Did CRM forget about relationships - and will social CRM solve this?
As part of his ongoing series of roundtable interviews, Brent Leary talks to leading experts from the world of CRM and social CRM about topical issues and the industry at large. This month Brent speaks with two of the Godfathers of relationship management.
This roundtable session's panel consists of...
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- Brent Leary is a CRM industry analyst, advisor, author, speaker and award winning blogger. He is co-founder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and strategies for improving business relationships. In 2009 he co-authored Barack 2.0: Social Media Lessons for Small Business. Recognised by InsideCRM as one of the 25 most influential industry leaders, Leary also is a past recipient of CRM Magazine's Most Influential Leader Award. He serves on the national board of the CRM Association, on the advisory board of the University of Toronto's CRM Center of Excellence, and on the editorial advisory board for The Atlanta Tribune. Leary writes a regular online column for Inc. magazine, and blogs at BrentLeary.com. He can be found on Twitter at http://twitter.com/BrentLeary.
- Mike Muhney is the CEO and founder of VIPorbit, a funded software startup company focused on mobile relationship management capitalising on the ubiquitous market of smart phones. Mike is the co-founder and inventor/designer of ACT! – the product that originally created the entire contact management industry globally – and introduced the concept of relationship management to the world. During it’s 24-year life ACT! has had over 10,000,000 people globally use it. ACT! is also attributed with being the catalyst that created the multi-billion dollar CRM industry. Mike is also co-author of a forthcoming book “Who’s In Your ORBIT?” and subtitled “Beyond Facebook…Creating Relationships That Matter.”
- Jon Ferrara is the CEO and founder of Nimble. Jon has over 20 years of experience in CRM and sales force automation. An entrepreneur at heart, Jon founded GoldMine CRM in 1989 with a college friend and turned it into a very successful venture that he eventually sold to FrontRange. Jon founded Nimble LLC in 2009.
Brent Leary: I am so excited to have my guests here today because not only are they doing some interesting things today and taking social CRM into some interesting directions, but they were also there at the very beginning of what was then called 'contact management', but as they like to call it, it was all really 'relationship management'. Joining me today is Jon Ferrara, who was the co-founder of Goldmine, which got started in the late 80's and now he has a very new venture that is really focused on social cm at the SMB level, called Nimble.com. Jon, thanks for joining me today.
“We are using Facebook, LinkedIn, Twitter Outlook address book, Google contacts... with Nimble we let you keep doing that... I believe that life is social, business is social and people buy from people who like and like people to know them and what we are doing is helping people to know each other better." Jon Ferrara
“Social media is really nothing new, it's just an electronic way to look and see people's walls to build those connections. The tools that are developing today are trying to empower companies to listen, engage and more effectively leverage these new highways, bringing it back to the old school big "R" in CRM, relationships, becuase really the root of CRM is contact management." Jon Ferrara
There needs to be a co-joining of a holistic attitude of who is the customer from a corporate standpoint.
“There is basically a 50% failure rate, hundreds of millions of dollars have just literally been sabotaged by sales people because the key that they want from the components of CRM is essentially contact management.” Mike Muhney
“I have actually experienced, in the CRM field, where companies do not include the sales people or sales department in the design and integration of the products. I think that there needs to be a cease and desist on that type of attitude internally in corporations to help stem this problem. ” Mike Muhney