- or needs-based segmentation information, which lays the foundation for automated lead scoring or prescriptive capabilities like upsell, cross-sell or churn mitigation.

Now is the time to act and start treating our holistic CRM data with the attention and priority it deserves!

Most analytics transformation efforts do not deliver a positive ROI for the enterprise even after several years. CEOs and their boards know they need to execute an AI-led differentiation strategy to either future-proof themselves, address an existential risk in the marketplace, or simply to make some operational improvements to their business. Yet, according to most estimates, 75-90% of digital transformations fail and less than 1 in 5 companies have fully extracted value out of their analytics journey. Most organizations fail on the last-mile delivery – in other words, front-line employees and decision-makers are not using the analytics tools and processes as intended, or not using at all.
Over the last decade of leading analytics teams, I have succeeded and failed many times. Below are five lessons learned from these experiences. I hope it can serve as a helpful 10K foot roadmap for nascent or aspiring analytics leaders or seasoned business executives who want to build a sustainable practice that adds real, quantifiable value for their company and its customers.