CRM in Context – Creating Coherence in the Customer Journey
Creating Coherence in the Customer Journey
From data to decisions with insights from CBS, Per Aarsleff and Microsoft
About the event
CRM is one of the most critical systems in any organization – when used strategically.
Yet many companies find that their CRM does not deliver the expected business value. The issue is rarely the technology itself, but how it is positioned – as an IT project instead of a leadership tool.
This event connects research and real-world execution. You will gain insight into how CRM data can be applied strategically across the organization – and how companies such as Aarsleff work deliberately to create a unified customer view that strengthens decisions and performance.
What you will gain:
New research from CBS
Per Østergaard Jacobsen, External Lecturer at CBS, presents insights from a study based on more than 1,500 companies – including why many leaders would rethink their CRM implementation and why few have connected CRM with AI.
Aarsleff: CRM – from sales pipeline to project platform
Aarsleff shares how CRM evolved from a traditional sales tool into a project platform that supports transparency, collaboration, and decision-making across the organization.
Speaker: Jens Jørgensen
Microsoft: Copilot for Sales in Context
Microsoft shares its latest perspectives on Microsoft Dynamics 365 and demonstrates how CRM, used in the right context, strengthens sales execution and leadership decisions.
Speaker: Juliane Maack
Q&A
Jens Jørgensen, Per Østergaard Jacobsen, and Juliane Maack will answer questions and engage in dialogue.
Agenda
08:30–09:00 Breakfast and registration
09:00–09:20 Welcome: CRM as a strategic tool – not just a system
09:20–10:00 CBS: Insights from new CRM research
10:00–10:30 Aarsleff: CRM – from sales pipeline to project platform
10:30–11:00 Microsoft: Copilot for Sales in Context
11:00–11:45 Q&A
11:45–12:00 Networking and wrap-up
Who should attend?
This event is relevant for professionals working with CRM who want to use data more strategically to enable better decisions and stronger customer journeys. You do not need to be a CRM expert – but you should be focused on creating measurable value.
