Had a great time last night at a Cambridge Network #cbnwk . Fellow speaker was Simon Elliott and he had fascinating insights into CRM. I’d kinda forgotten CRM as last decade thinking but obviously wrongly.
Simon has developed bespoke membership CRM platforms for his various employers over the last ten years- and has done it for Abcam a fascinating company that provides antibodies to the scientific community. 70,000 different products that all look like spit in a test tube!
1000 orders per day and no salesforce – a company that thinks buying journeys not selling.
What’s interesting is that all queries coming in our routed by an analytics engine according to who’s working, how big their inbox is, their expertise, the history on so on. Now’s that ‘s clever CRM.
There was some debate about the 50,000 emails a day going out. But again the CRM analytics are working out who to send what based on new products, new information and relevancy.
This should be called BRM not CRM – buyer relationship management.
