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Retargeting May Work, but Pretargeting May Work Better
December 18, 2014
The practice of repeatedly serving up ads for products consumers previously viewed or asked about -- called "retargeting" -- not only works, but works so well that its use is spreading beyond simple marketing. So says a recent survey of marketers conducted by Adroll, which provides this type of ad technology. The company released the results this week.
Year-End Thoughts
December 11, 2014
We are now through almost 15 years of the century, and for all of that time I have been analyzing the CRM industry as it has evolved. This year, rather than simply reviewing some of the progress we made in the industry during the last 12 months, I'll take a broader view of the decade and a half, which might be more interesting. It certainly gives us a great perspective on how far we've come.
Online Reviews: Separating the Wheat From the Chaff
December 09, 2014
The majority of Americans rely on online reviews, with some 78 percent checking them out before making a purchase, according to a recent survey. Forty-four percent of those polled said they had written reviews themselves. At the same time, many customers doubt the ratings reviewers give products. Perhaps that's because a number of people admitted to reviewing products they never used.
Sales and Marketing Aren't Aligned - but Their Problems Are
December 08, 2014
The numbers prove it: Sales and marketing just aren't playing well together in most organizations. A not-so-small industry has sprung up to attack the issue of sales/marketing alignment, but the problem is so deeply entrenched that it may never be fully eradicated. That's a little weird when you think about it. The two sides are confronting problems that parallel each other.
Customers Speak
December 03, 2014
Several news stories have provided interesting insights into the Black Friday phenomenon and into customer behavior. One indicates sales slipped by 0.5 percent from the same period last year, despite sharp discounting and stores opening on Thanksgiving. Another story shows how the Black Friday phenomenon is catching on in the UK. It looks like the mania is spreading even as it cools in the U.S.
Cyber Monday Reveals New Customer Spending Patterns
December 02, 2014
Despite a ho-hum level of sales volume over the past four days, online sales this Cyber Monday were up 8.7 percent over the same period in 2013 by late afternoon, according to the IBM Digital Analytics Benchmark. Continuing a trend that has been growing for the last few years, mobile sales accounted for 21.3 percent of all online sales on Cyber Monday, an increase of 29.3 percent year over year.
Is Your Mobile Campaign Working?
November 21, 2014
More and more marketers are eager to engage with consumers on the devices they use for just about everything these days -- from connecting with friends and colleagues to consuming and creating content, playing games and, of course, shopping. But are the billions of dollars now being invested in mobile advertising paying off? Brands need to understand which marketing approaches work best.
Platform Native
November 19, 2014
The idea of an omnipotent software platform and the evolution of customer science go hand in hand. Customer science is the upshot of my idea that we're in the process of converting from random acts of CRM in the front office to a more structured, efficient and predictable approach to conducting front-office business. Platforms make customer science possible.
The Terrifying Numbers Behind a Whopping Marketing Failure
November 17, 2014
There are lots of scary things out there -- killer viruses, Earth-smashing meteors, the possibility of yet another Real Housewives show. But those are easy to dismiss and push to the farthest corner of the back of your mind. What's really distressing? Numbers. Numbers are really scary -- specifically, the numbers around things marketers know they should be doing but aren't.
Webrooming Takes the Sting Out of Showrooming
November 07, 2014
Showrooming, the bane of retailers, is the consumer practice of visiting a brick-and-mortar store to test out merchandise and then buying the same model online at a cheaper price. Now there's "webrooming" -- a new buzzword for a trend that's been gaining momentum. Webrooming is the consumer practice of using the Internet to research a purchase and then going to a physical store to buy it.
A Customer Experience Secret Weapon
October 31, 2014
There aren't many areas in business where processes used to save money and maximize deal sizes also result in a better customer experience. The exact opposite is usually the case -- the drive to save money by making an internal process more productive or to increase the amount being sold to the customer usually impacts the customer experience for the worse. A notable exception is CPQ software.
Analyzing Big Data
October 29, 2014
Xactly continues its pioneering ways by analyzing anonymous data collected by its customers in compensation management. If you aren't familiar with the company's groundbreaking market analysis, you might be in for a treat. Its approach is relatively simple but extremely powerful. With the permission of the data owners, Xactly strips out identifying information and conducts sophisticated analyses.
The Customer Science Revolution
October 23, 2014
Bluewolf, the consultancy that was founded to assist customers implementing and deploying Salesforce.com, has released its annual State of Salesforce report. There is very little that's controversial. Salesforce is a juggernaut at this point, growing at an exceptional and exponential pace. My only quibble with the account is that it does not look very far beneath the surface of the statistics.
How Gamification Will Rise From the Trough of Disillusionment
October 02, 2014
Gartner's Hype Cycle Report, which looks at new technologies as they make their way through the inevitable gauntlet of media hype, is now in its 20th year. The various stages are aptly named, and many tech observers are painfully familiar with the early ones. The hype cycle starts with innovation, rapidly moves into the peak of inflated expectation, and then sinks in the trough of disillusionment.
Where Apple Watch Leads, CRM Will Follow?
September 25, 2014
CRM system users are a versatile bunch. Some 29 percent of participants in a recent survey accessed CRM through four devices: laptops, desktops, tablets and smartphones. Twenty percent said they used a combination of three of the aforementioned form factors, and about 81 percent said they used multiple devices to access CRM, according to Software Advice's report.
The Wearables Revolution
September 18, 2014
The wearables market heated up last week with Apple's introduction of its Watch and Apple Pay, and the implications for CRM are interesting. First off, the announcement shows how very young the wearables marketplace is and how far it has to go. Second, even though wearables are by nature devices intimately connected to us and our motivations, they are still devices, which should concern us.
Monetizing the IoT From A to Z
September 10, 2014
There is no question that one of the hottest topics in the tech industry is the rapidly evolving world of the Internet of Things. The seemingly infinite variety of use cases for capturing data from a widening array of connected devices and objects is inspiring the imaginations of corporate decision makers and fueling a new wave of innovation among established and emerging players.
Salesforce's Investment Bodes Well for the Mobile IoC
September 08, 2014
Salesforce.com's vision of the Internet of Customers is getting clearer, and it has a decidedly mobile orientation. The company on Monday announced the launched the Salesforce1 Fund -- a dedicated fund in its newly renamed investment unit, now called "Salesforce Ventures" -- that will pour $100 million into companies building mobile apps and connected products based on the Salesforce1 Platform.
Evolving CRM
August 26, 2014
The CRM Evolution conference held last week in New York was interesting for multiple reasons. Most importantly, perhaps, is the perception that the market is moving into a higher gear, slipping past the restraints of a recession that would not quit. Good things are in store for the industry, I think, as buyers step up their games and vendors unleash a passel of new solutions.
Moving the Sales Needle
August 20, 2014
Apttus and Adobe Echosign earlier this year conducted a survey of more than 100 Fortune 1000 sales leaders, focusing on perennial blind spots for sales managers. Among their just-released findings: One in four companies don't have sufficient KPI insights for average pipeline multiple, deal size, quote-to-cash cycle time and win rate; and four out of 10 take three days or more to generate a quote.
Sales Reach: A Marketing Tool for Reps
July 30, 2014
I was impressed by the announcement by Salesforce.com last week of a new product combination it calls "Sales Reach." It's supposed to be a mashup of sorts between Sales Cloud, Pardot and Communities functionality that helps reps run micro-campaigns, perform nurturing and develop communities. As someone who once carried a bag for a living, my reaction was, "Oh happy day!"
Good to Gooder
July 23, 2014
So far, Satya Nadella's moves as Microsoft CEO echo the teachings of Jim Collins' 2001 best seller, Good to Great. It's about how and why some companies wallow in mediocrity and others operate at several levels of magnitude higher than their peers -- think Apple for one and Salesforce for another. Nadella has done a good job of articulating a vision for Microsoft, a Collins fundamental.
Can I Get My Reputation Back?
July 09, 2014
Ray Donovan was U.S. Labor Secretary under Ronald Reagan and a colorful figure. During his tenure he was indicted by a Bronx, N.Y., grand jury on corruption charges stemming from a contract to build a subway line. The trial involved unions and the mob and was automatically sensational. The verdict turned on whether a construction company got a contract due to mob influence.
Marketing to Mobile Millennials: Misperceptions and Myths
July 08, 2014
Despite their financial burdens -- unconscionably high levels of college education debt and a lackluster job market -- everyone wants to know what millenials want. Where will they live? What will they buy? Mobile, of course, is an important part of millennial life. Young adults would be willing give up the basics -- sex, TV, who knows, possibly even oxygen -- if necessary to keep their devices.

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