Revisiting his “Connected CRM” (cCRM for short) theme of the previous year, Williams provided an update and noted the move “from the campaign-focused world to the customer-focused world,” and how it’s now about utilization of relationships, rather than “the matching” of data points. And, for the marketer’s bottom-line purposes, it’s about how those relationships get monetized.
In spite of all the talk of addressability, though, “world-class” segmentation capabilities remain critical, said Williams as he talked through his agency’s “segment plan” and “segment brief.” His message: you can only create so many one-to-one conversations. At a certain point, the marketer needs to drive scale – hence, segments.
As part of Merkle’s proposed CRM framework, Williams didn’t hesitate to tell his customers that this is a significant capital investment, and they’re going to need sponsorship from the C-suite rather than permission, as well as a commitment to an ongoing management of a comprehensive view of the customer.
As he closed, he noted the five dimensions of "Connected CRM" to be discussed during the Summit’s three-day agenda: Customer Strategy, Experience Strategy, and the Financial, Infrastructure and Organizational requirements to make a "Connected CRM" strategy successful.