Connard

St. Supéry Vineyards & Winery, in Napa Valley, is an example of a marketer that has successfully implemented an outsourced CRM solution. Its objective was to increase the percentage of its business that is direct to consumer. St. Supéry determined that outsourcing was the correct path due to low start-up costs, access to leading technology and the ability to develop marketing campaigns on a “pay as you go” basis. Quaero worked with St. Supéry to design and build its marketing data mart, and its reporting and campaign-management capabilities. We also integrated customer-transaction detail (response-tracking information) from the vendor St. Supéry uses to support its

Elements of a Successful Outsourced Solution Outsourcing CRM solutions is a growing phenomenon that is generating a good deal of interest. For the purposes of this article, outsourced CRM solutions are defined as marketing automation applications that may include: hosted marketing databases, campaign management, lead generation/management, reporting and/or data mining. These applications may be hosted singly or in a turnkey solution. The benefits of outsourcing a CRM solution can be substantial, both in terms of revenue enhancement and cost reduction. Typically, marketers see benefits accrue slowly in the first few months after implementation, as the new technology and processes are thoroughly learned and integrated

By Brad Connard My brother-in-law the neurologist—it sounds more like the start of a great joke than a discussion about selecting the optimal outsourced CRM solution. That said, my brother-in-law has significantly contributed to my thinking about CRM solutions. He insists that the most challenging part of his job is developing an accurate diagnosis. If done correctly, the cure is frequently the easier part. As I've reflected on my experience in both obtaining and providing CRM solutions, the most challenging aspect also is with the diagnosis. If we don't fully understand the problem, how can we develop the CRM cure?

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