Required Reading: Slowing Down Your Social CRM
Relationship-building takes more than a tweet
By Juan Martinez (via destinationCRM.com)
The first question executives ask prior to implementing social media marketing strategies is: How can I measure the return on investment? Joan C. Curtis, chief executive officer of consultancy Total Communications Coaching, offers the simplest possible answer: You don’t have to. In The New Handshake: Sales Meets Social Media, Curtis (with coauthor Barbara Giamanco) discusses intelligent—and not-so-intelligent—uses of social media. She sat down with Editorial Assistant Juan Martinez to discuss the topic.
CRM magazine: You write that the lines of sales and marketing are becoming blurry. Can you explain how and why?
Joan C. Curtis: One of the people we interviewed for the book termed this phenomenon smarketing. It used to be that marketing teams created brand identity and then salespeople went out, touched leads, and made sales. Now sales teams are part of building brand identity and relationships. Part of the book’s premise is that salespeople are highly skilled in understanding the “know, like, and trust” factors which create relationships, yet they’re left out of that relationship-building process.
Read the rest: Required Reading: Slowing Down Your Social CRM - destinationCRM.com
No comments:
Post a Comment