Scott Nelson gave a great presentation at Gartner's CRM Summit in London recently. I particularly liked this slide:
I like this slide a lot as it clearly shows why I think EDM and CRM are going to converge. Look at the boxes - "differentiated", "personalized", "automated", "guided" - rules; "predictive", "segmented" - analytics; "intelligent" - EDM.
- Predictive Marketing
Using predictive analytics to identify the right offers, right decisions, right actions.
- Right Time Marketing
Using business rules to process the events as they happen in true business activity monitoring fashion.
- Segmentation-based selling
Using data and analytics based on that data to develop data-driven strategies that can be implemented as business rules.
- Guided Interactions
Using business rules to script and direct CSRs and customers.
- Automated Enterprise Channels
Only possible if the core decisions within those channels are also automated.
Resulting in differentiated, personalized, intelligent, automated relationships. EDM+CRM! For more see the CRM section of the blog.