Archive for the ‘Uncategorized’ Category

Setting the table for CRM Success

July 7, 2014

Like most endeavors that have complexity beyond choosing a candy bar, having a plan in advance of acting is crucial for a successful CRM implementation. It is also important that this plan be aligned with your organizational needs and objectives, and not those of external support partners.

crm-sports-marketing-data_jpg1

Originally appeared in http://winnersfdd.com/

It is critical to assemble a team of stakeholders, as well as a sponsor and project manager, to initiate and develop the expected benefits/results from undertaking the CRM project (integration with e-commerce, improved sales cycle times…) and to identify risks involved with both implementing and also not implementing the system.

This should be done prior to any potential CRM vendors or partners being engaged, including technology consultants, who may not be as agnostic as they would like to believe. If parties outside the organization are consulted, it should be for very specific asks around the feasibility of achieving the intended results: Potential integration pain points, current industry practices and trends in CRM information cataloging, collection and integration with other systems might be on the table, but specific solutioning should be avoided in conjunction with suppliers of those solutions.

The next phase would be to establish organizational priorities related to the implementation, and build a timeline with specific defined segments as to achieving these priorities. One of these priorities needs to be a consideration of user adoption, and how that can best be achieved. These segments can later be modified based upon the extent of integration needed, solutions chosen, and further understanding of the needs of the organization. Now that a clear path has been defined, it is now time to build RFPs and call in the potential partners.

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Semantic Search…

June 26, 2014

“In many ways semantic search takes us back to the golden days of the Web when in terms of working online anything was possible as long as you had passion, belief in yourself, and energy to work at it.”
― David Amerland

It’s time to try again….

June 22, 2014

“What I regret most in my life are failures of kindness.”
George Saunders 

What I regret second most is not being consistent with posts to this blog (not actually, but I’m making a point….). I did better in the past when I generally created short posts or found insightful quotes to post and briefly discuss than when I tried for deep insights requiring extended thought.

It would seem that I am a microblogger at heart, which is why I have gravitated to Twitter and G+. So let’s see what develops…

BTW…this is also the first blog post I have ever done from a mobile device. In the past, I have decried this practice, so this is yet another milestone.

I’m testing another blog

November 9, 2013

Hi All,

I’m adding another blog to my repertoire in order to test out BlogSpot and compare analytics. The link is http://mtietbohl.blogspot.com and the title is Marketing…The Ever Changing Paradigm. I will likely explore tried and true marketing concepts and philosophy there, as well as emerging trends. Hope to see you there.

Freedom to be wrong…what a concept

October 13, 2013

“Search marketing, and most Internet marketing in fact, can be very threatening because there are no rules. There’s no safe haven. To do it right, you need to be willing to be wrong. But search marketing done right is all about being wrong. Experimentation is the only way. No one really knows whether that page will rank #1 in Google; no one really knows which paid search copy will get the highest click rate. Even experts can’t tell you which content will attract the most links. You just have to try it and see.” Mike Moran, IBM

Claude Hopkins

Claude Hopkins

If Claude Hopkins had had the internet 100 years ago, he could have told you this….

(Thanks to Dan Perry for posting the quote at http://www.danperry.com/blog/online-marketing-quotes/ )

Sometimes Life Just Sneaks Up On You :)

September 8, 2013

Sometimes Life Just Sneaks Up On You :)

Just for fun. Because sometimes that is what you need…

Photo originally posted on Google+ by Jenn Concepcion. Thank you

Innovation isn’t always pretty…

August 24, 2013

“The patterns are simple, but followed together, they make for a whole that is wiser than the sum of its parts. Go for a walk; cultivate hunches; write everything down, but keep your folders messy; embrace serendipity; make generative mistakes; take on multiple hobbies; frequent coffeehouses and other liquid networks; follow the links; let others build on your ideas; borrow, recycle; reinvent. Build a tangled bank.” ~ Steven Johnson

A word to big brands: Growth requires vision for what might be…

August 23, 2013

A couple years back, Joseph Jaffe wrote:

“My message to brands is very simple: Don’t be turned off by a startup’s lack of reach. In fact, this should turn you on! You’re dealing with the most fertile real estate, untouched, and unspoiled by the masses (even your competitors). You have the incredible opportunity to help them achieve their path to reach with your brand dollars, talent, resources, and media. You have the unique chance to join forces with them at the earliest possible stage to co-create and own that big idea.”

This message is even more compelling today. It is hard to know what the next Pinterest might be, or how it will be best commercialized. All too often, big brands want big impacts, and look to established and tried and true methodologies and platforms. But this short term leverage is the old thinking. Big brands still need a place to explore market potential, and to be positioned to explore and understand emerging trends. By the time the “next big thing” really becomes the next big thing, it is often too late, or at least too late to fully leverage the benefit to your brand.

The key is in tapping small communication opportunities that may turn into large communication opportunities at some point. There will be dry holes, and this small game activity may be viewed as a distraction, but this is also the only real way to catch the early tail of a rising media star.

We had no idea….

July 31, 2013

“This revolution, the information revolution, is a revolution of free energy as well, but of another kind: free intellectual energy. It’s very crude today, yet our Macintosh computer takes less power than a 100-watt bulb to run it and it can save you hours a day. What will it be able to do ten or 20 years from now, or 50 years from now?”

Steve Jobs

As visionary and focused as Steve was, I don’t think he saw the scope of what was coming….

Take Your Time to Eat the Donuts…

July 25, 2013

DDdrinkI recently have been reading in various sources (for example, NFR Stores) that Dunkin Donuts has been upgrading sites with a new design that encourages people to linger.

This is an interesting progression in the Dunkin Donuts lifeline. Being originally from the northern Mid-Atlantic region, and having spent significant time in NE and the upper Midwest, I saw coffee shops (DD in particular) as a hangout place. At the time, they had actual counter service (like a diner) and you could also choose a booth or table. Lingering was actively encouraged, as incremental sales occurred from additional time and the products had significant margins. (I hopefully scoured the net for a picture of DDs in the 80’s but had no luck…)

DD new image<

But the feeling also prevailed that was OK to know the staff (and they you), and also the regulars. Some people seemed to pretty much hang out there all day…they were there in the morning and they were there at night. It was the nonalcoholic meeting place of choice, in a time where focus on drinking and driving was just coming into its own.
In recent times, DD has seemed more focused on getting people in and out of the store, pushing the use of drive through windows and generally depersonalizing the locations. In these days of relationship building, the time to re-engage has arrived.

While the new technologies (TVs, wireless, comfy chairs) will help the cause, I think the main objective to once again achieve a feeling of comfort and welcome, of community, and to convey that it is once again OK to just hang…

I for one hope they do achieve this, as it was always more homey to hang in a DD than it ever has been in the more eclectic and or pseudo retro coffee shops today….