The CRM Talent Shortage

Mark J

Updated · Aug 13, 2010

According to this article on CIO, there's a significant shortage of CRM implementation talent, focusing on The article discusses the current state of play, and what you can do about it.

“Unlike other enterprise applications, the effective use of true CRM systems requires significant domain expertise. Skills that go beyond the technical basics — from phone manner to market segmentation to content generation to survey analysis — are essential to getting the biggest profits from a CRM investment. This makes recruiting harder.

“The first step is to recognize that high quality content — from call-center scripts to Web copy to white papers to support FAQs — will be an essential ingredient of CRM success. If you don't have the talent to produce that content internally, do not attempt to mix your CRM/marketing automation/support system job spec (or consulting RFQ) with content generation or community management. These skill sets are almost never found in a single person.”

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