极速体育吧

  • Explore Newsletters from ECT News Network » View Samples | Subscribe
    Welcome Guest | Sign In
    TechNewsWorld.com

    EXCLUSIVE INTERVIEW
    Nimble CEO Jon Ferrara: The Beauty of the CRM Beast

    Print
    By Vivian Wagner CRM Buyer ECT News Network
    Sep 6, 2018 11:53 AM PT
    nimble ceo jon ferrara discusses importance of social, mobile crm


    2020 online shopping habits and retailer strategies
    For the fourth year in a row, Episerver has surveyed over 4,000 global online shoppers to learn about their ecommerce expectations and habits. Download Reimagining Commerce now to get an exclusive look at successful retail strategies in 2020.

    Jon Ferrara is the founder and CEO of Nimble, a social sales and marketing CRM company based in Santa Monica, California.

    Nimble helps companies identify the right people for their businesses, with the goal of turning conversations into measurable outcomes. Its vision is to make the job of all customer-facing team members easier and more effective.

    In this exclusive interview, Ferrara offers his insights on the latest developments and trends in CRM.

    Nimble CEO Jon Ferrara




    Jon Ferrara

    CEO

    Nimble

    CRM Buyer: Why is social context important in CRM?

    Jon Ferrara: The reality of relationships is that people buy from people they like, know and trust. In the old days, before we ever engaged in selling, we made a connection by looking at books, things on the shelves, that kind of thing. Today, we're doing that more and more electronically.

    Social is the perfect way to know more about somebody, and that's actually your job. You should do that before every call -- you should prep by getting to know someone. Social context helps you do that.

    CRM Buyer: What's the most useful kind of social context?

    Ferrara: People connect through family, friends, food, fun and fellowship. If you find a place of connectivity, you can share that with the person.

    For instance, I had a meeting with someone, and before that meeting, I learned that he was an assistant scoutmaster in the Boy Scouts. Anyone who has done that knows it's an important experience. Knowing that about him gave us instant camaraderie.

    In many cases in business people put up walls, and you have to earn their trust. LinkedIn is like walking into my lobby. You'll learn about my business persona and know more about another human being. But people buy from people, not from businesses. This is what Dale Carnegie taught, and today we're just doing it in a new way, in the digital era.

    Another example is today, before you meet with someone, you typically google them. That's you working for your CRM, and it's a waste of time.

    Most people work for their CRM -- it doesn't work for them. That's the biggest cause of failure for CRM. Even when you do google someone, things change, and that information might be old. Your CRM should work for you and work with you wherever you're working.

    CRM Buyer: Why is mobile connectivity important for CRM?

    Ferrara: It's not just the mobile phone. Most CRM is not really designed for relationships, but for reporting. If they aren't forced to use CRM, most people wouldn't.

    When I think of mobile, I think of portability. You enrich it with email data, and have a plug-in on your browser so you can use it wherever you are. That gives you contacts and insights. Who are they and what is their business? If you have contacts and insights, you'll be more connected.

    The ability to have that mobile context wherever you are gives you the insights you need to make connections. Your CRM should work for you. That is the future of CRM. You don't have to go to it to use it. Instead, it will go anywhere you are, where you are connecting and engaging.

    CRM Buyer: What role does artificial intelligence play in CRM? How is that role evolving?

    Ferrara: You need to enrich the data and then use AI to surface opportunities and engagement. Most people have thousands of connections, and you need AI to listen to signals and surface the ones that matter, and then you need a nudge on your shoulder to follow through and connect and reconnect with people.

    AI is like a second brain that helps you follow through and stay in touch with the right people at the right time and the right place.

    CRM Buyer: What's the key to effectively enriching data?

    Ferrara: You need to be able to take any disparate piece of information and derive additional information. Most sales people are googling people and then logging that information into their CRM. Even if they do that, however, the data changes so rapidly that it decays.

    We use dozens of external databases on a business and personal level to enable connections and engagement. The age of cold calling has transitioned from "bag 'em and tag 'em" to establishing yourself as a trusted advisor, and to do that you need to use content to inspire and educate.

    CRM Buyer: Why are automatic updates important in managing a CRM system?

    Ferrara: People change, and companies change. One of the biggest struggles that salespeople have is creating records and updating records.

    If you can take away the mundane things that computers should be doing, it will free the sales reps up for things that only they can do, like logging a note or scheduling a task or connecting on social in a relevant and authentic way. That's what computers are for. They were designed to automate all of this.

    CRM Buyer: How is CRM changing? What's in the future for it?

    Ferrara: One of the biggest causes of CRM failure is that businesses just give it to their salespeople. It is not just for salespeople. It should be used by everybody in the company.

    The first step to success is to have a unified relationship platform that's cross-departmental. Today you have sales, marketing, customer service, accounting -- and Nimble can co-exist with those by unifying contacts and working back inside them, as well. It can be used across departments, so you can see the history of interactions.

    CRM is going to evolve to be a company-wide relationship record, and in the future it will be used by all the different team members. It will evolve to become a platform that works with you in any place you are engaging. That will cause it to be used more often.

    A lot of people see CRM as a beast and a burden that they have to nurture and feed, but imagine if it actually helped that business' people and the people they're connecting to.

    CRM will evolve to be used by outside constituencies as well. Most companies have CRM for salespeople, but other departments use spreadsheets. That's really problematic. CRM will evolve from being a platform used just by salespeople to become a platform used by the entire team.


    Vivian Wagner has been an ECT News Network reporter since 2008. Her main areas of focus are technology, business, CRM, e-commerce, privacy, security, arts, culture and diversity. She has extensive experience reporting on business and technology for a variety of outlets, including The Atlantic, The Establishment and O, The Oprah Magazine. She holds a PhD in English with a specialty in modern American literature and culture. She received a first-place feature reporting award from the Ohio Society of Professional Journalists. Email Vivian.


    Reader Comments
    RandyTucker
    Posted 2018-10-04
    As Jon confirms people buy from people and those that they Like, Know and Trust. Nimble’s feature set really support ones ability to build their relationships.

    Just a natural feeling product on you desktop and in your pocket.
    2020 online shopping habits and retailer strategies
    How concerned are you about the coronavirus threat?
    I'm very worried about the health risks for myself or others close to me.
    I'm very worried about the global economic impact.
    I'm concerned that officials are not managing the threat well.
    I'm concerned that misinformation will cause people to panic.
    I believe it will go away on its own with few major consequences.
    I believe the U.S. will contain it better than other countries have.
    Get the ICMI Agent Experience Toolkit
    Get the ICMI Agent Experience Toolkit
    Inside TechNewsWorld
  • w88官网

    足彩app排名

    九州体育亚洲9入口

    090彩票登录

    皓天彩票登录

    华都彩票网址

    利来国际w66手机版

    天津体育彩票网官网

    龙8国际老虎机真人游戏下载安装