Next Gen CRM characterstics

1. Next Gen CRM:
What does the Next Generation CRM looks like and whatis
Salesforcedoing right?
Rohan Sharma
CEO, Paraston Digital
2/3/2016

2. Over the Years Salesforce has
rapidly evolved from simply a
SaaS based CRM provider to a
full fledge Marketing & Sales
Automation provider
What does the next generation CRM
looks like?
Since I have been working in marketing Tech for
half a decade, I thought of taking a stab at
answering this question posed on me on a
frequent basis at my fortune 100 clients “What
does the next generation CRM looks like”. Or in
other words who will disrupt Salesforce.com?
Have salesforce become the animal it set out to
eat? Can and should marketing Tech or a much
smaller CRM landscape try to address the $200
billion Ad Tech Market?
Let me start by pointing what salesforce has
done well so far:
I personally think salesforce
over the years has done a
remarkable job in expanding
from a SaaS based CRM
provider to a cutting edge
Marketing & Sales
automation provider.
 Force.com:
Cloud development platform
 Chatter: for social media element
 Data.com/Jigsaw: data platform to
get data about your leads
 Heroku: a platform as a service
 Radian6: a social media audience
management platform
Now pointing out to the original question on what
does the next generation CRM look like?
I will like to keep it succinct, in my view the next
generation CRM shall have the following
capabilities:
 Ability to create a complete Customer
Profile(for 360 view of customer)
 Predictive Analytics
 Predictive Campaigns
 Customer data Governance
 Ability to capture all Customer touch
points
 Personalized Customer Experience
 Social Audience
management
 Attribution
modelling for campaigns
 Targeted Social
Media
 Call Center Integration
 Ability to get integrated with Systems of
Records, Systems of Engagement &
systems of Insights to give 360 view of
the customer..
The next gen CRM shall have the architecture
which holds all the data and the rest of the
digital silos access it through API’s
If you look at it closely, Uber, Airbnb, simple etc.
are all CRM in their own right.
In my opinion, the next generation CRM is going
to blend Ad tech and other Media Buying and
Sales automation tools into its core marketing
automation software.

3. ARASTON is a boutique management consulting firm focusing on C-Suite strategic & operational
Digital Strategy, Marketing Technology & enabling IT agenda.
PARASTON engages with fortune 100 clients primarily in Southern California region to align & execute
their digital portfolio through cross functional expertise, strategic alignment and operational controls.
Fox Studios, DIRECTV, Dell, Nationwide, Honda &Unisys among its
fortune 100 clientele.
http://www.parastonus.com
Follow us @parastondigita1
Media Inquiries & Sales contact:
Rohan Sharma, PMP, CSM, ITIL, Lean Six Sigma GB
ronnie@parastonus.com
+1 323 236 8723
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