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Ovum cites Trampoline for next-generation CRM

By Charles Armstrong | Monday, August 16th, 2010

Technology analyst Ovum has published an article “Using Social Search & Analytics to fix CRM” emphasising the need for businesses to incorporate data mining and social network analysis solutions as part of their CRM strategy. The article highlights Trampoline as the outstanding vendor in this technology sector. Ovum identifies three areas where such intelligence is transformative. First, providing a solution to the problem of incomplete data that plagues conventional CRM solutions:

“Accessing the “missing” 75% of actionable information is vital from a competitive and business survival perspective, and so organizations must consider the option of information discovery tools alongside traditional enterprise search solutions.”

Second, enabling employees to instantly identify which of their colleagues  can introduce them to a new contact:

“According to Nigel Edelshain, CEO of Sales 2.0, “social calling” (or a “warm introduction”, as traditionalists might call it) is 8-10 times more effective than cold calling, and so the business value of social connections is there for all to see.”

Third, understanding the comparative strength of different relationships in a B2B sales process:

“In the world of B2B sales and marketing relationship management, developing and fostering relationships with the right people is incredibly important, and so by analyzing the information held in an organization’s email system, existing CRM platform, and corporate directory a more useful insight into the strength and nature of a customer relationship can be obtained.”

It’s exciting to see mainstream analysts like Ovum advocating the use of data analytics technologies as part of a CRM solution. The article caused quite a stir in the analyst community and has been covered by a variety of other titles including CIO Magazine Germany, Katonda Magazine, Computer World Norway, Computer World Philippines and CIOL.



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