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[2003-08-28] What's Hot in CRM
There is a need for more marketing accountability and precision; companies should look at ROI across the enterprise, for example, CRM and supply chain together; and total customer value should include each customer's current value, their future value, and associated value.
[2003-08-27] Setting the Record Straight - Five reasons the future is bright for CRM
As I enter my 19th year in the CRM industry, I can safely say that I've gotten some perspective on what is real and what is fluff. This perspective has confirmed for me that for five key reasons, the CRM industry is indeed headed in a very healthy direction.
[2003-08-19] ROI For CRM Systems - Can You Measure It?
This is a hot topic in the industry today. There is a great amount of debate and discussion about Return on Investment for Customer Relationship Management systems. There are extremists at both ends of the spectrum. Some people say financial ROI for a CRM system is simply impossible to measure because the direct benefits are either intangible (like customer goodwill) or are intermingled with all kinds of other factors (did our sales increase because of our CRM system or because of that new product launch, or both?). There are others who say you can absolutely equate CRM ROI to dollars, and that you shouldn't implement until you incorporate that into your plan.
[2003-08-07] Sales Doesn't Work
For decades, our selling practices have been based on selling a product rather than helping buyers decide how to buy. Indeed, the underlying belief has been (and I'm being simplistic here) that products/services get sold when sellers pitch/present the product well. Or they get sold when sellers create great personal rapport with prospects. Or when the script is exceptional.
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