Is Your CRM 360-Degree View Costing You Revenue?

The promise of a complete customer view sounds attractive with improved understanding, higher quality engagement, and increased sales. But is the reality living up to the promise, and is your CRM actually costing your business revenue? During this session, we discussed how to get an accurate customer picture and access the data you need, at the right time, in the right context.

Transcript

1. Is Your CRM 360-
   Degree View Costing
   You Revenue?
   

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2. © 2021 SugarCRM Inc. All rights reserved.
   Presenters
   2
   SARITA KINCAID
   Sr. Director, Analyst Relations
   SugarCRM
   sarita.kincaid
   @sugarcrm.com
   DAVID CAMPBELL
   VP, Product Marketing
   SugarCRM
   dcampbell
   @sugarcrm.com
   NICOLE FRANCE
   VP & Principal Analyst
   Constellation Research
   nicole
   @constellationr.com
   SARAH FRIEDLANDER G.
   Director, Content Marketing
   SugarCRM
   sarah.friedlander
   @sugarcrm.com
   

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3. © 2021 SugarCRM Inc. All rights reserved.
   Poll Question #1
   How confident are you that your
   CRM has a 360-degree view?
   3
   

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4. © 2021 SugarCRM Inc. All rights reserved.
   How confident are you that your
   CRM has a 360-degree view?
   • Yes, we’ve got it nailed!
   • No, we’re trying but haven’t managed it yet.
   • We’re not even sure what this looks like.
   4
   

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5. © 2021 SugarCRM Inc. All rights reserved.
   • How the Quest for a 360-degree View Can
   Actually Be an Inhibitor to Success
   • 360-degree vs Holistic View
   • The Role of Context in the Customer View
   • Leveraging Artificial Intelligence (AI) to
   Improve Data Quality
   • Setting Up Your Company for CX Success
   • Open Q&A
   Agenda
   5
   

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6. © 2021 SugarCRM Inc. All rights reserved.
   How the Quest for a
   360-View Can Actually
   Be An Inhibitor to Success
   6
   

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7. © 2021 SugarCRM Inc. All rights reserved.
   Source: SugarCRM 2021 CRM and Sales Impact Report
   The State of CRM:
   Lost Revenue
   7
   Percentage who agree:
   “Failings of my organization’s CRM
   system are costing my organization
   lost revenue.”
   

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8. © 2021 SugarCRM Inc. All rights reserved.
   Source: SugarCRM 2021 CRM and Sales Impact Report
   The State of CRM:
   Yearly Cost of Churn to Mid-Market Companies
   8
   

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9. © 2021 SugarCRM Inc. All rights reserved.
   Source: SugarCRM 2021 CRM and Sales Impact Report
   The State of CRM:
   Customer Data is Incomplete,
   Out of Date, or Inaccurate
   9
   

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10. © 2021 SugarCRM Inc. All rights reserved.
    360-Degree
    vs
    Holistic View
    11
    

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11. © 2021 SugarCRM Inc. All rights reserved.
    Let’s Talk
    About Rainbows
    © 2010-2021 Constellation Research, Inc. All rights reserved.
    12
    Image Source: Shutterstock, Aluca69
    

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12. © 2021 SugarCRM Inc. All rights reserved.
    Image: NASA
    13 © 2010-2021 Constellation Research, Inc. All rights reserved.
    13
    Image Source: NASA Research
    

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13. © 2021 SugarCRM Inc. All rights reserved.
    The Role of Context in
    the Customer View
    14
    

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14. © 2010-2020 Constellation Research, Inc. All rights
    reserved.
    Anybody know what this is?
    © 2010-2019 Constellation Research, Inc. All rights
    reserved.
    What is this?
    © 2010-2021 Constellation Research, Inc. All rights reserved.
    15
    

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15. © 2010-2020 Constellation Research, Inc. All rights
    reserved.
    © 2010-2021 Constellation Research, Inc. All rights reserved.
    16
    Image Source: Grace Manufacturing/Microplane
    

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16. © 2021 SugarCRM Inc. All rights reserved.
    What is Context?
    17
    Role
    Sales Rep
    CSR
    Marketer
    Finance
    Activity
    Forecasting
    Case
    Resolution
    Demand
    Gen
    Compliance
    View
    Funnel
    Case
    Segment
    Strategy
    

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17. © 2021 SugarCRM Inc. All rights reserved.
    Presenting CRM data in contextual-based
    views can be accomplished through:
    Enhancing Contextual Data
    18
    Role/Team -
    Specific
    Apps/Views
    Automated
    Workflows
    Data
    Filters
    Data
    Charts
    

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18. © 2021 SugarCRM Inc. All rights reserved.
    Source: Constellation Research
    Workplaces that Span
    Processes Provide Context
    19 © 2010-2021 Constellation Research, Inc. All rights reserved.
    

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19. © 2021 SugarCRM Inc. All rights reserved.
    Poll Question #2
    Do you look to AI as a useful tool?
    20
    

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20. © 2021 SugarCRM Inc. All rights reserved.
    Do you look to AI
    as a useful tool?
    • Yes, we are already seeing value from it.
    • Yes, but not exactly sure how or where.
    • Now, I think it’s all hype.
    • Maybe, but I’m not sure I understand it.
    21
    

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21. © 2021 SugarCRM Inc. All rights reserved.
    Leveraging
    Artificial Intelligence (AI)
    to Improve Data Quality
    22
    

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22. © 2021 SugarCRM Inc. All rights reserved.
    Source: SugarCRM 2021 CRM and Sales Impact Report
    88% of Sales Leaders Expect
    to Increase the Use of AI
    23
    

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23. © 2021 SugarCRM Inc. All rights reserved.
    • Social Listening
    • Customer Segmentation
    • Signal Analysis
    • SEO and Ad Placement
    • Content Personalization
    • Lead Scoring
    AI and ML Capabilities Infuse
    Marketing, Sales and Support
    24 © 2010-2021 Constellation Research, Inc. All rights reserved.
    Marketing
    • Email Data Capture
    • Data Cleansing & Quality
    Control
    • Activity Prioritization
    • Activity & Call Evaluation
    • Opportunity Analysis &
    Scoring
    • Pipeline Analysis &
    Prediction
    Sales
    • Advanced Search
    • Self-Service Suggestions
    • Call/Ticket Routing
    • Response Suggestions
    • Intent Analysis
    Service
    24
    

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24. © 2021 SugarCRM Inc. All rights reserved.
    Setting Up Your
    Company for CX Success
    26
    

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25. The past year has forced companies to seek other opportunities and question some of the assumptions we
    might not have even known we had.
    27 © 2021 SugarCRM Inc. All rights reserved.
    Flexibility & Adaptability Drive Success
    

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26. © 2021 SugarCRM Inc. All rights reserved.
    Q&A
    28
    

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27. © 2021 SugarCRM Inc. All rights reserved.
    Constellation Research is a technology research and
    advisory firm based in Silicon Valley.
    • Deliver strategic guidance to companies seeking to transform their
    businesses through the early adoption of exponential technologies.
    • Analysts draw on their experience as practitioners to deliver pragmatic
    advice to CXOs leading business transformation within their organizations.
    • Mission is to conduct research on exponential technologies, identify and
    validate trends, and empower their clients to succeed in the digital
    economy.
    • Clients include boards of directors, C-suite executives, line-of-business
    leaders, and IT visionaries.
    Constellation Research
    29
    

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28. © 2021 SugarCRM Inc. All rights reserved.
    Thank you!
    30
    

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29. © 2021 SugarCRM Inc. All rights reserved.
    sugarcrm.com
    31
    

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