Before anyone gets any chuckles about how long it has been since my last confession… uh, I meant my last post… it should be noted that the demand for CRM is completely off the charts and we are enjoying our best years ever.
Some people speculate that it’s chic to be into your customers or be wrapped all around social media but in reality executives are understanding that need to maximize their labor assets and differentiate. And, when people get around all of the rah, rah and “Big Brother” aspects of CRM, when done correctly, it actually makes a difference.
Now that I have two seconds to stop in between customer visits and strategizing on how my internal team gets better I thought it a great time to make a commitment to getting back to my blogging activity. And what better to talk about than marketing automation.
For those not aware there has been an evolution going on for some time to make a more meaningful bridge between electronic marketing and CRM that is having a much bigger impact than anything I have seen in the past 15 years.
The challenge has always been a kind of chicken and the egg approach to the tradeoffs between marketing and sales and disconnects that always occur. Enter the world of “MA”, or marketing automation, and the new realities that this opportunity brings.
In order to really understand the dynamics off marketing automation one really needs to revert all the way back to the way sales and sales engagements have evolved. Back in the day the vendors controlled everything from the sales process to the flow of information.
Today’s world of sales is much, much different and there is a level of control that has been given up to the customer in the age of the Internet. There is more information readily available for consumption and sales teams are trying to figure out where they fit into the customers’ buying process.
As stated in one of the keynotes at a conference I attended today the new world of selling is all about understanding and connecting all of the interactions and putting that in the context of your history and all of your relevant data…
This, my friends, is what many of us having been looking for since getting into the CRM business. We finally have a path to fuel the CRM system and power the right investments into the marketing that will put the right customers at the other end of the sales funnel.