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“Among the Blind, the One-Eyed are King”, and other Musings from CRM Evolution 2011 Conference in NYC

Written by Rockannand on August 25, 2011 – 10:31 am -

The Rock Annand Group has hit the conference speaking circuit again after a (too long) hiatus. My 3 favorite cities to visit for conferences are San Francisco, New York and Boston and I hit all 3 in August and September, starting with New York two weeks ago for the CRM Evolution 2011 annual event, hosted by CRM guru Paul Greenberg.

While this conference is not one of the biggies when compared to Dreamforce 2011 (I’ll be there next week) or the Inbound Marketing Summit and Hubspot User Group-HUGS in Boston (I’ll be there too mid-September), I will say it is no less relevant and substantive. There were some great speakers and panel discussions about what’s working and what’s not in CRM and social CRM with some impressive companies telling their stories.

So what’s behind the provocative title?
Well it comes from something my old boss Dave Simbari,  currently CEO of SupplyPro, always says when talking about sales and marketing execution. “Henry, don’t get wrapped around the axle, or boil the ocean when you do this. Keep it simple and follow through and things will turn out fine.”

Translation: most of the pack is too busy trying to define the perfect strategy or building the perfect program and never get anything done and fail to execute. They are blind, so by focusing on the basics, what I call the fundamentals, you can develop and execute sales and marketing programs, supported by CRM, that deliver results even a CEO with ADHD will love.

A Social Business is Just GOOD Business
That simple message could be found in countless sessions the week of August 8th. Even though the conference organizers attempted to dress things up by putting the word “social” in front of the somewhat tired and old CRM acronym, the presenters stayed away from the hype and buzz of social media as something new to try and stuck with the reality of the social phenomenon.

This point was best brought home by R “Ray”  Wang, principle analyst and CEO at Constellation Research, when he said, “a social business is just GOOD business.” What Ray was saying is that being social has always been the key to building relationships and winning business. Businesses and buyers have always conducted conversations about their problems and how they plan to solve them. The difference now vs 5-10 years ago is that they are carrying on their conversations online with peers in a myriad of communities and discussion forums. The question is whether today’s businesses want to listen and participate in those conversations.

Listen and Observe More, Talk Less
The reality is the vast majority of businesses ARE blind (and deaf) to what’s being said about them and their competitors online. Tell me what sales rep would not want to know what their best customers and prospects have said about them or their competitors before their next sales call?

Today’s CRM solutions and the multitude of sales enablement plug-ins allow companies to know so much more about their target audience then ever before. Countless examples were shared (Volvo Trucks) showing how B2B marketers have opened the eyes and ears of sales and executives with more qualified deals.

Ray Wang’s 5 Rules to Adopt to Become More Social
My question is why companies continue to turn a blind eye to what’s happening in their buyers’ world? As Ray Wang  so correctly stated, “We are using disruptive technologies at home and we need to figure out how to bring them into the enterprise. How can IT become more social?” Ray went on to identify 5 rules that businesses need to adopt to become more social:

  • Trust is the new currency.
  • Social is a cultural shift for the enterprise.
  • Building community is the goal.
  • Person-to-person (P2P) is today’s reality – not B2B or B2C – frictionless commerce is where its at.
  • A social business is just GOOD business.

Amen Ray. And I don’t mean Ray Charles ;) .

Listen to our 8/11/11 Webcast:

 Create a Winning Lead Strategy in 90 Days


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Posted in B2B Marketing, Lead Generation, Lead Management, Marketing Automation, Marketing Automation Monday | 1 Comment »

One Comment to ““Among the Blind, the One-Eyed are King”, and other Musings from CRM Evolution 2011 Conference in NYC”

  1. Christine Crandell Says:

    Henry, great recap of the conference. I’d add that B2B buying today is social, trust-based, self-directed, transparent and an open loop. Just because someone buys from you doesn’t mean they are a customer for life; they are always in ‘buy’ mode. Hence, the shift from a linear buying process to a circular one. From my perspective and learned from working with companies on the B2B Buyers Journey, my motto is:

    “All customers are buyers but not all buyers are customers”.

    You dead on, it’s time that everyone take their business personally.

    Christine

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