Social CRM The Future of Sales and Marketing?

I believe that CRM or customer relationships management software is going to be going through some major changes in the next 24 to 36 months.  Not all organizations will have a need for this change, but for those of us who will benefit from this next generation CRM it is an exciting development. Jeremiah Owyang was one of the first people I heard talk about it.

What I am talking about is real time, permission based data on clients that will have the potential to tell us everything from what time of day they are most likely to answer a twitter comment from us to what events they are attending and what brand of TV they prefer or “favorite.”

This data is available on most contacts you have if you are connected to them on Facebook, Twitter, and Linkedin but the challenge is managing the noise and the chaos to hone in on the events, preferences, and people that matter most to your sales, networking and community building efforts.

A comment made to me on Twitter just moments after recording this podcast was:

From: @Raize604 @shanegibson it’s also more high maintenance CRM which makes me wonder if its worth it” (He was referring to all the trouble with watching clients and prospects on multiple networks)

A properly engineered and formatted Social CRM can pull all of this data for you, filter it, help you focus on a target group and tell you when specific people or groups are most responsive to what messages in what mediums.  Here’s today’s sales podcast on Social CRM:

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April 16, 2009 · Filed Under * Sales Podcast, Internet Marketing and SEO, Marketing and PR, Sales Articles, Sales Blog, Sales Management Blog, iPhone Podcasts, sales assessment tools and indicators

Comments

  • Sales Jobs
    Thats all are really exciting. This post has really a lot to know about CRM.
  • Shane Gibson
    @Jeremiah That all sounds really exciting. I'm glad to hear it is coming sooner than later. I will line up to be one of the first to use it as I am now approaching the classification of "Social Media Evangelist" and need a solid way to systematically organize this (while having fun with it still!).

    My clients see the value, a number have embraced social media very effectively with their sales teams and we're definitely looking for ways to help them spend less time hunting for data and more time building community.

    Thanks for planting the seed for this podcast with your blog entry. http://www.web-strategist.com/blog/2009/03/06/social-crm-when-registration-pages-go-extinct/
  • It's happening faster than you think. Radian 6 and Scout Labs have already showed me early features they've integrated. I spoke to Salesforce who's integrated with Twitter. Apprio who is pulling data from FB to SalesForce, and I spoke to Neighborhood America today who is fueling Microsoft's CRM tool. SAP is pulling in Twitter data.

    Little pieces are slowly getting integrated, it's interesting to see it unfold. Great podcast,you've a good voice for speaking.
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