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| Foreword | |
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| Acknowledgments | |
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| Introduction | |
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| The Overview | |
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| Is CRM Ashley Judd? | |
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| Defining CRM: Salute to the General | |
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| CRM Definition: The View from Above Still Needs Binoculars | |
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| In the Beginning: CRM's Place in the Business Universe | |
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| Transformation of the Business Ecosystem | |
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| "Every Day Is Mardi Gras and Every Fan's a King." | |
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| Learning from the Best: CRM from Its Leaders | |
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| Okay, Folks, What Did We Learn? | |
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| Whole-Brained CRM: The Real Metaphor | |
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| The META Group Definition circa 2000 | |
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| Whole-Brained CRM | |
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| CRM: The Total Package | |
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| Data-Driven CRM vs. Process-Driven CRM | |
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| Data-Driven CRM | |
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| Process: An Overview | |
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| Process-Driven CRM | |
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| In Conclusion | |
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| The Modules | |
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| Sales Force Automation: Power to the (Sales) People | |
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| Contact Management vs. SFA | |
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| Contact Management: The Good, the Bad--and the Not-at-All Ugly | |
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| SFA: Sales Bourgeois vs. Sales Proletarians | |
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| Focus: Proposal Management Meets Sales Process | |
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| Vendors to Watch | |
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| Rage Against the Machine? | |
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| Enterprise Marketing Management: Finally Getting the Message? | |
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| The Core Beliefs | |
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| Enterprise Marketing Management (EMM) | |
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| CCRM = PRM: Not Just a Name Change | |
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| The Basics Are Really Basic | |
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| How to Succeed in Business by Really Trying Hard | |
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| ROI Means King in French and Bottom Line in English | |
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| The End (of the Chapter) | |
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| Call Center, CIC, Potato, Po-tah-to: Customer Service Can Be Good--Whatever You Call It | |
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| From Call Center to Customer Interaction Center | |
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| The Agent Can Be Your Friend | |
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| Qui Bono? Benefits and Stories | |
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| Field Service: Not Just Your Maytag Repairman Anymore | |
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| Field Service: Welcome to the 21st Century | |
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| Form Follows Function | |
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| Strategic Considerations | |
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| Strategic Value | |
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| What Could They Possibly Be Thinking? | |
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| Waiting for You | |
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| Analytics: I Never Saw a Purple Cow, but if I Did, It Would Be a Demographic | |
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| What Are Analytics? | |
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| The Markets | |
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| Going Deep: Verticalizing CRM | |
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| Industry-Specific, if You Please | |
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| CRM at Different Theaters: The Show's the Thing | |
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| The Vendors and the Verticals | |
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| Moving On | |
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| "Of the People, by the People, for the People": CRM in the Public Sector | |
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| CRM in the Public Eye: More than Just a Good Initiative | |
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| Public Sector: CRM Stands for Constituent Relationship Management | |
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| CRM and the SMB: Small Is Beautiful | |
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| SMB Is More than an Acronym | |
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| SMB vs. Enterprise: What Are the Differences? | |
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| The Modules | |
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| Web Architecture for Enterprise Applications: Why Learn THAT? | |
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| Widescreen Architecture | |
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| Evaluating Architecture | |
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| Data Mining, Datawarehouse, Data (Just Not Star Trek's) | |
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| Data: It's Good for You | |
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| A Little Bit of Vendor | |
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| Supply Chain + Demand Chain = A Big Enterprise Value Chain, Gang | |
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| The Realization Is High, the Interest Deep | |
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| Supply Chain Management: Looking Out the Front of the Back | |
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| The Sweetest Thing: Value Chain Integration | |
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| The ASP Model: Sexy, but Utilitarian | |
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| A Host by Any Other Name Would Work Just as Sweet | |
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| The Net Natives | |
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| The Hosted Solutions: Old School, New Approach | |
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| What ASPs Are and Aren't: Other Flavors | |
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| Pay Attention: Getting the Most from "Them" | |
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| The Kernel | |
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| CRM Strategy: First in Plan, First in Implementation, First in the Heart of the Customer | |
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| Prelude to a CRM Symphony | |
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| The Overture and the Movements | |
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| The Movements Begin: CRM as Program, Not Project | |
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| Business Process Management (BPM) | |
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| Benchmarks and Metrics | |
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| Culture Change | |
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| Alignment with the Customer Ecosystem | |
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| Vendor Selection | |
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| Implementation Strategy | |
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| Ongoing Learning Management | |
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| Business Processes Are Gender Neutral, Aren't They? | |
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| BPM Gains Credence | |
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| Culture Change, not Diaper Change: Managing a Dramatic Transformation | |
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| Why So Important? | |
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| How Do You Do It? | |
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| Dancing to the Music: Implementing CRM | |
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| When You Buy the Application, You Buy the Vendor | |
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| Communications and Learning Management Does Not Equal Knowledge Dump | |
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| Communications Planning | |
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| Learning Management Systems | |
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| ROI and Metrics: Numbers Never Felt So Good | |
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| ROI and Metrics--A Beautiful Combination | |
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| The ROI | |
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| Finale | |
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| The Ranks | |
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| Playing with the Big Boys: The Sandbox Survivors | |
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| Criteria | |
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| Companies | |
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| The Best of the Rest | |
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| Companies | |
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| Solutions Providers | |
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| The ASP Is More Than Cleopatra's Death Warrant | |
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| Why the Choices? | |
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| Back to the Future | |
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| Peering at the Future Through Glasses: Bye-Bye CRM, Sort Of | |
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| The Pundits | |
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| CRM: Finally, Part of the Business Fabric | |
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| What About Now? | |
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| Customer Lifetime Value Primer | |
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| Afterword | |
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| Index | |