Transformational CRM delivers simplicity worldwide

The Client

Shell began as a small trading company in London, importing seashells to cater for the growing trend of using shells in interior design.

Today, they’re one of the world’s largest independent energy companies, operating in more than 70 countries. Their ability to innovate and adapt to changing customer needs has been central to their success for more than a century.

A revolutionary partnership

Shell’s global B2B CRM arm needed an agency that could get to grips with how complex their organisation is and then cleanse and unify their data.

We decided to do something that shouldn’t seem so revolutionary – we committed to a genuine partnership.

  • We resolved to focus on solving underlying issues rather than build workarounds.
  • We identified numerous data challenges and put business logic in place to deal with these using a ‘fix once’ approach.
  • We worked hand in hand with local markets rather than imposing solutions.
  • We simplified reporting by using PowerBI to provide a single access point for all customer dialogue reporting.
  • We’ve rebranded Global Marketing as Customer Dialogue – a brand new way of working across the world.

What our client said

“I started 2019 by welcoming Edit as our new full service CRM agency, and we spent the year redefining what great data-driven CRM should look like.”

Global CRM & Acquisition Manager, Shell

The results

With Edit’s help, Shell now control the complexity of their organisation and data. Our data recommendations feed into better marketing. Sales opportunities are now easily actioned. Our attribution model has been globally adopted. We’ve helped rollout Salesforce Cloud across the business. And the results are in:


Yearly attributable revenue from our CRM campaigns


Incremental revenue per year