xRM and intelligent digital business ecosystems

By | March 29, 2012

Where the CRM bandwagon is headed

Today, CRM is on the rise as companies struggle to understand social media and effectively integrate it into daily business as a sales and marketing channel. While this is important, I think it is equally important to consider where this trend is headed: into xRM (any relationship management).

xRM is the sort of digital platform on which integrated business ecosystems will be able to form. The sort of ecosystem where contractually defined information is autonomously exchanged between businesses – and not via custom development, but over standardized protocols and easy-to-use definition schemes. The sort of system in which CRM becomes not just a sales and marketing tool, but a system that can be integrated and intelligently analyzed by other internal departments such as HR, product management, etc. without necessarily having to rely on sales and marketing as the man-in-the-middle.

(Disclaimer: My employer is a CRM software house. This post reflects my opinion, not a company statement.)

Reshared post from +Gideon Rosenblatt

CRM: The Train Coming at You

This is Blair Enns, talking about the rise of Customer Relationship Management (CRM) in marketing and sales. If you work in marketing or sales, this is one article you don't want to miss:

One of the things I did right in my last organization was move us deep into CRM consulting. It completely shifted the way we thought about helping our clients with engagement.

If you are in sales or marketing, what Enns is saying here is really important, and I don't think you will regret taking the few minutes to read this piece.

The trend is that the functions of sales and marketing are getting closer together. This shift is being driven by advances in online analytics and other tools that allow marketers to gain greater insights into what prospects are doing online.

Marketing used to be relegated to mass communication, while the one-to-one interactions were the domain of sales. No more.

Imagine your clients’ sales and marketing departments as two different silos being pushed together until they overlap in a Venn diagram. Now ask yourself where in the organization this overlap is happening. It’s not a physical place (the sales and marketing folks aren’t moving in together just yet) but a cyber-place: the CRM application.
This is the trend in CRM technology: it is starting to talk to everything, rolling up data from numerous sources to become the one windowpane organizations look through to see the whole sales and marketing picture.

This trend of sales and marketing overlapping in CRM will almost certainly see the rise of a new position in marketing firms: the CRM technologist. Similarly to how most firms have replaced onsite web developers with third party relationships paired with an in house technologist whose job it is to marry the client’s technical needs with the right partner’s expertise while understanding the greater trends and coming changes in the tech landscape, the CRM technologist will be charged with keeping abreast of the various CRM options, knowing what to select and how to configure, and knowing when to bring in an outside developer for deeper customization.

More: ✒ http://www.winwithoutpitching.com/how-crm-is-changing-marketing-and-marketing-firms

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