I recently read a blog post by Jeri Ledford entitled, 5 Ways to improve CRM Adoption. While the article has a lot of food for thought, as a customer reference evangelist, I’m drawn to one sentence: “A CRM system is a tool, but CRM—customer relationship management—should be part of the corporate culture.” This is at the heart of CRM success and, specifically, customer reference management.
An interesting Salesforce.com blog post by guest Adrian Davis caught my eye recently. With the uplifting title, 3 Reasons Why Your Sales Enablement Efforts Will Fail, how could I resist finding out more? After all, my company is in the business of helping other organizations succeed by automating the entire customer reference management process.
There are so many ways to assess the success of a customer reference/advocacy program. Some programs are very content-centric. Some are designed to serve Sales first and foremost, everything else is gravy. Some only focus on North America with modest support globally. Many have a broad scope (reference requests, communities, content, advisory boards) and others are laser focused. So how do you decide which ones to emulate if you’re starting a program or revitalizing a program and looking for best-in-class? I offer these considerations: [Read more →]
Dreamforce 2014 has wrapped up with a bang and a host of new products. Marc Benioff’s vision of world connectivity, mobility and collaboration seems to be on a fast track, and the customer advocacy programs world is walking in lock-step from where we sit as the developers of ReferenceEdge. His keynote theme, the Internet of Connected Customers, certainly resonates with us.
We see it all the time. The excitement of a new customer reference program launch. Sales, PR, AR, social media and investor relations see relief from the often fruitless search for reference customers. There’s lots of buzz and a rush to build out the customer reference pool to it’s optimum level. This is the honeymoon period for a program, which lasts for about 2-6 months. Then the inevitable question: Is it making a difference?
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If you attended last year’s Dreamforce event, you heard “Salesforce1″ mentioned—a lot. It’s a big investment by Salesforce.com® aimed at providing tighter integration between all its offerings, a single development platform for any device and additional capabilities to connect, in even more ways, effortlessly to other applications. It’s a game changer! For details read Forrester’s perspective.
The Sales environment has changed in many ways in the past 5-10 years, depending on your industry. The change having the most impact in B2B is that buyers do far more research today before contacting salespeople.
Finally, customer reference management software built just for Salesforce®!
If your company uses Salesforce and you don’t have an app to manage your program, or your needs have out paced your current solution, see what’s possible with a native Salesforce app purpose-built for customer reference management. Hear from Wendi Wolfgram of FrontRange Solutions who will describe the before and after difference a native app makes. Join us and bring your sales ops colleagues too to see ReferenceEdge™ in action!
It’s been 9 months since we launched ReferenceEdge℠, a native customer reference management app for Salesforce®. When we embarked on our journey to build on the Salesforce platform we did it with great anticipation. The promise of leveraging the Salesforce infrastructure, reporting and dashboard tools, workflow features, granular permissions capabilities and more, made us giddy.