Heard and Overheard

"Companies are focused primarily on lead generation, as if customers are well-educated about their products and services, but this is so far from reality." --Lior Arussy, president, Strativity Group "An enterprise strategy is not having data in one place, but having one view of the customer and using that data to change the customer experience." --Chris Moloney, director of market strategy, Martiz Loyalty Marketing "[CRM] has to offer ease-of-use and be powerful but not complex. Otherwise, salespeople won't use it." --Mike Doyle, chairman and CEO, Salesnet "You can't introduce a new way of doing business and continue to do business the old way." --Mark Ambrose, chief architect, CitiCards "CRM must extend beyond the four walls of your organization. You should have connectivity to vendors, partners, and customers. I challenge you to break down the silo walls and connect." --Tracy Kinsey, director, CRM evangelism, Microsoft Business Solutions "Customers are looking for companies to have one view of them." --Zach Nelson, CEO, NetLedger "Customer data integration is not easy, because we have customer data everywhere. But well-structured CDI is necessary to realize CRM success." --Steve Bonadio, senior program director, enterprise application strategies, Meta Group "Sales and marketing should be one organization." --Robb Eklund, vice president of CRM product marketing, Oracle