Webinar
The Last Mile of Insight
Join us on Wednesday November 18 at 2pm EST | 11am PST | 7pm GMT for a walkthrough of new research into how CRM and Finance leaders see CRM’s role, and what it means for insight teams who want their work to drive commercial action.
Stuart Russell, Chief Strategy Officer at Plinc, will explore what CRM teams are accountable for, where the route from insight to action tends to break down, and how to shape research that CRM can put to work.
What’s on the agenda
Insight teams want their research used, acted on and recognized for its commercial impact, and CRM is one of the most direct routes to that. It’s increasingly treated as a growth function, responsible for retention, lifetime value, loyalty and margin, and it’s where customer understanding shapes how customers are actually treated.
But the link isn’t always straightforward. To understand why, we asked CRM and Finance leaders the same questions about CRM’s role, the pressure on teams and where investment should go next. CRM teams still need better access to customer data, and Finance sees fragmented data, underused technology and insight that doesn’t drive revenue as sources of waste.
In this session, we’ll cover:
- How CRM’s role is changing, and why that makes it a natural home for customer insight
- What CRM teams are accountable for, and the data, technology and decisions they actually control
- Where the route from insight to CRM action tends to break down
- What Finance counts as waste, and where insight fits into that picture
- How to design the route from customer understanding to a CRM decision, a change in how customers are treated, and measurable value
This session is designed for professionals working across consumer, customer and shopper insight, research and analytics, whether you lead the function or deliver the work. It’s also relevant for CRM and customer marketing leaders who want more from the insight their business already holds.
This is for you if you’re trying to:
- See more of your research used, acted on and credited with commercial impact
- Build stronger working relationships with CRM and customer marketing colleagues
- Show how customer understanding connects to retention, loyalty and revenue
You’ll leave with a clearer view of how CRM teams operate, and a more useful question to take back to your team: not “Why aren’t they using our research?” but “What would need to be true for CRM to use it?”
Can’t wait for the webinar?
Here are some other resources to peruse.
The Decisions Behind the Decisions: What AI in CRM Really Depends On
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Fixing Data Issues for Good: A Marketing Leader’s Guide
Learn how a customer data platform can resolve your customer data challenges (rather than contributing to them).
Customer Data Foundations: Evolution, Challenges, and Solutions
A deep dive into customer data foundations.