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Following are a few examples of how the data is used:

Customer / Contact Phone number - Used as part of Customer contact centre so when a customer
calls in we can display the correct information on the screen of the operations team for improved
customer experience

Potentials - This data will be used in the calculations for the Customized solutions calculation for
Customers we want to work with and approval.

Marketo our new way of marketing our contacts to generate leads will use a lot of data to send
targeted messages to our customers like, Industry segment, Contact info including E mail address.

Opportunity Management Part of the Lead to Sale process and how we sell as documented in the
Sales and marketing Playbook - ADD LINK

This is just a few areas where we require good quality data to get the best results to grow sales and
drive customer experience.

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