Total Customer Management
Chair Address
Enterprise Customer Management: The Death (and Redemption) of SFA
I. Barry Goldberg
President, Matterhorn Consulting, Inc.
Tuesday, 10:00-10:50 am
Return on Relationships
Kevin Clark
Director, Global Strategic Marketing, IBM Mobile Computing
Tuesday, 2:30-3:20 pm
Transitioning from Sales Force Automation to Customer Value Management
Doug Holden
National Partner-in-Charge, Customer Value Management Practice, KPMG Peat Marwick LLP
Wednesday, 3:00-3:50 pm
Solution-Driven Sales Configuration
Jerry Johnson
President and Founder, CWC
Thursday, 8:30-9:20 am
Data Warehousing in
Consumer Product Sales
Bridget Karlin
CEO & President, Thinque Systems Corporation
Thursday, 2:00-2:50 pm
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CHAIR ADDRESS
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Enterprise Customer Management:
The Death (and Redemption) of SFA
I. Barry Goldberg
President, Matterhorn Consulting, Inc.
Tuesday, 10:00-10:50 am |
Why do companies continue to return to technology as a tool for increased sales effectiveness? Customer Management systems are only a slice of the required landscape for success. Mr. Goldberg lays out the landscape and tools needed to establish and run a truly customer management focused organization. Explore the disciplines required and the resources necessary to make the transition.
- The Single most Important Business Metric for the Next Decade
- Why Your Customer Data Is Critical to the Creation of Strategy
- The REAL Reasons SFA Initiatives Fail
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Return on Relationships
Kevin Clark
Director, Global Strategic Marketing, IBM Mobile Computing
Tuesday, 2:30-3:20 pm |
New digital tools that let companies get physically and virtually closer to customers are rewiring our priorities and spanning national boundaries. Notebook computers free sales
people up so that they can work directly with customers. Digital networks have created a new dynamic between supply and demand -- for both information and physical commodities. These new mobility tools deliver a competitive advantage through a greater Return on Relationships.
- The Future of Mobility Tools and Techniques
- The Effect of Digital Networks on Customer Relations
- Current User Stories-from British Airways to Walter Cronkite
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Transitioning from Sales Force Automation to Customer Value Management
Doug Holden
National Partner-in-Charge, Customer Value Management Practice, KPMG Peat Marwick LLP
Wednesday, 3:00-3:50 pm |
Forward-looking companies are making the journey from traditional Sales Force Automation (SFA) to Customer Value Management (CVM): an enterprise view of sales, marketing and service relationships that integrates and coordinates every aspect of a product or service that impacts customer satisfaction. This presentation addresses the forces driving the transition from a product-driven
to a customer-driven marketplace and how companies making these changes can increase customer retention and acquisition.
- Learn How to Go Beyond the Capabilities of
Current SFA Solutions
- Creating a Customer-Centric Organization through SFA
- Responding to Customer Needs at Every Point of Contact
in the Value Chain
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Solution-Driven Sales Configuration
Jerry Johnson
President and Founder, CWC
Thursday, 8:30-9:20 am |
Sales configuration is quickly adapting to a more
customer-centric approach in Technology Enabled Selling. In comparing a solution-driven versus product-driven approach, Mr. Johnson illustrates how successful sales configuration systems are designed to be used at the point-of-sale.
- Trends in Configuration
- Benefits of an Interactive, Configuration Design
- Demonstrations of Successful Configuration Systems
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Data Warehousing in Consumer Product Sales
Bridget Karlin
CEO & President, Thinque Systems Corporation
Thursday, 2:00-2:50 pm |
Mobile computer users who call on retail accounts have both unique requirements and powerful reasons for data warehouse access. The sales representative is closest to the customer, and
therefore, is in the best position to leverage data analysis. Account managers must analyze, develop and monitor customer programs on a repetitive basis. Therefore, age and relevance of information are critical facets. Ms. Karlin discusses data warehouse issues in four essential areas:
- Consumer Products Sales Value-Added Service
- Multidimensional Thinking through Data Warehousing
- Worker's Data Requirements
- The Unique Use of Data/Differentiation
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