CRM in Context

CRM holds enormous potential, but many organizations still experience that the system doesn’t deliver the coherence they expected. When CRM is implemented as an isolated tool, much of its value is lost.

This event brings together research and practice. You will gain insights into how CRM data can be used strategically across the organization, and how companies like Fibia work to create a unified customer view that strengthens both decision-making and business results.

CBS: New research about CRM

Per Østergaard Jacobsen, External Lecturer at CBS, presents findings from his new study based on more than 1,500 companies.

You’ll gain insight into:

• Why 3 out of 4 leaders would rethink their CRM implementation

• Why only 37% have followed up on their business case

• How only 5% have connected CRM with internal AI — and what the next 95% can learn

Fibia: From Ambition to Action

Carsten Nielsen, IT Management Consultant, shares Fibia's Dynamics 365 journey and how they have turned CRM data into deeper customer insight and more efficient collaboration across the organization.

Microsoft: Copilot for Sales in Context 

Juliane Maack, CRM user at Microsoft, shares how combining Copilot with Dynamics 365 helps evolve CRM from a reporting tool into a trusted resource for better data, clearer insights, and more confident decisions.

Panel discussion: Unlocking More Value from CRM

Per Østergaard Jacobsen, Fibia, Microsoft and Context& join an open discussion on what it takes to use CRM strategically — and how organizations can get more impact from the data they already have.

Date: Wednesday, December 10, 2025

Time: 9:00–12:00 (breakfast and check-in from 8:30)

Location: Microsoft Denmark, Kanalvej 7, 2800 Lyngby

Registration

Sign up for the event here - seats are limited.