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On Demand

Forrester Research: The State of Enterprise CRM Data Management 2021 

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The results are in! Over the summer of 2021, Odaseva and Forrester collaborated on a survey studying how CRM professionals in large enterprises feel about their ability to manage data, the challenges they are facing, and the emerging trends impacting their success. The responses were eye-opening.

  • 85% said their organizations are looking to prioritize the use of data insights for business decision making
  • 78% of think data management gaps prevent them from taking full advantage of their data
  • 78% of said data security issues limit their ability to make use of data to address business priorities

This webinar will feature Forrester VP and Principal Analyst Michele Goetz, the lead researcher behind the study, discussing the key insights we discovered and breaking down the most important opportunities that every CRM professional interested in data-driven insights should focus on.


What you will learn:

Unpack the big disconnect between what businesses want from their data and what CRM professionals can deliver

Uncover the data management challenges keeping CRM professionals from realizing the full potential of data

Learn what CRM professionals see as their top opportunities to develop their data management competency



Michele Goetz
VP, Principal Analyst


Debra Maranta
Chief Operating Officer

Jon Itkin

Jon Itkin
Director of Creative, Content, and Customer Insight