CRM - October 2007 - (Page 21)

started my business, when someone asked me, ‘What if it doesn’t work?’ I would say, ‘Well, that’s not a possibility,’ ” says John Doyle, cofounder of Philadelphia-based chocolatiers John and Kira’s Chocolates. This is not to say that entrepreneurs need to be hardheaded, but they have to be confident in what they are offering before they can launch a successful campaign. MAP IT OUT The average company with 25 or fewer employees spends 80 percent of its operating budget on running the business (e.g., delivering on commitments), 15 percent on administrative business and finances—and only 5 percent on marketing and sales, according to Peter Callaghan, chief sales officer at Maximizer, a vendor of sales and contact management software. That’s all wrong, Callaghan says: Companies should instead be spending 30 percent of their resources on marketing and sales. Before businesses start throwing money at any random solution, though, they need to have an idea of what their goals are. “It’s critical for SMBs to have a strategy; there’s nothing wrong with a basic one,” Callaghan says. “If you’re trying to build a house and you don’t have a blueprint—what materials are you going to buy?” Businesses should write out a plan detailing how www.destinationCRM.com CUSTOMER RELATIONSHIP MANAGEMENT | OCTOBER 2007 21 http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - October 2007

Contents Front Office Reality Check Customer Centricity Coupons Without the Clipping Something Special in the Air Oracle’s Name Game Market Focus: Sports & Entertainment: CRM Scores for Sports Franchises Statistically Speaking The Pulse Required Reading Are We There Yet? Help Them Help Themselves The Chain Gang Pay Day OutClick Media Gets a Second Opinion Best Kiteboarding Makes a Splash with NetSuite True-Blue Service Documentation Secret of My Success The Tipping Point Re:Tooling Pint of View

CRM - October 2007

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.