WTF is CRM? B2B vs. B2C with Topcon's Karla Vince & Klaviyo's James Fang

Making Sense of Martech

"I think a CRM is not a tool, it's a discipline, it's a system minimization of how we manage relationships across time channels and teams." - Karla Vince

In this episode of Making Sense of Martech, we host our first-ever debate to define what a CRM is and if the definition is changing as the line between B2B and B2C blurs. We’re joined by Karla Vince, who leads marketing automation at Topcon Healthcare, and James Fang, Director of Product Marketing at Klaviyo. This conversation is a must-listen for anyone interested in understanding the history of CRM, its modern definition, and where it's headed.

Highlights

*Understand the historical origins of CRM, from ancient Rome to the modern cloud-based solutions.

*Hear a lively debate on whether CRM is a B2B-only discipline or if a B2C CRM is a valid concept.

*Discover how the term CRM has expanded to include marketing, service, and analytics, and if the term is becoming overextended.

*Learn how the industry's perception of CRM is evolving and the potential for new definitions.

*Get insights into how AI is poised to reinvent the CRM, making it more proactive and predictive.

Episode Breakdown

06:57 - The surprising history of CRM, from ancient Rome to Salesforce.

09:28 - Defining CRM: Is it a discipline or a technology?

11:01 - The "C" in CRM: Who is the customer?.

12:38 - Where is the line? At what point is the term "CRM" overextended?.

15:17 - How do different business models and industry toolsets shape the definition of CRM?.

26:39 - Do B2B and B2C CRMs have parallels?.

31:12 - Did Salesforce's popularization of CRM elevate or dilute the term?.

35:11 - The future of CRM: The vision of a true 360-degree customer view.

42:12 - How AI will reinvent CRM and the role of personalization.

Key Takeaways

*CRM is both a discipline and a technology. While it has historical roots as a system for managing relationships, it has evolved into software that enables the management and analysis of customer interactions throughout the entire lifecycle.

*The definition of "customer" is contextual. In a B2B context, a customer can be a lead, a contact, an account, or a partner. In a B2C context, it can be a first-time visitor, a subscriber, or a repeat purchaser.

*The future of CRM is proactive. Instead of just being a record-keeping tool, future CRMs will use AI to offer predictive triggers, smarter workflows, and conversational intelligence.

*Competition is pushing innovation. New players and changing business models are putting pressure on traditional CRM giants to evolve, leading to new developments and improvements in their core products.

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