Marketing and CRM: Technology for improved marketing

Very often, CRM is defined in a restrictive technical way, which explains why most projects fail and result into poor buy-in and Return On Investment. For a private bank, we explored fundamental objectives of CRM: a tool to support a marketing strategy shared by everyone in the front line (article in french).

On marketing strategy, 1to1 marketing and CRM:
   Client is a Capital: you create it, manage it and carefully look after it
   (presentation in french)

Main themes discussed are : 1to1 marketing, Client Relationship Management in the non technology sense (CRM), technologies to enhance marketing. This presentation was given during Inforum event in 2005 in Geneva and was hosted by Office de la Promotion Economique de Genève.

On Change Management: it is all about alignment

How to define change management and resistance to change? is personal leadership enough to overcome obstacles? it is definitely a crucial ingredient, but is it enough?