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Predictive CRM: The next wave of CRM?
Traditional CRM is outmoded, says Brian Kardon - so it's time for predictive CRM, something that will take sales from art to science.
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Share this CRMAdvocate Story
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The world was a very different place 25 years ago. There was no internet. There was no email. And mobile phones were the exclusive property of the wealthy (who also required significant upper body strength to use them).
It was into this world that CRM was born, in essence little more than a contact management system.
Even 15 years ago, things were still very different than today. The internet was still in its infancy. Email was still gathering momentum. And mobile phones were still strictly for phone calls.
By this time, CRM had gained customer service and support functionality and sales force automation, but at its heart it was still its contact database.
Spool forward to 2012, and the question is whether CRM has evolved sufficiently to keep pace with the changes that have taken place in the wider business landscape.
One person who is not convinced is Brian Kardon, former chief marketing officer of Forrester Research and marketing automation vendor Eloqua, and current CMO of Lattice Engines, who believes that CRM has become a “dated technology”.
Read the entire MyCustomer article
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