I want a system that will tell me the answers to questions that I forgot to ask. I want a system that anticipates the needs of my customers, predicts their needs and understands their pain points and jobs to be done. This is my CRM Service, an application embedded in a network sensing, listening and learning. It is a cohesive platform that drives my day, week and quarter. The system 'knows me', my schedule, my habits and my business. How far into the future do you think we need to look for a system that looks like this, acts like this and drives you to success; the intersection of a virtual assistant, a Fitbit and super computer. CRM, plan my life...

1. (Beyond) Next Generation CRM
Mitch Lieberman – Sugarcon 2014

2. “…everything has a past. Everything – a person, an object,
a word, everything. If you don’t know the past, you can’t
understand the present and plan properly for the future.”
― Chaim Potok, Davita's Harp
2

3. A Quick Review
What Exactly is CRM?
3

5. CRM is a TLA, or maybe a
Figure of Speech
It is a technology category (which is why we always get
into arguments trying to define it).
5

6. A Figure of speech
A Figure of Speech is supposed to add
clarity, but it does not in this case.
When we group all of the components of
what CRM is supposed to represent,
together, the discussion stalls.
(because they are all moving at a different pace)
6

7. CRM is one part Marketing
No, not just Social, it is a whole lot more
7

10. Two parts Service
With a dash of Knowledge, Community and
Collaboration
10

11. Knowledge

12. community

13. And then there is Sales…
But, what exactly does that mean?
13

16. Sorry, sales was left behind…

17. The Struggle
Making Sales about technology is the
core of the problem.
Technology can make customer support
better, measure marketing efforts, but
struggles to close the deal.
(because people buy from people they trust)
17

18. CRM is NOT one thing
18

19. Before We Push Forward
19
PleaseKeepThat inMind

20. Into the Future…
20

21. The Current State
21
Marketing
Service
Sales

22. Before the next Slide
Take a deep breath… ready?
22

24. What does it* look like?
Augmented, wearable, invasive…
*The Future, CRM, Sales….
24

25. Connected

26. Too Much Data

27. A person of Interest
.
27

28. Google v Apple

29. Date Night?

30. Age: 45 (75%)
Gender: Male (95%)
Glasses: Yes (90%)
Mood: Happy (80%)

34. How do we get there?
One step at a time
34

35. Each Layer of the Technology Stack Has Different Life Expectancy – Like a House

36. 36
THE PACE OF CHANGE

37. How long for each Layer?
• For Touchpoints, it might be 6 months
to 2 years,
• For Application Logic, durability is 3-7
years (give or take)
• For Infrastructure the durability is 10+
but, has a greater degree of variability
(It is industry dependent, that is the fun part)

38. 38

39. Information architects and technologists need to focus on where the
touch points happen — at the user-experience layer — and
understand data ownership.
39

40. The contact-management tools that translate raw data into insights
about the buyer by adding context will offer the most value to
salespeople, not just management.
40

42. Service
SFA
Communit
y
Collab
Speaking With You
Analytics
Speaking About You

43. Thanks

44. www.dri-global.com
mitch.lieberman@dri-global.com