This document discusses content management systems (CMS) and customer relationship management (CRM) systems. It argues that competitive advantage comes from understanding customer intentions rather than just focusing on CMS or CRM alone. Customers now target companies through reviews and feedback, so companies must provide useful content and tools for customer conversations to build connections. While CRM transforms customers through functions like sales tracking, data integrity and privacy issues will be major challenges. The key is to continually adjust based on analytics, add useful customer-focused content frequently, and give customers more value than they expect.

1. CMS AND CRM
Fire, ready, aim, repeat.
David Esrati @TheNextWave

2. this is not a content management system

3. this is not the key to customer relationships

4. a wise man won’t help you

5. In today’s marketplace
competitive advantage
comes from the database
of human intentions.

6. Being discovered
isn’t accidental.
you have to have
what customers want.

7. CONTENT

8. CONTENT

9. You don’t target
customers anymore.

10. They target you.

11. Anyone can be your
biggest critic or
your biggest fan

12. It’s up to you to
provide the tools for
that conversation

13. CONTENT MANAGERS

14. CONTENT MANAGERS

15. CONTENT MANAGERS

16. the more content you have,
the more chances you have to
make a connection.

17. Content
brings them
CRM
transforms them

19. Organizing for America
turned Barack Obama
into the marketer of the
year with CRM

21. CRM
‣ simple help desk functions
‣ inventory management
‣ upsell, cross sell
‣ sales cycle
‣ sales management tracking
‣ market segmentation/suggestion
‣ sales collaboration
‣ campaign effectiveness tracking

24. It’s all about
collecting and
analyzing data

25. Data integrity will be your
number one problem
‣ How real-time is real time?
‣ How honest are your customers?
‣ Does past performance indicate future?
‣ How fast can you react?
‣ What is your customers decision cycle?
‣ How high is the emotional involvement in
your customers decision?

26. Being “Big Brotherish”
will be your number
one obstacle
‣ What are you giving the customer back?
‣ Can you be trusted?
‣ Could that data hurt the customer?

27. Maybe trusting an informed gut instinct is a better answer.

28. Remember the database of human intentions?
Analytics
Zeitgeist

29. Prescription:
‣ Build useful customer focused content
‣ Allow them to build and connect with it
‣ Watch your stats and your trends
‣ Adjust often
‣ Add content as often as possible
‣ Test relationships to gain data
‣ Always give the customer more than they ask
‣ Trust karma for it to work

30. Thank you
www.thenextwave.biz
@thenextwave
937.228.4433