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Nov 4 2021
The Hype About Data-Driven Decision-Making Is Not Being Matched By Reality

This study commissioned from research firm Forrester found that 78% of enterprises report gaps in their data management that prevent them taking full advantage of their data and 64 percent said they find it challenging to actually move CRM data to platforms where it could be valuably used. 

Half of large enterprises worldwide (47%) feel they cannot rely on their CRM data to provide a single source of truth regarding customer data.

For the past few years CRM platforms have been stressing data, data, data.

They’re using AI (Artificial Intelligence) as a marketing tool to lure companies into the enticing world of being able to predict what customers and prospects will do in the future based on their prior behavior. But the reality is not living up to the hype. 

Why?

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Juwel Tan 0 Comments
Oct 13 2021
David Raab of the CDP Institute says CDP and CRM should not be confused.

You do your readers a huge disservice by conflating CDP and CRM.  Yes, both store customer data – as do data lakes, data warehouses, marketing automation, email engines, personalization tools, web content managers, and a host of other systems.  Each of those is designed for a specific purpose and stores customer data in a way that fits that purpose. 

CRM also has its own purpose – to support sales and service agents when speaking with customers – and is optimized for it.  CRMs are notoriously bad at dealing with data that was imported from elsewhere, and with unstructured and semi-structured data types.   

They’re generally poor at sharing their data with other systems.   

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Juwel Tan 0 Comments