Sameer Patel – The CRM process dysfunction

So I think there are a couple of drivers so one is a just couple of risks if we just look at where we’ve been for the last 10 years and where our efforts had been as organizations to be more efficient. We’ve love to spent most of the last two decades putting in rigid fastest technology in place. We’ve been meeting to places where we can continue to do repeatable things and remove some of the subjectivity that comes with competing work and so we’ve come with the pieces and engines, content management systems and CRM systems and we’ve pretty much standardized everything that we must believe standardize but if you… and we must support obviously content management and file systems and point and all of that different stuff.

But if you step by can you start to look at really to complete specific business activities inside larger organizations and you simply impose that on what value these rigid process systems when you start to see really, really big wide spaces inside our organizations. You take this one, big example which is what a typical CRM process and you look at what series work or a marketing business actually does on a day-to-day basis.

Ninety-five percent of their work is actually scrambling across organizations, finding the right people, collaborating and conferencing and working with people and it’s only one. They have the right answers to the board back to the CRM systems to say, “Hey, I have a new opportunity or I have closed the lead” or what have you. There is really work has been done outside of those vary process systems that we actually put in place. And so when we start to look at this you are going to see nothing else but just a small percentage of time spent and we start to understand how much value are these processes these are bringing to day-to-day process, to day-to-day activities. We start to see that there are massive wide spaces that are today being supported by either file systems or networks or email systems. And so the result is this the organizations we really don’t have a connective tissue across the organization that allows us to rapidly find the right minds across increasingly give an organizations, how the facilities to wrap, to create working teams and project spaces and work together with people and to start essentially and reaching them out but that goes out so that work will actually record to in this very process system is really the best answers we can post for us, right.

Interview conducted by Frédéric Gilbert.

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