Customer Relationship Management Feed

Crossing the New Chasm – From Product to Customer Focused Relationships

by Chris Martins, Product Marketing Manager, Trillium Software


Martins-graph-3Geoffrey Moore famously documented the technology adoption lifecycle in his book, “Crossing the Chasm”, arguably the bible of technology marketing over the past 15 years. His key premise was the big difference (a “chasm” according to Moore) between selling to early adopters - enthusiasts who are enamored with technology for its own sake, regardless of proven business impact - and selling to pragmatic decision-makers who need to be shown the business impact before they will invest in newer technology.

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Upstream Data Quality in CRM Often Drives Downstream Operations

by Chris Martins, Product Marketing Manager, Trillium Software

Upstrea,Last month Trillium sponsored and spoke at a TDWI webinar entitled “Engaging the Business: Agile, Collaborative Approaches to Data Usability” (recording available here.) The webinar explored the need to build collaboration between IT and the line-of-business (LOB) in terms of data usage, given the increased availability of tools that empower the LOB to operate independent of IT. In the past, the LOB was compelled to work with IT because they needed the technical skills. Now, greater portions of the work can be done by the LOB itself, often with the use of the Cloud models that eliminate infrastructure requirements.

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Integrating Quality Assurance into Your CRM Operations

by Chris Martins, Product Marketing Manager, Trillium Software

Qualityassurance

The quality industry distinguishes between quality assurance and quality control. The former represents a set of processes designed to assure a quality result, while the latter involves evaluation and testing of the end result to see if quality specifications have been met. Arguably, the more successful an organization’s quality assurance effort, the less need there will be for quality control (though you can never avoid it altogether.)

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Data Quality for CRM – Governing the Ungoverned

by Chris Martins, Product Marketing Manager, Trillium Software

SaaS In a well-known Harvard Business Review article from 2011, the publication identified seven important traits for sales people that included modesty, conscientiousness, achievement orientation, curiosity, as well as the lack of three things: gregariousness, discouragement and self-consciousness. Search online and you'll find plenty of articles about what makes good sales people. But what you probably won't find is anything regarding "attention to data quality." If you look at job descriptions for sales positions, it's pretty unlikely that "data skills" will be mentioned. Yet bad data within CRM systems hurts marketing and sales efforts in ways that can imperil business success. But rare is the sales executive (rare as in non-existent) who focuses their sales staff on data quality metrics.

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Go Where No Marketer Has Gone Before with CRM

by Niranjan Oak, Senior Consultant II, Neudesic

SpockRemember the classic Star Trek TV series? Captain Kirk's mission was to explore new worlds and civilizations by going into deep space where no one had gone before. Imagine if Starship Enterprise and Captain Kirk were in the business of marketing. What would their "mission statement" look like? Maybe something like: "Growth: The final frontier! These are the voyages of today's marketers. The five year mission to explore new markets, to seek out new customers, and to boldly go where no marketer has gone before."

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