#Connected crm book how to#

This book explains how to make it a reality-for sustained competitive advantage'. Through years of work in data-driven customer relationship marketing and observations of successful (and unsuccessful) implementation efforts Merkle has developed a customer-centricity blueprint for organizations. CMOs of the future will play a much larger role in all aspects of marketing, sales, service and technology. It's a new source of visibility and accountability for the CMO and a new basis of competitive differentiation for the company. Executed correctly, it's a fundamental shift in the organization's framework, affecting every department, not just marketing, though it puts marketing at the heart of the business and leadership strategy for the organization. Customer-centric marketing isn't merely a tactical implementation plan. The challenge, now that there's 'universal' buy-in on the philosophy, of 'every organization should be 'customer-centric' is the 'how.' How do we successfully implement a comprehensive, data-driven, customer-centric business strategy? The answer is called 'Connected CRM,' the focus of this book. For the first time, marketers are now able to put customers at the core of the business strategy. Marketers are responding with data-driven, digital customer strategies and a collective business model transformation. Those who donвЂ™t will quickly find themselves on a growing heap of failed marketing plans.' Three macro trends are changing the marketing landscape and forcing massive change on most organizations: the digitization of media and channels social media and the ability for consumers to access media anytime, anywhere. A lot!вЂќ -Steve Cone, EVP of Integrated Value and Strategy, AARP вЂњThe marketers who truly learn to harness the power of customer analytics and big data will take the spoils in an increasingly digital age. David shows exactly what needs to be done. Connected CRM helps marketers unpack customer centricity for their organizations, providing real insight into the development of a framework for enterprise customer centricity a framework that promises true sustainable advantage.вЂќ -Tom Lamb, CMO, LoweвЂ™s вЂњNever before has customer data been more available, more necessary to build sales and loyalty, and more confusing to act on. A must-read for anyone who prefers profit over PowerPoint.вЂќ -Manish Bhatt, SVP and Chief Digital Officer, MetLife вЂњIn a data-rich world, consumers demand that marketers turn data into highly relevant and personal experiences-вЂDonвЂ™t talk with me as a member of a segment, talk with me about how you will meet my unique expectations and solve my unique problems.вЂ™ For those of us who grew up in the marketing world of mass and broadcast, this is a tall order. In this book the вЂmвЂ™ is for Marketing and DavidвЂ™s seasoned perspective indeed makes it a capital вЂM.вЂ™ Taking core direct response marketing techniques and moving beyond the simple use of data and analytics, he explores how todayвЂ™s marketers can leverage advances in technology to create successful customer-centric business strategies.вЂќ -Ted Ward, VP of Marketing, GEICO вЂњA must-read for CMOs, and more importantly CEOs, to simplify all the buzzwords around вЂbig dataвЂ™ and dimensionalize the organizational change necessary to become truly customer centric.вЂќ -Theresa McLaughlin, Chief Marketing and Communications Officer, Citizens Financial Group вЂњBig Data, Social, and Cloud have become overused buzzwords with ambiguous meaning, but David brings to bear his years of industry leadership and experiences to break down todayвЂ™s trends and opportunities in a practical, actionable fashion. Praise for Connected CRM вЂњMany books explore the subject of CRM.

Connected crm book