Social business: Low cost of entry, low cost of failure - but a high cost of success

At the recent Social Business Strategy Summit, Natalie Brandweiner caught up with Paul Greenberg, author of the seminal CRM at the Speed of Light, founder of The 56 Group, and member of BPT Partners. Here, Paul explains why organisations can't separate internal work from customer interactions any more, and the biggest obstacles that firms face on the path to the social business.