CRM - October 2007 - (Page 6)

Contents COLUMNS/ DEPARTMENTS 8 Front Office High-quality companies rely on high-quality insight. BY DAVID MYRON 10 Reality Check CRM may finally be ready to demystify sales management. BY JIM DICKIE 12 Customer Centricity Is a new industry standard keeping executives from focusing on the relationships that matter? BY LIOR ARUSSY 48 The Tipping Point Existing CRM technology assets can drive incremental growth by improving sales pipeline management. BY ANUPAM AGARWAL 14 15 Something Special in the Air Welcome to the age of in-flight Internet connectivity. 18 The Pulse Does your company rely on smartphones? 49 Re:Tooling Workforce management solutions. BY COLIN BEASTY 19 Required Reading Author Lynn Upshaw explains how to build the kind of trust that leads to customer retention. 16 Oracle’s Name Game The latest Siebel release highlights the software giant’s continued interest in the on-demand market—and the continued strength of the Siebel brand. 50 Pint of View We can (sometimes) learn a lot from our pastimes. BY MARSHALL LAGER REAL ROI 44 OutClick Media Gets a Second Opinion A medical-marketing company fills its sales-transparency prescription with Entellium. 17 MARKET FOCUS: SPORTS & ENTERTAINMENT CRM Scores for Sports Franchises INSIGHT 14 Coupons Without the Clipping Mobile coupons are revolutionizing the ways that advertisers market and customers buy. In a multibillion-dollar industry, teams aren’t playing around when it comes to dealing with fans. 18 Statistically Speaking Only 4 percent of organizations claim their CRM systems deliver full satisfaction. 44 Best Kiteboarding Makes a Splash with NetSuite The sporting-goods company’s e-commerce solution takes flight. 45 True-Blue Service Documentation Technology-infrastructure specialist Merino Computer Concepts saves $60,000 in a year, thanks to BlueFolder. 47 Secret of My Success Sports-advertising agency Arena Media Networks turns to SageCRM to coordinate its sales efforts with customers and advertisers. Corrections: Due to a transcription error, a source quoted in the August 2007 cover story (“Paper Cuts,” p. 22) was misidentified. The correct name is Barrie Arnold, vice president of sales at Striata. Due to a fact-checking error, Landslide Technologies, the company named “One to Watch” in the Sales Force Automation category of the 2007 CRM Market Awards (“CRM Market Awards,” September 2007), was referred to inaccurately. CRM magazine regrets the errors. 12 6 CUSTOMER RELATIONSHIP MANAGEMENT | OCTOBER 2007 www.destinationCRM.com 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

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