Dean lays down the law :
We need enterprise buy in for this to work. (meaning large companies, brick n mortar and online and have CRM)
Don has brought up there there are a lot of companies that might want to sell what looks like CRM and it might not be with the best intent.
Itâs all about money and they may say âwhatâs in it for me?â
We have a few candidates in mind â¦ we know the right person there. Itâs the highest of C persons because it has to come from the top or else weâre fighting our way through all the little fiefdomsâ¦ Because they have to be told
Pushback â Chris: look at Frank Eliason at ComcastCares who did grassroots, Twitterbased end-run.
Deb-Based on experience with P&G going to the top and pushing down even with smart big companies could be hard. So higher ups and infulentials
- Weâve agreed on Influentials and horizontal
Phil Wolff â another challenge, might be to understand the systems they are using and pull through with an existing vendors.
Sean, VRM isnât going to replace CRMâ¦ Itâs not a replacementâ¦ Think about Oracle/Sun for example, they may be incorporating VRM into part of their solution.
- So we have to take a multi-pronged approach
- We have to target each and speak in their language.
Gam â At sephora, they started at the top and were pushed progressively down to the group that was doing Facebook and they were only interested in their âthe Fan siteâ so then it got totally diffused and sent out.
Sean says weâre tight but we still donât talk in a way that has appeal horizontally among non-geeks
Doc says that there are a few people who get it the first time out. And now we (this group) needs to get out their with a set of stories that highlights the curb appeal
Weâve played down the marketing VRM until some code has been written and there are some examples out there.
Weâve been watching the best people rising and the people who really get it doing some cool stuff.
Now within 6mo to a year. Weâll have PublicRadio. Weâll have Gamâs thing andtcetera. And Debâs gonna have the one pager.
Debâs observation â there are all sorts of consultants saying âyou donât bet itâ and evangelizing around Searchi optimization and blogging.
Deb has community managers at CPG, that means they get that. The future of e-commerce is the next step and âthis is it.â
Dean is channeling Allan â he says that weâre making a statement and getting internal buy in. The mission now should be to get buy in from them and get them to pay something like $10K.
Deb says, they need a real story.
Chris says â We have two products nowâ¦ One was VRMâ¦ The next one is a very distinct product which is âa seat at the table to influence creation of VRMâ
It is Access, privilege and Influence and it should have a price attached to it.
Don â there is definitely value to them. We just have to bring it to their attention.
Chris is saying once again that it has value to them
There will be more of a story when the ClueTrain Manifesto update comes out it will clarify the connection.
Conceptual DNA exists.
Doc says also â by bureaucratizing what we do, some good things happened, but thereâs some organization issues.
- Joyce, Judi, Dean and Renee are going to blend things back together. Renee Lloyd has the best way to articulate this and get the organization.
Dean: Big Company buy in will get companies getting big and small companies interested.
Doc has confidence that the major CRM companies are going to buy into this. Doc is planning to have a combined CRM/VRM session and CRM will sponsor, attend and bring customers.
Q: is there going to be a certification process. And The 4th party concept will be baked in. And certification will protect the concept and clarify. There will be a VRM seal of approval.
Per Dean: VRM as a brand is not sexyâ¦ And itâs not our consumer brand. Doc says that like the word ATM, people use them but necessarily use the term
Seanâs observation â the name isnât as important as the fact that we have more clay on the piece and, besides, the naming folks at McCann or whatever will âmake a hashâ of any name we might come from
Philâs idea â there are two sides that will make this work. Weâve been focusing on the plumbing sideâ¦ And not the moms and pops or the people that are using it.
Sean is saying that there are stories to be told Deb says that we need the idiot CNN reporter can say the narrative
Jeff Schwartzâ¦ Agreed that itâs not ready,
Chris Anderson and Tim OâReilley are not sold on it. But some others might be.
Sean: need the manifesto, need the North Star,
Paul: thereâs not one user story, There are many orthogonal ones.
Deb: What we should do is have Sean, Doc or Dean give their elevator pitch.
And Whatâs your story to Mom.
Dean â Big go hears: These days we know that people have more communications platforms where you hear them speak. They are telling you what you had used as predictive, you can now get directly from them.
We enable this data to come in and we make it so you can use info from both sides.
Deb: weâve heard that this is social media stuff is happening. Does it help me sell more stuff.
Paul â said that thereâs a fourth party story for the shopper.
Doc: starts with a question:
Which do you hate more, loyalty cards or bad customer service? And dependeing on which one you go down that path.
Then the story is that the companies are already outsourcing their customer service to you. This is your chance to take better control of that.
Jeff asks: why would a vendor want you to give control to the customers?
Doc: Ask what do you hate most about your business A: Guessworkâ¦ You can get rid of the waste that occurs because of guess work
- Weâre equipping pull as VRM turns push into pull.
Thereâs so much buzz about listening to your customer and enterprise âgets thatâ but theyâre using market research data, customer research, and market effectiveness studies.
We need to use âthe equippingâ wordâ¦ Ergo not the monitoring stuff
Don â the difference between marketing salesâ¦ Tell the marketing guy that VRM shortens the sales cycles, increases loyalty, costs lessâ¦
Sales guy â¦ you tell them that they gotta have it.
Jeff Schwartz â says the good thing is to say things
Cover Fear of loss and Desire for gain
Sean says â this levels the playing field between big companies and you. You can interact with them eye-to-eye, peer-to-peer. No more loyalty cards. Iâm doing it to GMâ¦
Leveling the playing field is the big deal.
Philâs asking whether we have a shopping list regarding the talent we need
Sean says that we need a grassroots movement sort of structure.