Archives for May 2011

World’s Most Incomplete List of Social CRM Experts

Social CRM is my new hobby. When I originally heard the term, I mocked it because I didn’t understand it. Sorry about that. Now I am listening, and I am starting to get it. Here is how I got here:

1. Ignorance: I ignored social CRM and when asked, I mocked it. Again, sorry.

2. Enlightenment: bought Radian6, and I moderated a roundtable with some of the top social CRM experts in the business: Mike Fauscette, Brian Vellmure, Mitch Lieberman, Steve Woods and Esteban Kolsky. I realized that these are smart guys and I needed to figure out social CRM.

3. Education: I asked some people whom I should follow then started following them on Twitter. I started to read what I could (when I could). Brian Vellmure is now one of my boys, and is a resource for me on the topic.

Here are my observations on social CRM:

  • I have stopped reading regular “social media” experts. What I like about the social CRM crowd is they don’t talk about “how to set up your Facebook” page. Instead they are focused on tying social back to the organization.
  • Warning: It can be hard trying to distinguish the thought-leaders from the wannabes. From the looks of it, there are CRM analysts who added the word “social” to the front of their expertise. There are social wonks who have tacked “CRM” onto the back of their expertise. You have to be careful in determining who’s who.
  • If you want to know the definition of social CRM, I found a good one here on
  • The list at the end of this post might be wrong. I have thrown this out here to get reactions and am prepared to refine the list. Here is what I did: 1) Asked my respected friends whom to follow; 2) Added some of my favorite CRM guys (shout-out to Chris Bucholtz) even though I am not sure they all claim to be on the social CRM bandwagon. If they don’t now, they will soon enough.

How about this for a big, hairy goal that should prove to you I am beginning to understand the market: I hope Esteban Kolsky reads this and rips me. Then I know I have arrived. Seriously, if I am wrong, let me know, I am cool with that. But please don’t insult anyone.

So, here it is — the 70 (OK, 71 and now 72) people I follow on the topic of social CRM (in random order):

  1. Greg Satell
  2. Lauren Vargas
  3. Frank Eliason
  4. Rachel Happe
  5. Tatyana Kanzaveli
  6. Becky Carroll
  7. Blake Landau
  8. Ray Wang
  9. John Rourke
  10. Jeremiah Owyang
  11. Michael Wu
  12. Maria Ogneva
  13. Jim Berkowitz
  14. Graham Hill
  15. Jacob Morgan
  16. Jon Ferrara
  17. Laurence Buchanan
  18. Ed Sullivan
  19. Brian Vellmure
  20. Michael Fauscette
  21. John Perez
  22. Allen Bonde
  23. Robin Carey
  24. Blake Cahill
  25. Amber Naslund
  26. Adrian Ott
  27. Barry Dalton
  28. Arie Goldshlager
  29. Leila Summa
  30. Don Peppers
  31. Gregory Yankelovich
  32. Mike Boysen
  33. Wouter Trumpie
  34. Mark Tamis
  35. Marshall Lager
  36. Mark Reuter
  37. Russ Hatfield, Jr.
  38. Bill Odell
  39. Merlyn Gordon
  40. Nitin Badjatia
  41. Mark Behrens
  42. Bob Warfield
  43. Wim Rampen
  44. Bob Thompson
  45. Janet Jozefak
  46. Martin Schneider
  47. Paul Greenberg
  48. Jill Dyche
  49. Anthony Nemelka
  50. Clara Shih
  51. Christopher Carfi
  52. Jesus Hoyos
  53. David Alston
  54. Valeria Maltoni
  55. Brent Leary
  56. Mitch Lieberman
  57. Sanjay Dholakia
  58. Prem Kumar Aparanji
  59. Josh Weinberger
  60. Esteban Kolsky
  61. Natalie Petouhoff
  62. Andreas Gotthelf
  63. Kathy Herrmann
  64. Louis Columbus
  65. Don Tapscott
  66. Anthony Lye
  67. Chris Bucholtz
  68. Umberto Milletti
  69. Jim Storer
  70. Jeff Nolan (added 5/17  1.25pm)
  71. Brian Vellmure

Interested observer:

71.  Michael Krigsman

Craig Rosenberg is the Funnelholic. He loves sales, marketing, and things that drive revenue. Follow him on Google+ or Twitter

7 Habits of Highly Effective (Social) Salespeople

I LOVE the title. When I came up with that one, I was excited. It’s a nice little play on Stephen Covey’s book that I’m sure you are familiar with. The title is for a presentation I’m delivering at the Top Sales World conference on Wednesday May 11th from 2:15 – 2:45 PM EDT. Here is the cool thing: To attend requires a small $5 donation to the Japanese disaster relief fund. In other words, please join.

The 5-day virtual event is pretty sweet and I recommend you also look into all thirty-five sessions that will be presented by some of the world’s top sales experts like Jill Konrath, Diane Helbig, and Mark Hunter.

As we talk about social selling I believe there is a need to make sure that we keep the end-goal top of mind: help sales people and organizations make more money. From the best practices I’ve seen across many organizations, I’m certain that social selling can:

  • Make great sales people 20-35% better – That’s worth a lot of money. It makes sales people faster, better, and more effective.
  • Makes good sales people 20-35% better but still not great – Being great will either come from natural sales DNA and training, not tools. Since greatness is elusive, making good salespeople that much better is HUGE.
  • Will not make bad sales people better – Basically, if you suck, you suck.

I’ve seen a lot of the Sales 2.0 and social selling ideas being presented as concepts (“The Changing Buyer:  Sell to them Differently!”) or features (“How to use LinkedIn to sell”). What I aim to to do in my presentation is tie social selling concepts back to core selling techniques. Here are the habits I plan to discuss in the context of today’s new social and data-driven sales enterprise:

  1. Fundamentals come first
  2. Realize that you are a brand
  3. Always come prepared
  4. Be present and aware
  5. Always be prospecting and pay attention
  6. Always be helping so that you are always closing
  7. Make the trust real

I think I’ll do a good job and I look forward to you listening and giving me feedback so I can continue to improve!

I hope I see you there, it’s for a good cause. Join now. Thanks.

Craig Rosenberg is the Funnelholic. He loves sales, marketing, and things that drive revenue. Follow him on Google+ or Twitter

Visualize the Funnel. No, Really… Visualize It.

Today The Funnelholic is pleased to introduce Jesse Noyes, the in-house journalist at Eloqua, who covers the trends, surprises, events and the movers and shakers of the marketing industry. Guest posts don’t often appear here, but Jesse came to The Funnelholic saying he was dying to spit some “funnel” game, and he thought this would be the place to do it. Now, that is my kind of opportunity. He sent over what he wanted to post and it was great — far better than what I can do. So, now The Guestpost-aholic is lucky enough to have a great post from Jesse. I hope everyone enjoys it as well.

Quick question: How many different illustrations of a funnel are floating around in your sales and marketing departments? Two? Ten? Too many to count?

Marketers will tell anyone within earshot to “visualize the funnel.” What they usually mean is to imagine the steps, content and definitions you need to move a prospect through each stage of an integrated of sales and marketing cycle — an important element of a functional lead management system. They aren’t typically referring to a literal, graphical manifestation of the funnel.

That’s too bad. Visuals matter. They give people a common, physical framework to map out thoughts. And in the case of the funnel, having too many flying around your offices can result in a lack of consistency. We sought out to address that internally at Eloqua, which is why we had our graphic designer punch up a classy version that could serve as a building block for anyone in the company. “One funnel to rule them all,” so to speak.

With that in mind, I thought I’d take you on a short tour of some of the sample funnel concepts we’ve used at various points over the years. Enjoy the evolution!

I call this one the Tron because it has about as much sophistication as an early Atari game.

As far as funnels go, it’s pretty basic: three stages and simple trajectory. In fact, it’s too basic and doesn’t convey the complexity of a modern marketing and sales process.

Here we get more detail. The stages a buyer goes through, as well as how the leads progress, are more clearly defined and explained.

Marketing Qualified Leads and Sales Qualified Leads are addressed. While it provides greater detail, it still lacks that visual “umph” quality.

Now we’re getting warmer. The stages are all there, but this time there’s even more detail.

The roles of lead scoring and lead nurturing in directing prospects progressively through the funnel have been introduced. But this looks like a figure you might see in a college textbook. Let’s move on, shall we?

This may well be the Avatar of funnels.

It’s visually appealing and gets the point across. We see how top-of-funnel prospects emerge from the shadows, revealing their digital body language, as they move deeper down the funnel. The downside is that, for all its visual splendor, you can’t play with it as easily as the previous concepts. It’s more difficult to customize with additional layers of behaviors or content that influence buyers. Sure is pretty though.

Ah, yeah…that’s the stuff. Here’s what we came up with. It’s simple, clear, and eye-catching without being flashy.

This image takes the best from previous iterations of the funnel, including the most heavily employed stages of the buying cycle, and lays it out in an immediately understandable fashion. Additionally, it provides wiggle room. Depending on your needs, you can easily adapt it based on a particular company’s business model.

It’s not going to win any artistic awards, but it delivers the perfect mix of consistency and coherence. How about your business? Are you working on one vision of the funnel or relying on many different images?

Jesse Noyes

Craig Rosenberg is the Funnelholic. He loves sales, marketing, and things that drive revenue. Follow him on Google+ or Twitter