Vivian Wagner

About the Author Vivian Wagner


Exclusives

Radius CEO Darian Shirazi: Solve for Data Decay

“One of the interesting things about CRM and marketing automation is that most of these systems have poor data quality,” said Radius CEO Darian Shirazi. “Typically, customers buy data lists or get inbound leads, and the information associated with those accounts, opportunities and leads ends up decaying quickly and being inaccurate. The problem is keeping that information up-to-date.”

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Demandbase’s CEO Chris Golec: Finding the Companies That Should Be Buying From You

“Account-based marketing is really about marketing to the accounts that are aligned with your sales team,” said Demandbase CEO Chris Golec. It’s been done for years, but today there’s a whole technology and practice around being able to market to accounts at scale, and this wasn’t possible until about four or five years ago. It’s a focused, targeted marketing approach.”

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Marketo VP Mike Telem: ABM Lets You Dust Off Old Marketing Techniques

“Account-based marketing is all about targeting key accounts. It’s a strategy for marketers to focus most of their efforts on key accounts,” said Mike Telem, vice president of product marketing at Marketo. “In most B2B businesses, you have a small number of accounts that are the most valuable. So it makes perfect sense that focusing on those accounts provides a better return on investment.”

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AvePoint CEO TJ Jiang: Innovation Through Collaboration

The latest CRM trends “are part of the whole movement toward digitization of the workforce,” said AvePoint CEO TJ Jiang. “We see much more integration and automation in the CRM space. We’ve been working, for instance, to digitize a social welfare organization, where caseworkers will go in the field to service underprivileged children. … Historically, it’s all been paper-based.”

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Aviso CEO K.V. Rao: Humans, Machines and Magic

“CRM is a mature industry, but it’s fundamentally not moving the needle for the user, for the subscriber — the sales rep or manager. It’s fundamentally recording your activities, but it doesn’t really let you commit with confidence to drive the right outcomes,” said Aviso CEO K.V. Rao. Predictive analytics “can help you find the right content faster. That’s what the state-of-the art is for sales.

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Bullhorn CMO Gordon Burnes: We’re Going to Flip the CRM Paradigm

“I dare you to find a sales person or account manager who enjoys spending the last 45 minutes of the day inputting data into the CRM system,” said Bullhorn CMO Gordon Burnes. “A lot of companies are facing the CRM adoption challenge. Why is it that this account record doesn’t have much data in it? When was it that the account manager last visited? That information just doesn’t get into CRM.

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Pegasystems CTO Don Schuerman: Trust the Technology

Customers may not understand the processes that drive their experiences, and they’re not eager to look under the hood, suggested Don Schuerman, CTO of Pegasystems. “The contemporary customer doesn’t really care about CRM. They care about the experience they have, and in most cases they know little or nothing about the fact that there’s a technology behind the scenes called CRM.

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CFB Strategies Cofounders Anderson and Vaillancourt: Catching Up With CRM

CRM innovations in recent years have had a significant impact on campaigns and nonprofit organizations, according to CFB Strategies President Trace Anderson. “Traditionally in the campaign world, it was an old-school mentality of just collecting checks,” he said. “Even when I started working in politics, from 2006 to 2008, everything was done by hand.”

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Xactly CEO Christopher Cabrera: Understanding CRM’s Boundaries

It’s important to recognize that “CRM is growing up,” said Xactly CEO Christopher Cabrera. “It’s becoming more useful to the CRM user, who is predominantly the sales rep or whoever is managing the customer relationship. The sales performance management, or SPM, space is on a collision course with CRM, because what CRM doesn’t do is allow the reps that are using it to make sense of it all … .”

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Zendesk SVP Matt Price: CRM’s Super-Exciting Road Ahead

The most important trends in CRM right now are “the rise of the millennials, the rise of the promoter economy, and the rise of the conscious consumer,” said Matt Price, Zendesk’s SVP of emerging businesses. “The ‘R’ in CRM is relationship, and all of these things impact how we develop relationships with our customers. We’re moving beyond a series of transactions to relationships.”

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Salesforce VP Lynne Zaledonis: Intelligence Is the Next Generation of CRM

Salesforce VP Lynne Zaledonis drives product marketing and sales enablement for Sales Cloud. In order to succeed in the age of the customer, companies need to understand that the new cloud, mobile and social world we find ourselves in “has produced trillions of pieces of customer data, and it’s totally changed how we engage with our customers, and how they engage with us,” Zaledonis said.

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SugarCRM CTO Clint Oram: Make Every Customer Experience Extraordinary

SugarCRM cofounder Clint Oram is one of the original architects and developers of the Sugar application. As the company’s CTO, he currently leads SugarCRM’s corporate development strategy and alliances teams. The biggest CRM challenge right now is that “technology is changing the way customers work with companies,” Oram said. “Technology has driven speed and relevancy expectations through the roof.”

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