{"id":51031,"date":"2025-06-02T09:51:07","date_gmt":"2025-06-02T07:51:07","guid":{"rendered":"https:\/\/www.altares.be\/?p=51031"},"modified":"2025-07-07T09:33:11","modified_gmt":"2025-07-07T07:33:11","slug":"this-is-why-data-is-your-best-team-member","status":"publish","type":"post","link":"https:\/\/www.altares.be\/en\/blog\/sales-marketing\/dit-is-waarom-data-je-beste-teamlid-is\/","title":{"rendered":"This is why data is your best team member"},"content":{"rendered":"

In B2B marketing, it's all about precision: knowing who your customer is, what they need, and when to act. But what if one team member is always awake, never forgets, and knows exactly what works? Exactly: data. Three experts share how data has transformed their commercial processes, with examples from their day-to-day work.<\/p>\n\n\n\n

\"blokken\"<\/figure>\n\n\n\n

Data as the catalyst between sales and marketing<\/h2>\n\n\n\n

At CM.com, the commercial organization is tightly structured. With around 250\u2013300 people worldwide in sales and customer success, everything revolves around specialization and focus. \u201cWe use the sales methodology Winning by Design<\/em>\", says Pim Camps. Roles and processes are worked out in detail. Leads come in through our own marketing tools, are enriched in Salesforce, and are only picked up by SDRs once there's sufficient information. And that's intentional: \u201cWe saw that deals closed faster and the quality improved.\u201d<\/p>\n\n\n\n

The collaboration between sales and marketing is crucial, but not a given. \u201cFour years ago, it was the classic story: marketing would say \u2018we\u2019ve delivered enough leads,\u2019 and sales would respond \u2018we can\u2019t do anything with them.\u2019\u201d That has since changed thanks to better lead classification, clear acceptance criteria, and shared goals. \u201cMarketing looks at contacts, sales looks at accounts. You have to consciously build that bridge.\u201d<\/p>\n\n\n\n

See:<\/strong> Webinar: Hoe CM.com marketing en sales optimaliseert<\/a><\/p>\n\n\n\n

Data as architect of processes<\/h2>\n\n\n\n

At WeTransfer, Mathieu Kok moved from creative designer to director of advertising systems. Along the way, he encountered the limitations of creative tools, product features, and data systems. \u201cUltimately, we wanted to know exactly what users did with our interactive ads. That meant new databases, better reporting, and more automation.\u201d<\/p>\n\n\n\n

The major challenge was that everyone worked in silos: sales used Salesforce, the Ad Ops department worked with the AdServer, and finance tracked everything in Excel. \u201cIn the end, Salesforce was an expensive notepad. Everyone maintained their own version of the truth.\u201d This fragmentation made it impossible to create reliable reports or quickly adapt to changes in campaigns.<\/p>\n\n\n\n

The solution: a thorough restructuring of Salesforce. \u201cWe said goodbye to the standard order-opportunity split and consolidated everything into a single record. Combined with automation through picklists and screen flows.\u201d The result? Less manual work, faster handovers, fewer errors, and finally reliable reporting.<\/p>\n\n\n\n

See:<\/strong> Webinar: WeTransfer over hun sterke datastrategie<\/a><\/p>\n\n\n\n

Data as the engine of automation<\/h2>\n\n\n\n

At Altares Dun & Bradstreet, we automate 30,000 to 50,000 commercial tasks each month. Thanks to no-code tools like Zapier and reliable data from our own D&B platform, data is no longer just for IT, it\u2019s a tool for sales and marketing.<\/p>\n\n\n\n

\u201cWhy wait for IT when you can automate it yourself?\u201d asks Jo\u00ebl van Vugt. \u201cIf you know what you need, you can often build it yourself\u2014faster and with immediate results.\u201d Think of lead assignment flows where new leads are automatically linked to the right account manager based on the unique DUNS number. \u201cThe beauty is: there are zero minutes between form submission and action.\u201d<\/p>\n\n\n\n

Michiel Scheepens adds: \u201cYou can have the most beautiful processes, but without good data, it still falls apart. With our own company data\u2014such as revenue, number of employees, and industry codes\u2014we can qualify leads based on relevance, not just interest. That makes the difference.\u201d<\/p>\n\n\n\n

See:<\/strong> Webinar: No-Code automation with D&B data: doing more with less effort (Dutch)<\/a><\/p>\n\n\n\n

From a cluttered CRM to a growth engine<\/h2>\n\n\n\n

A cluttered CRM is disastrous for commercial effectiveness. \u201cOn average, poor data costs companies about 12% of their revenue,\u201d says Matthieu Kok. And that\u2019s not even counting the frustration on the work floor. At WeTransfer, cleaning up data combined with automation led to a dramatic improvement: from 60% incorrect orders down to just two per month.<\/p>\n\n\n\n

The common thread<\/h2>\n\n\n\n

Whether you\u2019re running campaigns, qualifying leads, or supporting sales: data is the silent force that connects everything. But you need to set it up properly, keep it clean, and use it smartly. The difference between frustration and flow often lies in a well-automated process, built by people who understand it, not necessarily by IT.<\/p>\n\n\n\n


Data is not an abstract concept or an IT party. It\u2019s your colleague who\u2019s always ready, never makes mistakes, and shows the way. When you know how to use it, data becomes your most valuable team member.<\/p>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

In this blog, experts from CM.com, WeTransfer, and Altares share how they use data as the engine of their commercial processes. From improving lead qualification to automating workflows, data makes the difference. By breaking down silos, streamlining systems, and making data-driven decisions, they achieve more results with less effort. Data is therefore not just supportive but an active team member that brings marketing and sales closer together, and closer to the customer.<\/p>","protected":false},"author":2,"featured_media":51034,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[22],"tags":[],"class_list":["post-51031","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-marketing"],"acf":[],"yoast_head":"\nDit is waarom data je beste teamlid is - Altares<\/title>\n<meta name=\"description\" content=\"Ontdek hoe data je beste teamlid wordt in B2B sales en marketing voor betere leads, slimmere processen en meer resultaat.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.altares.be\/en\/blog\/sales-marketing\/this-is-why-data-is-your-best-team-member\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dit is waarom data je beste teamlid is - 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