Articles for Paul Greenberg
Where Systems of Record Will Go from Here
They're continually evolving, not going away
Data Is Useless (at Least on Its Own)
Marketers should view data as just one ingredient in a successful recipe
Storytelling in Business: Art, Science, Necessity
You have to make customers connect with you in a personal way
To Engage Customers, Your UI Design Needs These 6 Qualities
It's about giving customers what they want in the most frictionless way possible without breaking the bank
ABM and Content Marketing Thrive in the Age of the Customer
These new (sort of) approaches to marketing bring personalization into the modern age
A Customer-Engaged Culture Must Be Believable and Respectful
When customers view companies as trustworthy, true engagement happens
A Customer-Engaged Company Has Empathy in Its DNA
It has to be both baked into your company's culture and present in your people.
A Customer-Engaged Culture Requires a Vital Ingredient—Trust
Customers trust ‘people like me'; it's time for your business to become ‘a company like me'
Separating AI Reality from AI Hype
Artificial intelligence is about to go mainstream, so let's talk about what it is, and isn't
Software Ecosystems Are Becoming Critical Business Infrastructure
To deliver great customer experiences and outcomes, vendors have to band together
Customer Engagement Starts (and Maybe Ends) with the Basics
A #FAIL with baseline expectations will have your customers looking elsewhere
Sales and Marketing Alignment: Trend or Necessity?
Two departments that haven't always seen eye to eye need each other now more than ever before
Reimagining CRM, Part One
CRM has lived through interesting times—and the changes aren't over
It’s Time to Rethink Customer Lifetime Value
Look past transactions to interactions
Gloomy CRM Forecasts Lead to New Opportunities
The technology's benefits are too obvious to ignore.
Mastering the Alignment of Sales and Marketing
With today's connected customers, engagement is more vital than ever.
What's Customer Engagement Again?
More than just a buzzword, it's key to retaining today's digital customer.
CRM in the Age of Customer Engagement
When definitions are in flux, flexibility is key.
The Long Tail of Customer Experience
How American Girl dolls became much more than child's play.
The Fan Business
Winning sports franchises know that selling tickets is only the beginning.
Insights Matter, the Data Proves It
Look to uplift modeling to predict customer actions.
Customer Experience Finally…and Once Again
This "novel" concept is nothing new at all.
Big Data, Big Deal
What you don't know can hurt your business.
Lessons from CRM Idol 2011
Takeaways any business can use.
Social Everything Comes of Age
Enterprise 2.0 and social CRM form the core of social business
Never Underestimate the Power of Traditional Methods
It's not the medium but, rather, how you use it to engage customers that counts
Interacting with Social Customers, 101
By acknowledging social media's influence and capitalizing on it, you could create evangelists for your company
Boarding the Cluetrain
Transparency and authenticity are the cornerstones of trust between a company and its customers.
The Shotgun Marriage of Sales and Marketing
In this exclusive excerpt from the fourth edition of the industry bible, legendary thought leader Paul Greenberg explains why the unification of sales and marketing is finally upon us.
The New Customer Record
You need more than just transaction data if you want to take action.
Managing Social Customers for Profit
A new paradigm calls for a reassessment of an industry metric.
Social Customers Want to Engage
But are you prepared to let them?
Life in the Fast Lane of Context
Providing an experience requires a better understanding of your customers.
Gather the Tools for Customer Engagement
Social media is changing the face of CRM. Are you prepared?
A Company Like Me
It's going to take a very special kind of organization to truly make a personal connection with customers.
Everything Is Social
The word is everywhere now: social networks, social frameworks, social platforms.
Collaboration: The ''C'' in CRM
CRM is changing, and you better change with it.
Try to Dig What We All Say
It's time for marketers to understand how social networking sites cater to every generation.
Loyalty Versus Commitment
Loyalty doesn't have a bidirectional requirement, but the relationship between customers and a business demands that two-way street.
Creating Realistic Customer Expectations
Customers are willing to stay if they can expect a significant value of some kind from the product or service they are using.
Customer Loyalty? Get Over It. Customer Satisfaction? Way To Go.
Customers are rarely loyal. They are willing to jump at the first perceived slight or problem, even if they have been dealing with you for years.
PRM Is Not So Different From CRM After All
Channel partners are salespeople, too. It's time we recognize the relationship for what it actually is.
Mobile Workers Are Integral to CRM Success
If you have a vested interest in having customers, then field service is not only relevant to you, but is also a crucial part in the successful CRM mechanism.
Making CRM Whole-Brained
Metrics and ROI will not materialize unless CRM incorporates major cultural change as an element of success.
Partner Pen, Not Poison Pen
The facts of CRM life dictate that to succeed we must all get along.
What Are You Really Buying?
Call it vendor selection, not package selection, please
The More Things Change, The More They...Change
Give CRM system users a reason to embrace the new system, or failure is guaranteed
Getting More Than You Bargained For
When companies purchase an application, they're buying the vendor.