Why CRM Fails — and How to Fix It (MIT Sloan)

Investing in CRM resources without first investing in related marketing capabilities leads to failure.

It’s a good point and also applies to web projects (TheGreatVine). CRM best practices are not enough.

Solution: learn and experiment to develop customer insights which can then be used to decide on the CRM technology that can best support them; this also has the advantage of building a business case and reducing project risk.

Is your company able to support learning, experiments and an evolutionary approach? Short term goals might kill this learning process. Top management needs to encourage learning and experimentation.

Marketing capabilities framework: Where are we? Where can we improve?

 Capabilities: Transaction marketing Long term “one to one” marketing Network marketing
“Demand management”: generate revenue from products and services
Creating marketing knowledge: generate and disseminate insights about customers
Building brands
Company relationship to its customers: CRM

Luxottica to work with Google on Google Glass eyewear (The Guardian/FT/Businessweek/Engadget)

Beyond the PR aspect, the possible pull for stores (come try them) and trying to make the glasses better looking thanks to Luxottica’s designers the problem is this is still technology in search of a problem to solve, which Google hasn’t yet found. The solution would be to start looking for those uses and see how the glasses help… Plus there’s the creep and privacy factors to solve:

Sherlock google glass

Sherlock, fromhttp://sherlockmeta.tumblr.com/

Luxottica: Glassy (FT). Will it help the earnings and sales growth? A lot will depend on the first models, but it would be a mistake to let the market think results depend to a great degree on this deal.

Google to De-Dorkify Glass in Partnership With Ray-Ban Maker Luxottica (Businessweek). Luxottica… “a far larger footprint than fashionable online retailer Warby Parker, with which Google reportedly discussed a partnership.” so it’s not just design Google has in mind, it’s also retail presence.

Uses like this: Sailboat racers get a heads-up display to call their own (Engadget).