Smarter Marketing Starts with Better Data

This session is designed to help growing businesses get more value from their customer data, improve sales tracking, and make better‑informed decisions that drive sustainable growth.

This session brings together CRM expertise and data strategy insight to help you move from fragmented systems and patchy reporting to joined‑up, usable data that actually supports decision‑making.

Guest Speaker: Meaka Edwards

Meaka will host a session focused on why data matters, how it often becomes messy as businesses grow, and what to do about it. Drawing on over 15 years’ experience building and leading data and insight functions, Meaka will cover:

• Why data often ends up fragmented, inconsistent, and hard to trust
• How to step back and get the fundamentals right: what matters, how performance is measured, and how decisions are made
• Practical approaches to organising data so it reflects how your business actually operates

You’ll also explore how strong data foundations enable better use of insight, analytics, and AI—ensuring outputs can be trusted and used in practice, not just reported on.

Meaka works closely with SMEs and scale‑ups who are starting to feel the strain of systems and data not quite joining up anymore. This session will help you avoid costly fixes later and build a more structured, scalable way of running the business.

Guest Speaker: Jenny Jones

This session will explore how a CRM can become the backbone of your sales and marketing activity. Jenny will deliver a practical walkthrough of how to use a CRM system to:

• Track leads, customers, and sales performance effectively
• Build visibility across the sales pipeline
• Improve efficiency through automation and better use of core tools

• Identify gaps in how your CRM is currently used
• Improve sales tracking and reporting
• Apply simple, practical changes to get more value from the tools you already have

The principles shared are transferable across most CRM platforms, helping you move beyond under‑utilised features and towards a system that genuinely supports growth.

👥 Why attend:

• SME owners and founders
• Sales and marketing leaders
• Operations, data, and CRM leads
• Businesses looking to improve customer tracking, reporting, and decision‑making

If you want your marketing and sales efforts to work smarter, not harder, this session is for you.

🗣️ Our guest speakers:

Meaka Edwards - Meaka Edwards | LinkedIn

Jenny Jones - Jenny Jones | LinkedIn

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Host or Publisher NatWest Entrepreneur Accelerator