what does the next gen crm looks like and what is salesforce doing right?
TRANSCRIPT
2/3/2016
Rohan SharmaCEO, Paraston Digital
Next Gen CRM:
What does the Next Generation CRM looks like and what is Salesforce doing right?
Over the Years Salesforce has rapidly evolved from simply a SaaS based CRM provider to a full fledge Marketing & Sales
Automation provider
What does the next generation CRM looks like?
Since I have been working in marketing Tech for
half a decade, I thought of taking a stab at
answering this question posed on me on a
frequent basis at my fortune 100 clients “What
does the next generation CRM looks like”. Or in
other words who will disrupt Salesforce.com?
Have salesforce become the animal it set out to
eat? Can and should marketing Tech or a much
smaller CRM landscape try to address the $200
billion Ad Tech Market?
Let me start by pointing what salesforce has
done well so far:
I personally think salesforce
over the years has done a
remarkable job in expanding
from a SaaS based CRM
provider to a cutting edge
Marketing & Sales
automation provider. Force.com:
Cloud development platform Chatter: for social media element
Data.com/Jigsaw: data platform to
get data about your leads Heroku: a platform as a service
Radian6: a social media audience
management platform
Now pointing out to the original question on what
does the next generation CRM look like?
I will like to keep it succinct, in my view the next
generation CRM shall have the following
capabilities:
Ability to create a complete Customer
Profile(for 360 view of customer)
Predictive Analytics
Predictive Campaigns
Customer data Governance
Ability to capture all Customer touch
points
Personalized Customer Experience
Social Audience
management
Attribution
modelling for
campaigns
Targeted Social
Media
Call Center Integration
Ability to get integrated with Systems of
Records, Systems of Engagement &
systems of Insights to give 360 view of
the customer..
The next gen CRM shall have the architecture
which holds all the data and the rest of the
digital silos access it through API’s
If you look at it closely, Uber, Airbnb, simple etc.
are all CRM in their own right.
In my opinion, the next generation CRM is going
to blend Ad tech and other Media Buying and
Sales automation tools into its core marketing
automation software.
ARASTON is a boutique management consulting firm focusing on C-Suite strategic & operational Digital Strategy, Marketing Technology & enabling IT agenda.P
PARASTON engages with fortune 100 clients primarily in Southern California region to align & execute their digital portfolio through cross functional expertise, strategic alignment and operational controls.
Fox Studios, DIRECTV, Dell, Nationwide, Honda &Unisys among its fortune 100 clientele.
http://www.parastonus.comFollow us @parastondigita1
Media Inquiries & Sales contact: Rohan Sharma, PMP, CSM, ITIL, Lean Six Sigma [email protected]
+1 323 236 8723
Global Offices:
orth AmericaLos Angeles,CA,USANsiaNew Delhi, IndiaA