Why are enterprise CRM pros struggling to make the most of their data?
Odaseva recently commissioned Forrester Consulting to run a global study about enterprise CRM data management. Forrester surveyed enterprise CRM platform leaders and architects to explore the issues to the heart of CRM data management:
Below is an overview of the study’s findings. To learn more, get the full study here and watch the recent webinar featuring Forrester VP and Principal Analyst Michele Goetz, the lead researcher behind the study.
The survey responses revealed CRM data management challenges and opportunities that everyone who cares about customer data should know about, including that:
Data security is the number one area that is limiting enterprises’ abilities to use data and generate insights in their critical business priorities.
This is caused by organizational structures that overly restrict the use of data, complexity in determining which level of security and privacy is appropriate for CRM data, and the lack of specialist data skills that limits CRM data use.
We’ve seen enterprises affected by these issues, as well as ones that avoid them. In our experience, the most successful data-driven companies focus on two main things.