CRM Magazine

A monthly magazine covering news, issues, profiles, and trends in the field of customer relationship management. Focuses on the integration of technology and organizational strategy to develop and maximize the potential of the relationships between organizations and their customers.

Articles from Vol. 13, No. 11, November

After the Revolution: Salesforce.com Was Careening toward Bankruptcy. Even Marc Benioff Secretly Feared His Company's Days Were Numbered. but Then Revenues Picked Up-And the Revolution Began in Earnest. He's Shown He Can Topple an Industry-But Can He Lead One?
[ILLUSTRATION OMITTED] Marc Benioff sees Salesforce.com as more than a mere company, and himself as more than a mere c-level executive. He views his tale, as he recounts in a just-published memoir, as "the story of how Salesforce.com created a new...
All for One, and One for All: A Special Salesforce.com Edition of Real ROI
For all the discussion of people, processes, and technologies, what matters in the end is results. That's why, every month in the pages of CRM, we take the time to focus on several case studies describing companies that have solved their real-world...
A Salesforce.com by Any Other Name: What Do You Do When Your Brand No Longer Reflects Your Offerings?
DISPLAYING no apparent intention of switching to a new moniker, Salesforce.com's name seems increasingly outdated. The once-ubiquitous ".com" now reeks of a decade well past its sell-by date. And, as the September announcement of the Service Cloud...
At Your Service-But Not Yet? Analysts Say Salesforce.com Has Only Just Begun to Gain Traction in Customer Service-And That the Company Will Have to Look beyond the Cloud
The name "Salesforce.com"never evoked a connection to customer service--and virtually none to contact centers--but here's the Marc Benioff remedy:Make your largest-ever acquisition, land a major partnership, glom onto the most buzzworthy technology...
Be Nimble, Be Quick: Ingres Sticks to the Software-as-a-Service Model for Cost Savings and Deployment Flexibility
* Given that Ingres, a provider of open-source information management services, embraces deployment flexibility, what were the requirements in choosing a software ecosystem? I came on six months after Ingres implemented Salesforce. I then had the...
Buzzer Beater: Comcast-Spectacor Takes a Shot-And Scores More Revenue for Email Campaigns-With Salesforce.Com
[ILLUSTRATION OMITTED] A professional sports team can have a hard time selling tickets if the team's performing poorly, or if upper management makes an unpopular roster move. That's a day-in, day-out reality, but the sports business is still a business,...
Cloud Formation: The Co-Author of Marc Benioff's New Book Reveals the Creation Story Behind the Creation Story
Want to get to know Marc Benioff? Well, in addition to this issue's exclusive question-and-answer interview (see "The Cloud Pleaser," page 28), the co-founder, chairman, and chief executive officer of Salesforce.com has also now given us a look Behind...
Cloudy, with a Chance of Reign: Salesforce.com Made Software-as-a-Service Its Trademark-Can Lightning Strike Twice with Cloud Computing?
It's a big leap from "small-shop CRM provider" to "enterprise cloud-computing giant"--some might say an impossible one. Having hurtled past the billion-dollar mark in annual revenue, however, Salesforce.com is reaching beyond its sales force automation...
Compensation Management with a Real Payoff: Open-Source Software Provider Ingres Commissions Xactly to Automate Incentives
Ingres, a provider of open-source information management services, sees itself--and its solutions--occupying the cutting edge. (In fact, executives there boast of having the industry's first relational database.) One Ingres department, however, was...
CRM Undergoes an Experimental New Treatment: An Older CRM Vertical Gets a New Dose of On-Demand Technology
The customer relationship in the pharmaceutical industry is complicated. A customer can be a physician, an institution, an insurance company, a clinic, or even a patient. Because of the vertical's stringent requirements--security of data is paramount--CRM...
Facebook Is the Future of CRM: Only Social Media Can Put the Customer Back into CRM
ONCE A DECADE, a technology emerges that fundamentally changes the business landscape. In every case, companies that understand the technology win out. The 1970s had mainframe computing, and the '80s brought us the personal computer. In the 1990s,...
Pint of View: Marc'ing Time in San Francisco: It's Been 10 Years since the Founding of Salesforce.com, and CRM Has Never Been the Same
NOVEMBER RELIABLY DELIVERS icky weather, American football, and holiday expectations. It's a time when we start to consider what in our lives makes us truly thankful. "Oh, great," you think. "Lager's copping out again, giving us another holiday-of-the-month...
Sage Reseller Closes Shop-And Opens Up to Poachers
On July 6, the largest reseller of Sage solutions in North America suddenly shut down. The industry seemed blindsided at the time by the reversal of fortune at Dallas-based MIS Group--celebrated as Sage's top revenue-earning channel partner for two...
Sales Away into the Cloud: Software-as-a-Service Has Expanded Horizons-But Your Sales Reps May Ultimately Need a Unified Solution
When Joe Galvin started his first job, as a door-to-door salesman for Xerox, he says he needed just three things: sales training to provide the necessary skills; familiarity with the sales process; and knowledge of his company's offering. These...
Salesforce.com: One Leader. One Decade. $1 Billion
IN THE LATE 1990s, Marc Benioff was working at Oracle when he had an idea that would revolutionize the way companies conduct business--CRM delivered as a service, or the on-demand/cloud-computing model that we know today. The idea was to offer companies...
Salesforce.com's Secret Weapon: The Management Process That Marc Benioff Calls "The Glue That Binds Us"
The mission statement. The corporate philosophy. The mantra. Many companies put into writing the guidelines or goals they aim to live by--perhaps the most famous example of recent years being Google's self-a-dmonition," Do no evil." In the case of...
Selling to the Sales Experts: The Sant Corp. Discovers That Even Expertise in Sales-Specific Software Can Be Bolstered by an Integration with Other Sales-Specific Software
Dr. Tom Sant founded his business-communications consulting firm, The Sant Corp., 30 years ago. Fifteen years later, he developed software to help companies increase sales efficiency by automating the creation of proposals, documents, and presentations,...
Sign 'Em Up! as Companies Look to Cut Costs and Streamline Operations, Electronic Signatures May Be Entering a Renaissance Period
CONSIDER FOR A MOMENT how the Dark Ages finally gave way to the Renaissance: The capability for learning had been there all along, but a complete shift required evolution and expansion. The same could be said of the electronic signature. Bill Nagel,...
The 10-Year Timeline
An organization, of course, is more than the sum of its actions--but Salesforce.com, in particular, is a company that likes to make moves: dozens of upgrades, scores of announcements and preannouncements,hundreds of partnerships, thousands of downloads,...
The Cloud Pleaser: Marc Benioff Has Upended the CRM Industry with His Vision, Service, Marketing Prowess, and Tenacity
[ILLUSTRATION OMITTED] When one thinks of CRM in the cloud, it's only natural to think of Salesforce.com. In just 10 years, the company has grown from a money-losing startup that at one point seemed headed for bankruptcy to a robust and expanding...
The Man Who Moved a Paradigm: An Evaluation of the Changes Wrought by Salesforce.com's Marc Benioff
I THINK WE HAVE enough data to call this one: Marc Benioff should go down in history--or at least the history of the software industry--for his nearly single-handed invention of on-demand computing. There are numerous others who could at least plausibly...
The Partner-Proliferation Problem: An On-Demand CRM Platform Involves a Partner-Selection Process as Well
AS SOFTWARE-AS-A-SERVICE (SaaS) CRM has matured, marketplace adoption and venture-capital investment have driven the introduction of cloud-based platforms and ecosystems of pre-integrated applications and utilities. These ecosystems surround and extend...
There's an App for That: The AppExchange, Salesforce.com's Application Marketplace, Simplifies the Selling Process for Developers and the Buying Process for Users. What's the Catch?
Even before Apple's iPhone App Store made the phrase famous, Salesforce.com was effectively telling users that, when it came to adding functionality, "there's an app for that." No surprise, then, that when the AppExchange marketplace debuted at the...
The Vendor Vultures: CRM Providers Are like Scavengers These Days, Eager to Poach from a Competitor's Client List
[ILLUSTRATION OMITTED] It's becoming increasingly difficult to identify a CRM vendor's key competencies or customer base. The game of moving upstream and attracting new customers seems to have grown more complicated--with the mainstays in the CRM...
They've Got Your Number: Enterprises Now See the Potential for Telephone-Enabling Technologies and Software-as-a-Service to Help Capture the Voice of the Customer
[ILLUSTRATION OMITTED] The recent fight over the Google Voice application for the Apple iPhone has the Federal Communications Commission (FCC) scrutinizing competition in the high-tech and telecommunications sectors. No resolution had been reached...