"Has Oracle written the script for CRM success?" - Anthony Lye on Customer Experience at BAFTA
- by Richard Lefebvre
Anthony Lye showcased Oracle Fusion CRM at a BAFTA gathering, and MyCustomer.com covered the story under the title of "Has Oracle written the script for CRM success?'
According to MyCustomer.com, "Oracle's SVP of CRM Anthony Lye set the scene for the event, suggesting products are becoming commoditized, so that the only way to differentiate is through the relationship with the customer. But he warned that "customers are more and more in control of that relationship, so you have to provide great experiences for them."
"The quickest win within your organization to create a single view is to connect your marketing organization with your selling organization, align goals, processes, people and technology," Anthony explained.
"And this is a transition that is already happening - "VPs of marketing have started turning up in the same meetings as VPs of sales, we have started to see that they want to work together" - but this convergence needs nurturing."
"In Fusion there are capabilities to align the organisation - we enable marketing on the same platform to build campaigns connected to sales stages. It can affect leads and opportunities at the top end of the funnel. And the selling organisation can take advantage of marketing content - the materials that are exclusively within marketing can now be used by sales. Your sales teams have been campaigning forever, but it's usually by email, it isn't aligned with the corporate message and it's being sent to people it shouldn't. By aligning them we can increase output and the quality of that output."
Anthony concluded: "Operating in a disconnected fashion having two distinct systems will cost you time and money. So we feel there's a material advantage in a solution like this."
Enjoy the full story at http://www.mycustomer.com/topic/marketing/has-oracle-written-script-crm-success/139958
