Jim Berkowitz writes:
Forrester Research, in Cambridge, Mass., has identified the principal challenge facing companies pursuing CRM initiatives to be the sourcing of marketing, analytic and technical skills. In fact, based on a survey of companies, 45 percent of marketing executives identified a "lack of skilled staff and/or available talent" as the major pain point in their marketing organization.
To reinforce their competitive advantage through CRM, retail marketing executives face some key CRM marketing challenges. They have a much better chance of realizing the fruits of CRM by following this eight-point framework:
- Data
- Targeting
- Measurement
- Velocity
- Multiple channels
- Marketing investment prioritization
- Segment branding
- Tools selection.