Business Chief USA March 2020

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TECHNOLOGY 48 The origin of Customer Relationship Management (CRM) can be traced back to the 1990s, when companies such as Siebel helped gradually drive the evolution of contact management software towards CRM systems. Previously, CRMs were built on hierarchical databases, but these have since been wiped out by SQL (Structured Query Language) CRMs. Since then, the likes of Salesforce have moved SQL CRM into the cloud, but the problems that inhibited the platforms 20 years ago, such as inaccurate, incomplete and untrustworthy data, still exist today. This is a problem that limits the true potential of CRM software. The technology was built for static data while today’s business data is, in fact, very dynamic. Information is constantly developing and so can quickly become outdated. The current use of CRM is like using flipbooks to try to watch a movie: the method has become obsolete and overtaken by newer, more efficient forms of technology. The main issue is that modern CRM platforms, despite their sophistication, focus primarily on processing and consuming data instead of collecting and keeping it accurate. According to Ben Horowitz, we have witnessed the demise of systems of record from the rise of AI. CRMs were built in the point-in-time sales world, meaning that they were built in the days of one-time sales, where MARCH <strong>2020</strong>
“Today’s business data is, in fact, very dynamic” Oleg Rogynskyy, CEO and Founder, People.ai 49 activity data and the dynamic nature of contacts didn’t matter. Since then the world has transitioned into a continuous sales world, leading companies like Zuora and Gainsight to try to fix the point-in-time nature of CRM and successfully address data inaccuracy and duplication. SPECIALISED TOOLS A ‘CRM Scan’ can quickly identify data quality metrics and incorporate them into an overall metric called the www.businesschief.com
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01 Dallas Cowboys $5bn 101 MAJOR SP
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Aerojet Rocketdyne Manufacturing B-
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What Is Artemis? CLICK TO WATCH | 0
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AWS re:Invent 2019: William Giard,
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SUCCESS ACADEMY CHARTER SCHOOLS 138
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Move to a GREENER, more efficient S
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Raise a Ruckus® Movement is proven
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SUCCESS ACADEMY CHARTER SCHOOLS COM
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PURA VIDA BRACELETS ARTISANAL 150 S
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PURA VIDA BRACELETS ERIKO BAILEY, V
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CODEBLUE 168 “The insurance indus
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CODEBLUE DID YOU KNOW? 174 Faciliti
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CODEBLUE 178 INDUSTRY FACTS Accordi
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CODEBLUE 180 MARCH 2020
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CODEBLUE 182 coverage and evaluate
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CODEBLUE 184 “Our success is driv
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186 WRITTEN BY SHANNON LEWIS PRODUC
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RADIUS BANK Joe Mancini, Chief Info
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RADIUS BANK 190 “You find a vulne
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RADIUS BANK Radius Bank Security Te
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The complete identity operating sys
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RADIUS BANK 196 MARCH 2020
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RADIUS BANK 198 “Speed to market
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WRITTEN BY SHANNON LEWIS PRODUCED B
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PLYMOUTH ROCK ASSURANCE We speak to
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PLYMOUTH ROCK ASSURANCE 206 was the
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GREAT SOUTHWESTERN CONSTRUCTION How
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BUILDING AN ENERGIZED FUTURE DynaGr
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DC BLOX JEFF UPHUES, CEO OF DC BLOX
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LAKESHORE ELECTRIC CORPORATION LAKE
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DC BLOX 240 It’s not just its tec
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Business Chief USA March 2020

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