Email Interview with Brent Leary
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Name: Brent Leary
Company/Title: CRM Essentials, Partner
Website: http://crm-essentials.com
Blog: http://brentleary.com
Twitter: http://twitter.com/brentleary
Book: Co-author of Barack 2.0
How did you get involved with CRM?
Got started using Visual Basic and Microsoft Access to create electronic territory management systems for pharmaceutical sales reps in the mid ‘90s. Then worked for PricewaterhouseCoopers to help build their CRM practice in Atlanta
What’s the most powerful tactic or strategy for which CRM can be used?
The most powerful tactics – where CRM is at its best – is when it helps you respond quickly and accurately to requests, access the right information at the right time, and efficiently execute good decisions and actions based on solid information. It seems basic, but doing these things will help turn prospects into customers, and customers into long-term partners.
What’s the most common CRM mistake?
Still believing the toughest part of implementing CRM is paying for software. Buying the software without getting buy-in from all parties involved (customers, employees, management, partners, etc) will only lead to frustration and failure.
What’s the biggest CRM trend on the horizon?
The integration of social media and networks into classic CRM processes – aka Social CRM – is the most exciting development taking place in the industry. But success can only be achieved by understanding when, where and how to use social media to engage customers and prospects.
What job would you do if you weren’t a CRM expert?
I would be a ESPN Sports Center host or a DJ at a Hip-hop oldies radio station!
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