Leroy Merlin CRM Campaign Achieves 8,992% ROI | LBBOnline

8,992% ROI from a CRM campaign sounds like a typo. It's not.

Leroy Merlin — the global home improvement retailer — just reported those numbers from a CRM initiative built by MRM Brazil. The campaign re-activated their existing customer base while pulling in new acquisitions at the same time. Two problems, one coordinated effort, one number that made every exec in the room sit down.

Here's what that actually means if you're running ops or marketing at a mid-market company: your existing customer data is probably sitting there doing nothing. Not because the data is bad. Because your CRM wasn't built to act on it. You can't segment the way you need to, you can't trigger the right message at the right moment, and any attempt to change that means calling a consultant and waiting six weeks.

You've been through enough platform switches to know a headline number doesn't tell the whole story. But the underlying point is real — when your CRM actually fits how your business works, your customer data stops being a liability and starts doing its job.

The gap between a 2% lift and a 90x return isn't always budget. Sometimes it's just a system that does what you actually need it to do.

#CRM #SalesOps #MarketingOps #CustomerData #MidMarket

Original Source

Little Black Book, Developed by MRM Brazil, the CRM initiative activated the customer base and boosted new acquisitions through a ...