CRM Recap 10/26


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Every week, we’ll recount some of the best buzz around CRM and data integration. We’ll review our favorite articles and share the most pressing findings or key takeaways from each.

CIO suicide and the fight against conventional wisdom
By: Michael Krigsman (@mkrigsman)
Why do IT project failure rates near 70%? Michael Krigsman, expert on IT project failures, believes that project success demands deep communication, collaboration and knowledge sharing among stakeholders. But this doesn’t often happen. For CIOs, the evolving challenge is to fully understand the company’s business strategy and be a beacon for change management.

Michael examines Bob Evans, Oracle’s senior VP of communications, recent article  Career Suicide and the CIO: 4 Deadly New Threats – neatly summarized in Michael’s piece.

Michael’s key takeaway: to avoid CIO suicide, the CIO must become a business leader equal to his C-level counterparts.

An ExactTarget Case Study: Volvo’s Integrated CRM and Email Marketing Success
By: Andre Bourque (@SocialMktgFella)
Andre highlights Volvo Construction Equipment’s sales success after turning big data into tiny insights. Volvo Construction Equipment has implemented an integrated data approach, specifically by integrating email service provider ExactTarget with their Microsoft Dynamics CRM, relying on Scribe Software for the integration component.

Consider the results: customers who place an order larger than $10,000 are passed to Volvo’s marketing automation system and begin receiving weekly ‘Elite Customer’ emails. Not surprisingly, these targeted messages are shown to increase sales – generating estimated annual revenues of $1 million. chief scientist on how and why the cloud is here to stay
By: Derrick Harris
When JP Rangaswami,’s Chief Scientist, is asked about cloud adoption – how does he respond? He believes we so thoroughly take the cloud for granted, ‘we recognize [it] today more by its absence.’ We’d encourage you to check out the video recording of his session, available on GigaOM.

CRM Investment on Upswing
By: Ann All (@all1ann)
Ann shares the results from a recent Computer Economics survey, fielding responses of CRM adoption and investment. Both were found to be on the rise. Unsurprisingly, adoption rates vary by industry – with service organizations (business, professional and technical services) leading the pack with a 61% adoption rate, following next are financial services (50%), manufacturers/distributors (44%), public sector organizations (31%) and health care organizations at 24%.

One key finding is the rising adoption levels among small-to-medium size companies. To date, adoption had largely been driven by enterprise-level organizations.

This is a great read – I’d encourage everyone to check out the full Enterprise Apps Today article.

Have a great weekend folks – and be sure to tell us your favorite articles from the week on Twitter

Peter Chase
Peter founded Scribe Software along with Jim Clarke in the beginning of 1996. As Executive Vice President, Business Development, Peter is responsible for establishing and growing partnerships with other leading technology companies in support of Scribe's overall market and product strategy. Prior to founding Scribe, Peter held senior positions in sales, product marketing, and finance at SNAP Software, an early pioneer in CRM software that was acquired by Dun and Bradstreet. He has published numerous articles and whitepapers and is a frequent speaker and panelist at industry events.


  1. I think the rising adoption rate of CRM from SMBs can be mostly attributed to their use of simpler CRM solutions that are less feature-rich. There are a lot of newer, smaller-scale CRM solutions that are much better suited and “dumbed down” to increase adoption rate, which is a fantastic trend and exactly where the industry needs to move.


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