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In 1380, Pearl, an alliterative poem written by the same guy who wrote Sir Gawain and the Green Knight (you read that, right ), referred to The mo the myryer, so God me blesse This was the first known reference to the more the merrier, which has achieved the exalted status of a trite clich However, in the case of successful sales, it s the truth Engaging other employees say, in the marketing department who know the companies or people involved in your opportunities, who have legal expertise you might need, who are on other sales teams that might have sold a similar deal, has become something that can make or break a closing That doesn t mean you have to walk department to department to find the individuals who might know a snippet or a chunk of information It doesn t mean you have to send out an e-mail query in the hope of response What it does mean is that, using contemporary digital tools, you can actually improve your chances to win a deal As we saw in s 9 and 11, IBM Lotus Connections has an outcome-based social software module called activities a temporary wiki built around a specific time-constrained event that is retired to an archive when the activity is completed Salespeople use it to create an opportunity-focused collaboration space where all the possible experts or knowledgeable individuals in regard to the opportunity can aggregate that knowledge For the longer term, sales organizations use wikis, not just the activities, to do things like fine tune sales scripts or develop field sales guides that cover all components of selling at a particular company or to a particular customer segment What makes these collaborations particularly valuable is the addition of comments on the different facets of selling that enhance the skills of the salesperson To put it simply, shared content rules
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CRM at the Speed of Light: SoCiaL CRM StRategieS, tooLS, and teChniqueS foR engaging YouR CuStoMeRS
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Salesforcecom is one company that is providing a platform for aggregating content for the benefit of salespeople In 2007, they acquired an AppExchange startup called Koral and rebranded their social content management system as part of salesforcecom s platform It was renamed Salesforce ContentExchange It provides a capability to incorporate any content and then comment on it, tag it, create RSS feeds, rate it, rank it all those things needed to make it a genuine conversation that draws on actual knowledge That is just one of the tools that sales can use especially when aligned with marketing All the tools that companies use for their Enterprise 20 efforts (see 4) can be organized to benefit sales departments That s the perfect segue to introduce our Superstah! for this chapter: Oracle Social CRM
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There is no question that Oracle has come a long way since 2007 with the announcement of their Social CRM applications Since then, they ve become a leading contender when it comes to market leadership in CRM They ve got a visionary leader in the personage of Anthony Lye, their SVP of CRM and a long-time CRM industry veteran They have a number of Enterprise 20 based sales tools that are both unique and valuable to the industry They ve embraced to a large extent the on-demand model and have a genuinely good product with Oracle CRM On Demand (previously known as Siebel On Demand, previously known as Upshot) Coming from me, this is high praise indeed, since prior to 2007, I can t exactly say that I was a fan of the company But with Anthony Lye at the helm, it all makes sense now
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I asked Anthony Lye directly what the future holds for Oracle Social CRM Here s what he said: Social CRM will separate winners from losers Oracle will drive Social CRM to be solutions where the consumer Internet meets the corporate intranet A platform for conversation for customers to connect with each other, with companies, all in the context of a campaign, a sale, or a service request
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