I worked on an exercise in messaging for a CRM vendor this week, and it was both entertaining and frustrating at times. It was entertaining to hear smart people offer clever takes on what they do (and, perhaps more colorfully, what their competition does), but it was frustrating to realize that the definition of “CRM” is becoming increasingly complex and, I fear, confusing. Part of this is because the people doing the defining are so close to the product — they live and breathe all its features and fully understand its power. Whether the users realize what they possess is another story entirely.
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Successful CRM Champions Start Small, Think Big, Act Fast
Posted by: Christopher J. Bucholtz September 8, 2011 05:00 AMI worked on an exercise in messaging for a CRM vendor this week, and it was both entertaining and frustrating at times. It was entertaining to hear smart people offer clever takes on what they do (and, perhaps more colorfully, what their competition does), but it was frustrating to realize that the definition of “CRM” is becoming increasingly complex and, I fear, confusing. Part of this is because the people doing the defining are so close to the product — they live and breathe all its features and fully understand its power. Whether the users realize what they possess is another story entirely.