I am still trying to work out why?

I am still trying to work out why a "slight improvement" in CRM software revenues was expected this year, organisations were still being careful about their investments, with 45 per cent not planning to select new CRM technologies in 2010, up 5% from 2008, he added. (Gartner)

So they should be careful, life has changed as I have said before.

I asked this Question of a potential SITEFORUM client.

Reply:"No, the product cannot help me in my job as it does not allow us to manage the value chain of how we do business. We sell to the end user through building contractors, consultants, architects and in some cases through all these to get to the end customer. We win the business based on one of these wining their contract or tender.

If I kept updating the system with all the bids, all the pricing, and all the tender info and tried to understand where the deals were at any one time in a system, then my time would be spent as the explain admin, not a sales driver. This would increase my department’s costs dramatically!"

So what went wrong here, one thing was the US parent company that forced the business to take the Siebel CRM system simply said,” we will add more fields to help you”, they did not try and understand the fact that in this companies value chain the complex structure or dependable state of where each stage was at, made forecasting so very worthless.

Where business is more about working with partners, their channel or because you may be a component of a larger value chain, then if technology is to be used then make it ‘live’ , also collaborative as this ‘sales admin/ driver’ obviously does by talking every day or other day to the partner on the phone.

This is why I believe we need to redefine the scope of the CRM world and make it a natural part of the company web presence, company social network for business and based on data updated by the value chain, capture real info and real-time status which can help measure the ROI from this interaction.

Offer the partner or channel a carrot, with the info being updated by them, they get better rates, better service and more timely info to win the deals.

Oracle has coined the phrase ‘Complete CRM’ but not as an integrated platform that identifies the value chain and helps manage across multiple components. I am sure if we asked for this, they would offer consultancy and bespoke work to deliver, apparently the only company that can deliver, but this should be purchased as a service and at a cost effective level which allows ROI to be proved.

One of our new clients at SITEFORUM is a University, they suggest they needed a CRM system, but once we outlined the idea of direct collaboration and user generated content through the new University Social Network and web portal, it is becoming obvious that the database is needed, but the external input more so and their ROI is built up based on not requiring many more staff to run the liaison to knowledge services that the University sells, it can be managed by few.

Another is a well known Forum for the Sim Card Industry, where thanks to this approach; one person is able to manage 3000 people in and out of events, work groups and industry updating. Key is productivity in the new world should have  lower costs from fewer people having to fix old software ideals and  user generated content driving true interaction with partners or clients!