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Randall's Resources
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Avoiding a disastrous CRM implementation

CRM (Client Relationship Management) systems are known for two things: the promise of driving sales, and the almost inevitable disastrous implementation.  And the same is often true of other big tech projects.  But does this really have to be the case? Here are 11 key items that can make a difference between a successful implementation... or a costly mistake: Executive Sponsorship:  This isn't just a question of leadership buy-in to the concept, but also their active involvement in the implementation process itself.  The more active this group appears to be, the more buy-in th [...]

Trust Killers

How much does your organization invest in marketing?  Beyond thought leadership and inbound marketing strategies, there is advertising, promotional items, trade shows, CRM, marketing automation, the web and social media.  Any way you look at it, the investment is substantial. Yet despite this focus, and despite all of this strategy, why is marketing so often ineffective?  Is there a factor that silently gnaws away at this investment, often hidden from obvious view?  The answer, unfortunately, is yes. Marketing has but one goal:  to build the organization's brand.  All else, from g [...]

Ten Questions to Improve Data Quality

Marketing has progressed significantly from the days of direct mail addressed to "occupant". Or has it? I recently received a snail-mail letter from a major corporation, addressed to Rondo Greg - not Randall Craig. My wife recently received an email addressed to her work address, asking whether her company - a major financial institution - would be interested in using the financial services... of their direct competitor. And of course most people have received emails that begin "Dear [Contact Name]", where it actually says "[Contact Name]" instead of their own name. For the f [...]


Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at and