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The B2B Data Activation Priority

Forrester Research surveyed over 500 B2B data strategy and management decision makers to discover their biggest challenges and what they are doing to overcome obstacles on their path to data activation.

Investments into CRM software are not paying off for companies who continue to foster data silos. Learn how impactful the right database management system can be for companies. See how companies are connecting disparate data silos with enterprise data management systems, and how this is driving business growth for them.

Review examples of companies who are seeing huge benefits from bringing disparate information together. See how integrating customer data into marketing and sales can drive profitable, fact based decisions in customer acquisition and targeted marketing.

Don't get left behind, see how implementing the right B2B data management strategy can improve your CRM system. For more information about how Dun & Bradstreet can help connect customer, marketing, and sales data, check out D&B Direct for Marketing:

Get more information about the Forrester Research on The B2B Data Activation Priority here:

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The B2B Data Activation Priority

  2. 2. INVESTMENT IN CRM IS GROWING By the end of 2017, CRM software revenues overtook database management systems to become the largest of all software markets. $40 CRM SOFTWARE REVENUE FORECAST BY 2018* $80 PROJECTED CRM REVENUES BY 2025** B B *Gartner, Inc., 4/17 **Grand View Research, 4/17
  3. 3. BUT CHALLENGES REMAIN 72% SAY THAT MANAGING MULTIPLE CRM SYSTEMS ACROSS GEOGRAPHIES/ TECHNOLOGY SILOS IS CHALLENGING* Data typically resides in multiple, disparate databases, and it’s often inconsistent and poorly organized. *Forrester Consulting on behalf of Dun & Bradstreet, 5/18 OF COMPANIES
  4. 4. 2/3 Enterprises try to glean insights from data that’s trapped in the silos that exist across business units, organizational functions, and CRM systems. Unfortunately, silos have made it hard to manage and analyze enterprise-wide data. 69%80% SILOS ARE ALL TOO COMMON ARE UNABLE TO PROVIDE A COMPREHENSIVE, SINGLE CUSTOMER VIEW REPORT HIGH OR MODERATE DEGREES OF DATA SILOS EXPEREINCE SOME DEGREE OF SHADOW (OR ROGUE) DATA DEPOSITORIES *Big Data Insights and Opportunities, CompTIA, 9/14
  5. 5. 284 More often than not, the overwhelming volume and velocity of data creates chaos instead of opportunity. Just think about the inherent pace of change in business today. IN THE NEXT 60 SECONDS*… 429 211 DATA IS ALWAYS IN FLUX BUSINESS TELEPHONE NUMBERS WILL CHANGE BUSINESSES WILL MOVE CHIEF EXECUTIVE OFFICER OR OWNER CHANGES WILL OCCUR *Dun & Bradstreet, based on 8 hour business work day 5/18
  6. 6. Unfortunately, silos have made it hard to manage and analyze enterprise-wide data, making it difficult to identify the type of valuable opportunities that spark growth. DATA OVERLOAD CREATES CHAOS SAY THAT MANAGING THE VOLUME & VELOCITY OF DATA IS CHALLENGING* 82%OF COMPANIES *Forrester Consulting on behalf of Dun & Bradstreet, 5/18
  7. 7. ONLY HALF OF DECISIONS BASED ON DATA B2B marketers and sellers are basing decisions on intuition or personal/company experience, rather than on quantitative information and analysis. 48 USE INTUITION OVER DATA TO GUIDE THEIR DECISIONS*% OF COMPANIES *Forrester Consulting on behalf of Dun & Bradstreet, 5/18
  8. 8. DATA & ANALYTICS IS THE #1 PRIORITY Increasing the use of data and analytics is the No. 1 marketing and sales priority over the next 12 months. 82% OF COMPANIES BELIEVE IT’S A PRIORITY, WITH 22% SAYING IT’S CRITICAL* *Forrester Consulting on behalf of Dun & Bradstreet, 5/18
  9. 9. FIRMS NEED DATA THEY CAN TRUST 49% OF COMPANIES SAY THEY ARE EFFECTIVE AT PROVIDING COMPLETE AND ACCURATE DATA* A little under half of B2B marketers and sellers said their organization was effective at providing customer data they can fully trust to be complete and accurate. *Forrester Consulting on behalf of Dun & Bradstreet, 5/18
  10. 10. LEADERS SEE BETTER OUTCOMES Data activation leaders — those with above-average scores across the 15 competency areas in the survey — report increases for sales, marketing, and customer metrics. *Forrester Consulting on behalf of Dun & Bradstreet, 5/18 73 REPORT FASTER SALES SPEED CYCLE 73 REPORT HIGHER RETURN ON MARKETING SPEND 77 REPORT INCREASES IN CUSTOMER LOYALTY/ RETENTION % % %
  11. 11. 5 STEPS TO ACTIVATE DATA 1. Employ a Data Evangelist 2. Institute Common Data Standards 3. Make Data Accessible in Real-Time 4. Embrace Advanced Analytics 5.Work With Trusted,Third-Party Partners
  12. 12. ABOUT DUN & BRADSTREET Dun & Bradstreet (NYSE: DNB) grows the most valuable relationships in business. By uncovering truth and meaning from data, we connect our customers with the prospects, suppliers, clients and partners that matter most, and have since 1841. Nearly ninety percent of the Fortune 500, and companies of every size around the world, rely on our data, insights and analytics. For more about Dun & Bradstreet, visit Twitter: @DnBUS © Dun & Bradstreet, Inc. 2018. All rights reserved. While challenges with data management, insight sharing, and actionable insight development are common problems that all respondents identified with, a portion of them – the companies more likely to describe their firms as effective across key people, process, and technology considerations – report better outcomes than the rest. These data-activation leaders say they’re good at using their data to make decisions, such as accurately attributing campaign success or personalizing experiences. They are also more likely to report increases across key marketing, sales, and customer metrics, such as sales cycle speed, return on marketing spend, and customer loyalty. Visit to gain an in-depth summary of what data activation leaders are doing to reap the benefits from their data strategy.