(beyond) next generation crm by mitch lieberman

(Beyond) Next Generation CRM

Mitch Lieberman – Sugarcon 2014

“…everything has a past. Everything – a person, an object, a word, everything. If you don’t know the past, you can’t understand the present and plan properly for the future.” ― Chaim Potok, Davita's Harp

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A Quick Review

What Exactly is CRM?

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CRM is a TLA, or maybe a Figure of Speech

It is a technology category (which is why we always get into arguments trying to define it).

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A Figure of speech

A Figure of Speech is supposed to add clarity, but it does not in this case.

When we group all of the components of what CRM is supposed to represent, together, the discussion stalls.

(because they are all moving at a different pace)

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CRM is one part Marketing

No, not just Social, it is a whole lot more

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Two parts Service

With a dash of Knowledge, Community and Collaboration

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Knowledge

community

And then there is Sales…

But, what exactly does that mean?

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Sorry, sales was left behind…

The Struggle

Making Sales about technology is the core of the problem.

Technology can make customer support better, measure marketing efforts, but struggles to close the deal.

(because people buy from people they trust)

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CRM is NOT one thing

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Before We Push Forward

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Please Keep That in Mind

Into the Future…

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The Current State

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Marketing

Service

Sales

Before the next Slide

Take a deep breath… ready?

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What does it* look like?

Augmented, wearable, invasive…

*The Future, CRM, Sales….

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Connected

Too Much Data

A person of Interest

.

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Google v Apple

Date Night?

Age: 45 (75%)Gender: Male (95%)Glasses: Yes (90%)Mood: Happy (80%)

How do we get there?

One step at a time

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Each Layer of the Technology Stack Has Different Life Expectancy – Like a House

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THE PACE OF CHANGE

How long for each Layer?

• For Touchpoints, it might be 6 months to 2 years,

• For Application Logic, durability is 3-7 years (give or take)

• For Infrastructure the durability is 10+ but, has a greater degree of variability

(It is industry dependent, that is the fun part)

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Information architects and technologists need to focus on where the touch points happen — at the user-experience layer — and understand data ownership.

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The contact-management tools that translate raw data into insights about the buyer by adding context will offer the most value to salespeople, not just management.

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Service

SFA

Community

Collab

Speaking With You

Analytics

Speaking About You

Thanks

www.dri-global.com

mitch.lieberman@dri-global.com