To make the savvy investment decisions, BP&A professionals need to know which CRM applications have the strongest track record for delivering results. I just surveyed 286 companies to understand their opinion of 19 categories solutions that comprise the Extended CRM Application Ecosystem.
Here’s a sneak peek of my findings:
Sales, order management, and service are the keys to your revenue engine. The business and IT executives that we surveyed feel that “core” business processes like selling, order taking, and customer service are the most critical to their success. For, example over half report that order management, customer service & support, and contract center infrastructure applications are critical solutions. Forty-eight percent say that salesforce automation is a critical app, and 42% say this is the case for eCommerce solutions.
Customer data management and intelligence are keystones for success. The Holy Grail for CRM professionals has long been to achieve a “360-degree” view of customers. Consequently, 44% of the companies I surveyed report that customer business intelligence and customer data management are critical solutions for their businesses.
Last week I was treated to sit in on a major agency pow-wowhosted by The Advertising Club and sponsored by ad exchange ADSDAQ, to address the latest trend in media buying science: Agency Demand Platforms. Each of the four major holding companies, represented by WPP's MediaCom, Omnicom Digital, Publicis' VivaKi and IPG's Cadreon – sent a senior representative from their media business to talk about the move into managing online buys through the construction of demand management platforms to manage online display inventory. The panel was hosted by none other than “the Wenda” who examined the issue of Art vs.
I'm embarrassed to see that we haven't updated our blog in three weeks. I guess it's a time of year when it's hard to stay on top of some things. I found myself exhausted at the end of June. (In addition to my trip to NYC for the CXP forum, I also had to do some business travel in Europe). Perhaps you've been feeling the same way? At the start of July, I took a holiday. It was sorely needed.
I visited Lisbon, which, it turns out, is a very beautiful city with great food and wine. As with all travel, the trip gave me a lot of experiences to think about, including a couple of incidents when I needed to ask people to fix things that had "gone wrong":
Met with an interesting company yesterday - Taptu. They offer a mobile search service/technology. They recently launched their iPhone application. They are in the process of indexing "touch-friendly" media. They estimate that there are about 40,000 touch-friendly web sites of which they have indexed more than 3 million pages with a goal much higher than this for the end of the year. They estimate that about 30% of the top 100 web sites as measured by traffic are touch-friendly. It is an interesting idea given the number of touch-screen mobile devices being sold today. Is your web site touch friendly? mobile friendly?
Avaya has announced today, July 20, 2009, their desire to acquire Nortel’s Enterprise Business Unit and the shares of Nortel Government Solutions and DiamondWare, Ltd, bidding $475M for the businesses. Avaya has offered to assume $28M in debt associated with Nortel Government Solutions as part of the transaction. This kicks off a set of processes that will lead to a new owner for Nortel – and it may be Avaya or some other bidder.
Why are Nortel and Avaya interested in joining forces?
I'm fascinated by this application on the iPhone. It is rich and entertaining. It makes ordering pizza fun. Includes a game. Includes coupons to motivate purchase - but they aren't pushed out via SMS to trigger the idea of pizza for lunch/dinner.
Is it more marketing or commerce?
The connected nature of the application allows for updates - to the menu (for the basic categories) and promotions. Look forward to seeing this evolve to the point where local restaurant managers can do their own local promotions even based on registered zip codes. I see location-based mobile advertising playing out along these lines nearer term than the auto-tagging of a user's location with an ad to quickly follow.
Would prefer not to have to sign up online. Mobile-only use cases with individuals are limited today, but I think they will grow in number. Cross-channel (Internet to mobile and vice versa) is an interesting idea, but it isn't clear that it is needed or wanted - especially on platforms as capable as the higher end devices like an iPhone or Blackberry, Symbian, Palm etc. devices. -
I've had a number of interesting debates on who should lead the customer social media interaction in the last few weeks. In part, this question comes up because a great deal of social media was initiated in the Marketing department via listening or brand sentiment programs. What we do know is that all departments benefit- marketing, sales, service, product dev, engineering from the voice of the customer information that results from deploying social media.
And while I know that not everyone will agree, after studying all the various departments that could lead social media, I'm still convinced customer service should lead the customer social media interaction.
In 1992, with my Marketing Management degree in hand, I went out in the market to find a sales job. At the time, I believed (and I still do) that you can’t really be the best B2B marketer unless you know how to sell first. One of the jobs I interviewed for was with a local dealer to sell fax machines (yes, it’s true . . . FAX machines).The VP of Sales interviewing me asked a simple question — what are the most important things to being a sales person?