Most CRM teams don’t need more ideas. They need clarity and a simple way to use their data to decide what to fix first.

After 17 years in CRM, retention and loyalty (Sephora UK, PUIG, GANNI, Debenhams Beauty, TALA, plus fintech and nonprofit), I’ve seen the same pattern: CRM feels busy, you are so focused on the quick revenue BAU tasks you never have time for the bigger picture. repeat purchase stays flat, CAC climbs and the fundamentals (like onboarding + lifecycle journeys) get overlooked because BAU takes over.

This session is a structured reset and a reminder that data comes first. As CRM marketers, our job isn’t just to chase revenue. It’s to protect the customer experience and build long-term value both for the customer and from a revenue perspective.

In the hour, we’ll refresh the KPIs that matter most, what they’re telling you, and what to do next. If you’re not tracking them, you’ll leave knowing exactly what to go back and report on.

What you’ll walk away with

• The “data-focused first” KPI checklist (what to look at first, every time)

• A quick reality check: are you focusing on the right numbers or missing the signal?

• A clear next-step plan: what to prioritise now vs later (without getting stuck in BAU)

• A mindset reset: why small journey improvements compound into big retention + LTV gains.

Perfect way to reset, what you might already know or need a refresher on.