Zyme CCO Ted Dimbero Connecting the Channel Data Dots – Business Intelligence Info

Zyme CCO Ted Dimbero Connecting the Channel Data Dots – Business Intelligence Info

Asyoumightimagine,whenyoucollectinformationfromsomanydifferentsourcesandsystems,thereslotsofdifficultymatchingitback。

IfyouhaveproductsdefinedinyourCRMsystem,someoneinChinamightreportbackthattheyvemadeasale,buthowtodoyouconnectitinyourCRMsystemtoaparticularcustomer?

Theproductnumbersmightalsobewrong,andhowdoyouconnectthemback?

Itsamessyproblem,sinceyouredealingwithsomanydifferentsystems,andeverydaytheyrechanging。

Everydaydifferentdatacomesinthatcantcorrectlyoreasilybeinterpretedormatchedbacktothemanufacturersdata。

Itsallaboutcollectingthedata,validatingit,andconnectingitbacktoknownentities。

Onceyouvegottenthedata,cleaneditup,validatedit,andpusheditdownstreamintotheCRMsystem,youcandevelopaclearerviewoftheendcustomer。

Therearelotsofdifferentusecasesfordata,butifyoutakeitinitsrawformwithoutcleaningitandvalidatingitandenrichingit,itwontmakeanysense。

Itsamatterofmakingsenseoutoflotsofdisparateinformationandusingittodrivethechannel。

CRMBuyer:Whatsthekeytomakingdatauseful?

Dimbero:Itsaboutconnectingittothingsthattheyknowintheirenterprise。

Youmightwanttoknowwhichtransactionhappenedinwhichterritory,andyoumightrunareport。

Peoplemaybegettingthedata,andmaybeitscominginquarterlyormonthlyorweekly,butitsdifficulttomakesenseofwithwhatyouknowaboutyourorganizationandwhatyouneedinyoursystem。

Ifyoucantinterpretthedata,itsamoundofinformationthat,whileinteresting,isnothelpingyou。

Itsallaboutmakingsureyouregettingtherightinformationtodrivethedownstreambusinessprocesses。

CRMBuyer:Whatistherelationshipbetweenchanneldatamanagement,andCRMandmarketing?

Dimbero:Oneofthemostimportantisafeedbackloopwhenyourerunningacampaignofsomesort。

Youwanttoknowifthatcampaignreallyhadanimpactonasale。

Whatsomeoftheleadingcompaniesaredoingisdesigningsmartordynamiccampaignsthataremorefocused。

Theyreabletosay,Ihavethispocketofinventoryinthisonelocation,andIcanrunamoreintelligentcampaigninthisplaceandgetridoftheinventoryanddomoreofapointedcampaign。

Withchanneldatamanagement,youcanhaveanintelligentpartnerprofile,soyoucanknowwhichpartnersaregoodatsellingwhichproducts。

Moreintelligentleadroutingisanotherarea。

Whenaleadcomesin,insteadofroutingittoaterritory,youcanrouteittosomeonewhohasatrackrecordofsellingthatparticularproduct。

WhatwevealsoseenispeoplehaveopenopportunitiesinMicrosoftDynamicsorSalesforce,andyetsincefulfillmentisnotdonebythembutbyadistributor,theseopportunitiesarejustsittingoutthere。

CRMBuyer:Howischanneldatamanagementevolving?

Whatsinthefutureinthisspace?

Dimbero:WhereCDMstartedwasreallyinhelpingorganizationswithquarterlyfinancialdataandsalesvalue。

Asyoustartusingthedataformorethings,though,thatswhereitsevolving。

Nowpeopleareusingdatatoreplenishstoreshelvesorlookforupsellopportunities。

Itsallabouthelpingbusinessesmaketherightdecisions。

Weseethevelocitygoingup。

Iseecompanieswantingtogetdeeperinthechannel,particularlyinemergingmarkets。

Oftentheresacompanydistributorthatsellstootherdistributorsandresellers。

Peoplearetryingtogettotheedge,andtheyreasking,Whosfinallybuyingmyproduct?

Asyougetclearervisibilitytotheend,youcantargetyourmarketingmoreeffectively。

VivianWagnerhasbeenanECTNewsNetworkreportersince2008。

Hermainareasoffocusaretechnology,business,CRM,e-commerce,privacy,security,arts,cultureanddiversity。

Shehasextensiveexperiencereportingonbusinessandtechnologyforavariety

ofoutlets,includingTheAtlantic,TheEstablishmentandO,TheOprahMagazine。

SheholdsaPhDinEnglishwithaspecialtyinmodernAmericanliteratureandculture。

Shereceivedafirst-placefeaturereportingawardfromtheOhioSocietyofProfessionalJournalists。

EmailVivian。

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