The Broken Data Promise: How CRM Failed and Why Businesses Need It More Than Ever

An eBook from the Smart Data Collective

The marriage of CRM systems and near-boundless quantities of market and customer data was supposed to produce the holy grail of sales: The 360º customer view. It would be comprehensive. Predictive. And foundational for lasting, profitable relationships.

Except that promise was never fulfilled.

So how can you use CRM to tame the data beast and get the jump on your competitors? Find out in this new eBook from Smart Data Collective. In it you'll learn:

• To identify the data that matters
• To monitor and store data so you can leverage it on-demand
• The CRM secrets of some of the smartest executives and most successful companies around

The eBook features an introduction by Esteban Kolsky, principal and founder of ThinkJar, an advisory and research think-tank focused on customer strategies. Other contributions include:

"The Impact of Understanding What Customers Really Want, " by Brent Leary, co-founder and partner at CRM Essentials LLC, a CRM consulting/advisory firm focused on small and mid-size enterprises.

"Moving Forward with Complete Customer Profiles," by Mark Tamis, a noted blogger on social CRM with considerable experience in enterprise software.

"Big Data, Big Problems," by Tyson Hartman of Avanade, a Seattle-based technology solutions provider. As an Avanade Fellow, Hartman is responsible for working with the senior technology team to define the vision and road map of Avanade's solution development practices.