Home > B2B marketer's job, Business management, Customer knowledge, Governance of the marketing function, Marketing technology, Uncategorized > New Research on Why CRM Fails…Also Lessons for Marketing Automation

New Research on Why CRM Fails…Also Lessons for Marketing Automation

MIT Sloan Management Review (Spring 2011) published new research on CRM in an article titled, “Why CRM Fails and How to Fix It.”  This is fantastic reading; truly an energizing piece pointing to down-to-earth advice.  The four key insights that the authors drew from their research are equally applicable to marketing automation.  They are (verbatim):

  1. “If the appropriate marketing capabilities are not developed, little or no return will be generated from investments made in CRM.”
  2. “The rate of organizational learning, rather than the size of the company’s CRM budget, determines how rapidly companies can change the way they relate to a consumer, which, in turn, is linked to the length of the consumer purchasing cycle.”
  3. “Top management can provide the money, software and authority to create a CRM program, but such investment must be informed by cycles of learning from consumer insight….an organizational culture that tolerates experimentation will be more successful at building new CRM capabilities.”
  4. “Hard work and commitment are what it takes to develop marketing capabilities…far from being a black box (marketing capabilities) can be developed through conscious, goal-directed learning by those responsible for CRM.”

While some scoff at my contention that today’s marketing is harder than ever before, these insights from the research support that view. Enough of the left brain/right brain argument.  Enough of the data/experience fuss.  Enough of the processs/technology discussion.  It takes them all…along with leadership and courage.  I’ll say that again:  leadership and courage.

Back to the article.  The authors display a matrix with four marketing activities (demand management, creating marketing knowledge, building brands, customer relationship management) on the left and three marketing relationships across the top.  The marketing relationships between companies and consumers are:  transactional (from the 1970’s), one-to-one (based on the long-term relationship focus of the 1980s ) and networked (flowing from online networks, the company supply chain and consumers).”

The latter (networked relationships) is characterized by “co-creating value with a network of consumers,” marketing knowledge coming from “key network participants and shapers,” consumers encouraged to “access a networks capabilities,” and consumer self service.  How different is this from where your marketing is today?  How does this vision apply to your marketing? How will you go about building the capabilities to succeed in this networked relationship between company and consumer?

Don’t be stuck in in the 1990s.  Please read the article and let me know whether it made you want to cheer also…

(Back to marketing automation:  Today’s ClickZ piece on Marketing Automation…Far from Automatic opened once again the discussion of why so many marketing automation implementations fail to deliver expected results.  It makes good points but doesn’t go far enough into a meaty topic that I’ve covered frequently.

Advertisements
  1. 09/25/2014 at 12:03 am

    They might be pretty high-priced, but you will be able to preserve a great
    quantity of time for coaching them. For example, in a
    nation like Britain, company tax return contains completed Corporation Tax Return (CT 600) and
    the yearly monetary documents and accounts, which support the tax
    estimation. When investigating how to start a
    bookkeeping business from home, it becomes clear that everyone needs someone
    to keep track of the numbers — be they in the black or in the red.
    Bookmark this glossary of terms and use it whenever you need
    a quick reference.

  2. 09/24/2014 at 11:42 pm

    One thing that goes in complete favor of corporate apartments
    is that there are no hidden charges. Today, the city
    is making a concerted effort to position itself as a global energy hub with the Energetica project,
    a 750m energy and technology scheme which is predicted to generate an estimated 500m annually.

    Are you thinking of buying property in London as a pied a terre or an investment property in London. You can cook for yourself in your serviced apartment and enjoy the food of your choice.

  3. 09/20/2014 at 12:39 am

    This drills intention is to help quickness and accuracy on the field which will reduce errors and increase
    the chances of great plays. Remembering that you can only love
    others to the extent that you love yourself,
    you truly must love yourself unconditionally and reaching this state-of-being can take weeks or even months
    of effort. We do not want to run into a challenge as time goes on where the
    youngsters simply want to take a seat home as well
    as take in junk food as well as sit on right now there grows.
    Third, pull the football in close to your bicep to protect it from opponents jabs and
    attempts to make you fumble.

  4. 08/04/2013 at 2:31 am

    Everything is very open with a precise explanation of the challenges.
    It was truly informative. Your website is extremely helpful.
    Thank you for sharing!

  5. 05/28/2013 at 11:02 am

    A cosmetic company in New Zealand has taken the hard work out of
    finding and using these natural oils they have done the research and
    testing and have developed a line of skin care products containing many forms of natural oils.
    With the first technique, the thumbs are positioned on
    the top of the feet and then massage in a back and forth motion up and down.
    It retains its natural glycerine, one of the best skin softeners.

  6. 05/28/2013 at 10:46 am

    The oil is effective in preventing sun burns and is
    used in sunscreen lotions. In addition it promotes the
    healing of the skin by its astringent and antiseptic qualities.
    Grapeseed oil, as the name suggests, is pressed form the seeds of grapes.

  1. 07/06/2012 at 3:20 pm

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: