Barton J. Goldenberg CRM Automation

ISBN 13: 9780130088512

CRM Automation

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9780130088512: CRM Automation

In CRM Automation, one of the world's leading CRM experts delivers hands-on guidance for every phase of your CRM initiative: goal-setting, process review, vendor selection, implementation, rollout, support, and administration. Drawing on 18 years of experience with more than 300 enterprise deployments, Barton Goldenberg offers a start-to-finish implementation blueprint covering every customer-focused business function: marketing, sales, customer service, field support, and beyond.

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From the Back Cover:

Barton Goldenberg shares his unparalleled practical expertise on everything from security to internationalization, helping you avoid disastrous missteps—and transform the potential of CRM into long-lasting competitive advantage.

  • Identify your goals and customize a CRM strategy for your enterprise
  • Understand the 8 key issues that will make or break your CRM initiative
  • Learn about the top 30 CRM software offerings
  • Find out what 12 crucial questions you should ask before selecting a software vendor
  • Preview tomorrow's advances in CRM—to better position yourself and take advantage of a ever-changing environment.
"This is the only book on CRM that has made it to my credenza."

—Stan Davis, Author of Blur and Lessons from the Future

"CRM Automation is a blueprint for a successful CRM implementation."

—Ken Blanchard, Coauthor, The One Minute Manager

"Barton Goldenberg's bottom-line approach to CRM makes this book a necessity to any company concerned with ROI."

—Beth Struckell,
VP general manager of food service and vendor sales,
a division of PepsiCo

"CRM Automation gets to the heart of what a successful CRM implementation is all about-People, Process, and Technology. You can save hundreds of hours and thousands of dollars by reading this book before launching a CRM initiative."

—Bob McLaughlin, former vice-president, McGraw-Hill

"Goldenberg's 18 years of experience and 300 deployments are wrapped up between the two covers of CRM Automation."

—Wolfgang Martin, independent analyst and research fellow,
METAGroup

"Barton Goldenberg understands the CRM marketplace and the needs of businesses seeking a competitive edge. CRM Automation is a valuable resource for companies pursuing truly customer-centric business strategies."

—Carol Burch, senior vice president of global business development for CRM,
SAP AG

"Barton Goldenberg proves once again that he is ahead of the curve in understanding the direction and future of customer relationship management."

—Patrick Bultema, CEO and president,
FrontRange Solutions, Inc.

About the Author:

BARTON GOLDENBERG is President and Founder of ISM, Inc., one of the world's leading CRM consultancies. He is the co-founder and co-chair of the U.S. DCI, Canadian, British, German, and French conferences on CRM. Goldenberg teaches at Wharton and other well known schools, conducts executive seminars throughout the U.S., Europe, and Asia, and consults for many large clients, including ExxonMobil, Lucent Technologies, and Xerox. He is a regular columnist for CRM Magazine, e-Week, Cisco iQ, and Sales & Marketing Management.

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Barton J.; Goldenberg
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