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Everything that InsideView does is based around their concept of the socialprise a business that they describe as: Socialprise is the natural convergence of social media and enterprise applications, emerging as a mash-up of both the information and user experience of these previously separate universes Everything they do is motivated by this Their roadmap reflects it well As Rand Schulman, chief marketing officer of InsideView and an industry old-timer who truly gets it all with a major dose of sense of humor said in an interview: We are going to continue to legitimize and accelerate the adoption of social media and social networks within the enterprise by way of not only CRM integration but other enterprise applications as well such as LinkedIn, Facebook, blogs, and Twitter, for example They ain t stopping there either Continuing their drive for CRM ubiquity, they will be integrating with the other major CRM platforms and even going beyond CRM in the enterprise and beyond sales and
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marketing by expanding their integration with other business processes I would have to presume supply chain processes are among their targets To do this, they ve built a robust set of APIs that they are using internally and farming out to a growing partner community Socialprise Not surprised These guys just get it
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Okay, time to get down to the aligned companion discipline marketing But before we do, let s do a quick review on why Sales 20 is the currency of contemporary business Increased potential for success If you make a collaborative effort, have better forecasting tools, and know more about your customer, your odds of success are that much greater Increased customer insight This is customer insight based on data that goes far beyond the transactions, but it gets to the personal profiles, the influencer relationships, the state of a particular company or account, and, to top it off, some of it is based on insights from other customers and employees who in the past you had no idea had that insight Mitigated risk The better the chances of success, the lower the risk (duh) Collaborative environment The benefits of working well with co-workers on projects are long established Improved engagement with customers The more you know them, the better your relationship, the more likelihood the deal closes See the SAP Customer Value Network discussion earlier in the chapter Portability increased Many of the Sales 20 applications are delivered as SaaS applications or on mobile devices Competitive differentiation You re able to target more precisely than in the past Reputation, influence, persuasion It s not who you know, but who you know who knows who you need to know Those loose connections can be more powerful than the more direct
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connections Validation is a powerful need among human beings Abraham Maslow s Hierarchy of Needs identifies one level of the hierarchy as the need for love, affection, and belongingness, and another as the need for esteem Validation by one s peers satisfies that Knowing who has the power to validate or having that ability is entirely helped by understanding of how the connections among people are organized and who can influence who Now to the other peak
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What I m about to say may be obvious, but doing what I m about to say just isn t easy In order for you to sell to someone, they have to care enough to know who you are, know what you sell, and see some reason to buy what you sell They also have to see the reason why they should buy what you sell from you since they can probably get something similar from someone else That s the essence of marketing, but to achieve that customer advocacy nirvana takes a lot It takes a strategy, the use of tools and systems, and a completely new view of what marketing today is
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