Keynote for the PhillyForce 2014 conference during Philly Tech Week

1. CRM In the Information Age
Michael Fauscette
Group VP, WW Enterprise Software Research
@mfauscette

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Transactions
Sales Force Automation Marketing Automation Customer Service
Decisions Relationships
Customer Relationship Management

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Transactions
Sales Force Automation Marketing Automation Customer Service
Decisions Relationships
Customer Relationship Management
Customer Managed Relationships

5. The Information Revolution
Economic changes
Technology changes
Social Changes
Copyright 2013 IDC

6. Expectations
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8. And…
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Information is “out of the barn”
Explosion of Technology – Mobile, Social, Cloud, Analytics
Consumerization
“Telling” isn’t Credible
Cold Calling is Impossible

9. CRM
§ Customer Experience
§ Community and Content
§ The Mess that is Digital Marketing
§ Service / Sales / Marketing being redefined by
3rd Platform Technologies (Mobile, Social, Cloud,
Big Data/analytics and IoT)
Copyright 2013 IDC 9

10. Applications to Enable Experiences
Customer Experience
Management (CXM)
Employee Experience
Management (EXM)
Partner Experience
Management (PXM)
ESNandInnovation
Management
DigitalCommerce
Socialytics
Cloud
Mobile
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11. Communities
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Sales and Marketing

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14. Copyright 2013 IDC

15. Conversation based on mutual need
and trust
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Circle of Trust
Optimized for the
“quote”
Optimized for
building trust /
creating value

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Sales Marketing Service
Engagement
Move from “automation” to orchestration

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19. IDC’s 2014 Marketing Technology Map
v1.0 = 78 categories
19
Moni-
toring
Pub-
lishing
Content
Mktg
Platforms
Mobile
Apps
Ad Buy
Optimization
Off Line
Ad Mgmt
Display
Ad Mgmt
Location
Based
Mobile
Ads Other
Mobile
Retargeting
Search
Ad Mgmt
Web Content
Mgmt (WCM)
Mobile Web SEO
Chat
Social Login/
Sharing
Community
Mgmt
On Line
Video
Platforms
Customer
Portals
Search
Content
Mktg
Platforms
Recom-
mendation
Engines
Tag
Mgmt
Personal-
ization
Web
Retar-
geting
Web
Ads
Other
Social
Ad Mgmt
Search Ad
Mgmt
On Line
Video
Ads
Web
Display
Ad Mgmt
Clientelling
eCommerce
Platforms
Merchan-
dising
Social
Commerce
Real Time
Offers
On Line
Catalogs
Mobile POS
Integrated
Mktg
Mgmt
Mobile Apps Email Mktg
Tele-
marketing
Direct Mail
SMS/
Text
Online
On Site
AR/PR
Mgmt
Loyalty/
Gamifi-
cation
Direct
Sales
Tools &
Portals
Partner
Relation-
ship
Mgmt
Monitoring
Publishing
Digital
Publishing
Graphic &
Web Design
A/V
Authoring
Tools
Diagram-
ming
Office
Apps
Surveys
Cat/
Cluster
Engines
Lang
Analysis
Q&A
Engines
Digital Asset
Mgmt (DAM)
Doc Mgmt
Market Intell
Mktg
Dataware-
house
Data
Mgmt
Web
Analytics
Social
Media
Analytics
Predictive
Analytics
Segment-
ation
Reporting/
BI
MRM
Budget/
Plan/
Track
Web
Confer-
encing
Team
Collabor-
ation
Project
Mgmt
Instant
Commun-
ications
Ent
Social
Networks
Email
Apps
Rich Media Search Text Analytics
Competitive Intell
Customer Intell
Enblmnt Social MktgOtherEventsDirect MktgDigital Commerce
Portals CMS
Content Search and Analytics
Authoring and PublishingWebsite Mgmt
Web Ads
Mobile Ads
Advertising
Other Ads
Mktg Data MgmtAnalyticsMRMCollaborative Apps
Interaction Content
Data and AnalyticsMgmt and Admin

20. Listening
Content
Creation
Content
Curation
Identify
"Events"
Support
Purchase
Process
Support
Ongoing
Relationship
Customer
Community
Inbound Marketing

21. Community
CX Modeling - Buying
Copyright 2013 IDC
Need Brand
Awareness
Education
Evaluation
Decision Purchase Advocate

22. Connected Experiences
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23. Customer Service Redefined
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24. Customer Experience Model
24
Want
or
Need
Personal
Network
Brand
Awareness
Evaluation /
Education
Decision
purchase
Customer Community
Advocate
Customer
Service
customer

25. Michael
Fausce,e
Group
Vice
President
So7ware
Business
Solu:ons
mfausce,e@idc.com
@mfausce,e
about.me/mfausce,e
Thank You
Blog: www.mfauscette.com
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