The CRM Industry Has Awakened

Businesses are more interested in deploying a CRM strategy

Earlier this month, I was invited to speak at a manufacturers industry conference in Maui (tough gig, huh?) on Customer Relationship Management (CRM). A week later I was speaking at CMP Publication’s Xchange Conference for white box developers (resellers who build their own PCs for small businesses such as their local school district, doctors offices, and other such local businesses) in Las Vegas on CRM. CMP is the publisher of VARBusiness Magazine, Computer Reseller News, and other reseller related publications. After that I flew to Chicago to speak at a seminar to an entirely diverse mix of small to medium sized businesses on CRM. At this seminar was an Editor for a medical business newsletter that is distributed to over 3,500 health care businesses. He wants to do an interview with me on CRM.

So what’s all this interest in CRM lately? Four CRM speeches/interviews in one month! My travel agenda wasn't mentioned to demonstrate how busy I’ve been. I simply wanted to impress upon my readers how important CRM is to small to mid-sized businesses today more than ever. And did you notice the diversity of these audiences? Manufacturers meeting in Maui (these are the guys who build the machines that make furniture, kitchen cabinets, pallets, two-by-fours, wood doors, and just about anything made of wood). PC builders meeting in Las Vegas. A complete mix of businesses meeting in Chicago. All in the same month and ALL to hear about CRM. Plus, a healthcare publication wants to write about CRM for their 3,500 readers. What an incredible mix of businesses. Clearly CRM is blind to businesses, markets and industries. Anyone can use it and everyone needs it.

My speaking schedule will continue to be full this year with engagements for audiences who want to hear what I have to say about planning and designing CRM implementations and strategies. In fact, on June 6 I am the guest speaker for a Webinar hosted by FrontRange Solutions (the makers of GoldMine) about my last book, Smart Marketing (Click HERE to register for the Smart Marketing Webinar on June 6 and get a free Smart Marketing eBook). Again, this event is about CRM! On top of this, I have been signing up more clients for GoldMine implementations than I have in quite some time. Businesses are starting to spend money on these initiatives. It seems that everyone is ready to move forward with their CRM initiatives. The CRM market is starting to explode!!

Across the board, regardless of the audience or business I present to or speak with, I get the same reactions, questions and concerns. Businesses want to know how to deploy their CRM strategies. They want to know how to get management buy-in. They want to know how to get their sales people to use the system. They want to know what it takes to successfully plan and implement their CRM strategy. They want to know what the best product or platform is to use. It is very clear to me that companies are making major efforts to initiate a CRM solution for their business. They seem to realize that the reason for doing this is to help acquire and, mostly, retain their customers. They seem to have awakened to the fact that they are losing customers to competitors and they need to get their act together and start focusing more on their existing customer base.

My point is, from what I am experiencing, the industry has awakened and businesses have become more interested in deploying CRM strategies. I’m not sure why. It could be that awareness has increased (finally!). It could be that the economy is improving (finally!) and businesses are prepared to release budgets for these initiatives. It could be that businesses are tired of losing customers to their competitors. It could be all of these reasons or it could be another set of reasons. My sense is that it’s a combination of increased awareness and an improved economy allowing companies to spend more money to solve problems such as customer retention. Whatever it is, it is growing and it is growing quickly.

Are you in this boat? Are you addressing your CRM requirements – Requirements beyond just CRM technology? Requirements such as developing a CRM strategy for your business; a company-wide strategy. If not, you should. If you need help, call me so we can discuss your needs. Since CRM & Sales consulting, speaking, training and writing are my business, I am thrilled to see this trend. I look forward to helping any one of you who could use my assistance. Get on the boat or be left at the dock.

Good Luck & Good Selling!

Russ Lombardo
 

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