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destinationCRM 2006
Best Practices for Effective Sales, Marketing, and Customer Service
September 17-19, 2006
Monterey Conference Center • Monterey, CA
Final Program
destinationCRM 2006 - Sunday, September 17
PRECONFERENCE SEMINARS
W1 – Executive CRM Boot Camp
9:00 a.m - 12:00 p.m
Barton J Goldenberg, President - ISM, Inc.

This nontechnical boot camp targets the busy executive who needs to get pragmatic advice about what CRM is and how to successfully apply CRM to their business. This briefing will walk you through the CRM definition (a business approach that provides sales, customer service, marketing, e-business, and reporting tools and techniques to support an organization's business strategy), describe current CRM components and emerging trends, offer advice about how to formulate a CRM strategy, detail components of the CRM value proposition, reveal the 10 critical success factors for making CRM happen, and highlight leading CRM executive issues (e.g., obtaining and maintaining user interest; integrating people, process, and technology; managing your software vendor/integration partners). Taught by one of the CRM industry's leading authorities, and chairman of this conference, this is one event you will not want to miss!

W2 – Increasing the Execution Index of Your CRM Deployment
9:00 a.m - 12:00 p.m
Cyrus Aram, Senior Business Strategy Manager - Hewlett Packard (HP)

Do you ever wonder why most CRM projects execute over budget, over schedule, and under expectations? This seminar not only answers this question, but offers a compelling answer by delivering a comprehensive program, project, change, and quality management framework and accompanying tools. Learn about critical execution strategies that are needed prior to implementation. Learn a three-step process to get your organization ready (via program management structures and high- performance teams); in position to aim (via work estimation, status reporting, and risk management); and ultimately fire upon your deployment (via scope, change, and quality management). Participants will also learn about two fundamental approaches toward setting up their CRM team as well as the benefits, drawbacks, and implications of each approach. This is a fast-paced, practical interactive seminar.

W3 – How to Successfully Implement Business Process Best Practices
1:30 p.m - 4:30 p.m
Joe McLaughlin, VP of Consulting Services - ISM, Inc.

There has been a surge of interest in CRM business process enhancement. In fact many CRM applications now come with automated best-in-class business process workflow functionality. But what does best in class really mean? The real challenge is to define and implement the right processes to support your business needs. Many business process enhancement initiatives fail because they are overly academic, they rely too much on technology, or they underestimate the change management impact on the people who have to work in the processes. This workshop is designed as a practical session that describes a six-step methodology for successfully realizing CRM business process enhancement. Real-life case studies will be provided throughout the presentation to drive home the key messages.

W4 – Organizing for CRM
1:30 p.m - 4:30 p.m
Anupam Agarwal, Associate Principal - McKinsey & Company
Jeffrey Schumacher, Partner - McKinsey & Company

Companies continue to invest heavily in technology to improve customer relations and drive up profitability. However, most companies fail to achieve a positive ROI due to a number of obstacles including organizational alignment, technology complexities, and failure to measure true program performance. Successful implementation of CRM programs must address six core components: CRM strategy/roadmap, metrics, processes, organization, technology, and data. This seminar will address questions including: Why do more than half the companies investing in CRM consider it to be a disappointment? Why is the core of the problem the failure to focus on the organizational challenges? And, what do companies need to do to solve the problem and achieve long-term success?

 




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