Note for nerds before we begin: The Five Deaths are the name of the 5 islands where Jurassic Park takes place. In these 6 years that we’ve been building and implementing Thalamus in both multinational and local companies, added to the more than 15 years of experience heading tech projects within corporations, time and again we’ve come up against some catastrophic implementations of CRM software in Marketing. In general, we’ve been met with software solutions provided by what we call The Five Deaths; the giant corporate software companies that provide CRM products. If you’re unsure which ones we’re talking about, their products are usually named some combination of the following words, in any order: cloud marketing sales crm omnichannel campaign manager social force. The solutions provided by The Five Deaths are all cut from the same mold: they were created as CRM and turned into Consumer Engagement platforms; they have a hammer, and see nails everywhere. Why isn’t Consumer Engagement the same thing as CRM? We can summarize why in 4 points:
- Who forms part of the relationship? CRM is focused on clients; Consumer Engagement focuses on consumers.
- How many people form part of the relationship? CRM helps hundreds of vendors connect with thousands of clients. Consumer Engagement helps all of a company’s brands connect with millions of consumers.
- What division of the company needs it? CRM aids Sales and Trade Marketing divisions improve processes for their sales representatives. Consumer Engagement helps Brand Marketing execute and analyze their brand strategies.
- Technical requirements. Consumer Engagement must be able to execute an entire marketing strategy in real time, with millions of consumers interacting concurrently through multiple touchpoints. CRM only needs to manage the interactions generated by those hundreds of vendors and thousands of clients with low concurrency.