Often (in my consultancy) responsible ad managers or MD's tell me proudly, that they have now updated their database application and/or bought a wonderful CRM System and they are now ready to earn (wait for) the benefits to come ... even before the started to figure out their CRM (Customer Relation Management & CVM (Customer Value Management) processes and algorithm.
Brian Carroll's (on his Blog B2B Lead Generation) pointed me to an article from Scott Bekker, editor in chief of Redmond Channel Partner Magazine (for which he was interviewed) headlined
Reaching the Decision Makers
Scott's article gives a good round up on the process and reasoning, why these days, you have to work 'harder' ...
