Incestuous relationship between football and marketingWritten by Arvind kumar
Thousands eyes were fixed. Hearts were beating hard against chests. Emotions was high, expectations was weighting on warrior on football field. This was a article moment for David Bekham. He has to take a direct free kick. Human wall was erected in front of football a few yards away. Opponent and helping hands were scattered around in D-area hustling and bustling. And whistle went off.Bekham took kick. It went high in air, cutting it at a very peculiar angle, 46 eyes on field and thousands off field were fixed on rotating wonder. Ball takes a swirling loop and rest is history. Some says it was air, some says it was ball who did trick. But history has given a name to this loop, “Bend it like Bekham .” Not many loop are famous like this. Marketing strategists and marketing need to learn a lot from football, game .What was price of Bekham skill. Priceless! Similarly, Marketing general deliver and perform when emotions and expectation are touching bottom. That defines difference and worth of these super performers from mediocre. They keep their cool , eyes fixed on target regardless of tense situation around . They do unexpected which even their intense opponent do not expect it. Performers known when iron is red hot. Football teaches marketer superiority of personnel, A-team playing with 10 player against 11 player will always be one down similar, a sales force superior in number to competitor will be for better. There would always be a fight between quality and quantity. But as marketing Guru AL Rise say that marketing general never draft their strategy based on quality of personal . That is a risky bet and Erratic performance can divest best lay at plan. Strategy should get success regardless of success of tactics. Similarly match of football should be won regardless of what happens in games at all cost.
| | Is Your CRM System Destined To Fail?Written by David Cowgill
It’s time to put your trusty CRM software to work; to let it earn its keep. You're about to blast an email out to several thousand potential customers. First you run a search of people and companies you want to target. You soon realize something’s wrong when your list is far smaller than anticipated. A quick check reveals many profiles have not been filled in or are missing email addresses. Further inspection shows numerous records are incorrect; others are riddled with typos. And that’s just for starters. With a sinking feeling, you realize this email blast isn’t going to happen anytime soon.Time for some damage control or preventative maintenance Fortunately one of most common reasons cited for high failure rate of CRM systems - poor data quality - is also one of easiest to avoid. Your CRM software is only as good as information it contains. As old programmers motto goes ‘garbage in, garbage out’. So how can you avoid incomplete, incorrect, irrelevant or out-of-date and generally unfit-for-use data from permeating your CRM software? You need to gather your key CRM users together and write a standard guideline document, defining CRM system rules of use. 10 questions that should be addressed: 1. Identify who has what rights to system; who can Create, Insert, Modify or Delete records? Forward this information to your system administrator to record. 2. Decide on a procedure to check for any duplicates before creating a record. Depending on what ‘de-duping’ or ‘data scrubbing’ features your system has, this might require some simple searches before starting a new record. 3. Do you allow abbreviations or acronyms? For example: IBM, or I.B.M, or International Business Machines Inc. A policy on ensuring consistency of input will help to avoid duplications in future. 4. Are records going to be created in Upper and Lower case and when are CAPS acceptable? 5. By when do you expect records, notes and so on to be created or updated? Same day, on return to office? 6. Is primary address of clients to be created as a postal or a physical address? 7. Make sure everyone checks spellings if they are unsure. When in doubt, ask client or Google it. 8. Make rules for creating new tabs or Custom Objects (as salesforce.com CRM calls them.) Every time a new Custom Object is needed, it should first be approved. 9. Ensure that email addresses are put in correctly. Basic but common mistake! 10. Set up procedures, if not supported by your crm software, of how to create records from inbound emails.
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