QViews: Relative importance of CRM as a marketing technology

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Relative importance of CRM as a marketing technology

October 01, 2015

CRM technology is a given at most large companies these days, and it's often used as a data repository instead of a marketing tool, so no return on investment is expected.

Good SEO and content marketing will bring in new customers, leading to increased revenue. Understanding and using the data in our CRM tools will help us improve our share of existing customers' activities, leading to increased profits and revenue. Why settle for revenue when we can have higher profits as well? How are our competitors handling this issue?

eMarketer: What Technologies Are Most Important to Marketers?, 2015-Oct-1

On the other hand, CRM's relatively low ROI expectations (23%) when compared to its overall marketing technology importance according to US B2B marketers suggests that, while ROI is obviously important to marketers, it's not the whole story.

Posted at 09:51 AM in Leveraging CRM Data for Profits | Permalink | Comments (0)

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Theresa has been writing the QViews blog, her perspective on marketing, Houston, organizations, and innovation for over 20 years.

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BACKGROUND

Theresa Quintanilla

- With MBA in Marketing from Columbia University, began career at Ogilvy & Mather on the advertising account for COMPAQ.

- Discovered passion for using data and technology to surmount marketing challenges.

- Managed various technology accounts and helped win the home decor account Deck The Walls.

- Doubled the size of team at Ogilvy by increasing client satisfaction and account profitability.

- Helped diverse companies uncover fresh data about customers, opening up new opportunities.

- At Service Corporation International, helped prearrangement customers experience new services to help them manage their future.

- At Griffing & Company accounting, discovered accountants were loved by customers for unexpected reasons, opening up new opportunities.

- At Microcomputer Power, CGI, Shell and Service Corporation International, managed complex marketing databases and supported sales with leads and CRM tools.

- Managed and installed several customer relationship management systems, including Salesforce, Goldmine, ACT and Nimble.

- Launching a startup called Steady CRM, and developing the first alumni loyalty program for Columbia University using a regional pilot program.

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Recommended Books

The Cluetrain Manifesto: The End of Business as Usual
by David Weinberger, Doc Searls, Christopher Locke, and Rick Levine. The bible of marketing in the 21st century. Defines a new foundation between organizations and their audiences. (*****)
Permission Marketing : Turning Strangers Into Friends And Friends Into Customers
by Seth Godin. The other foundational book for marketing in the 21st century. Ought to called The Law of Permission Marketing because ignoring it is as dangerous as ignoring gravity. (*****)
Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
by Ben McConnell and Jackie Huba. The best book on how to build and maintain a brand community. (****)
The Rebel Rules: Daring to be Yourself in Business
by Chip Conley. Guidebook for designing a company that will be clearly focused on creating an excellent customer experiences. (****)
Positioning: The Battle for Your Mind
by Al Ries and Jack Trout. Only rated three stars because so much here is now 'common knowledge' in marketing. Still, one of the best marketing books of the last century and essential reading if you're new to the field. Plus, a fun, quick read. (****)