CRM marketing metrics are 'never consistent'

A shining light in the world of business management software has explained that people aiming to compile statistics about how customer relationship management works will have difficulty in getting consistency.

David Taber, writing for CIO, explained that marketing and sales organisations alike have very little idea about which combinations and sequences of activities are necessary in develop and closing in on a new customer, despite hundreds of theories, anecdotes and suppositions.

He questioned whether or not it took two or more on-site visits to land a deal, or three, or five, though countered the argument by classifying the case as a possible problem client or a bad lead.

"The true answer is 'it depends on the specifics' - which means you can't really develop a quantitative model," Mr Taber concluded. "So activity metrics are almost always misleading."

David Taber has extensive links to the hosted software community and has, in the past, liaised with Sun Microsystems, Pacific Bell and the University of California Berkeley in order to ply his trade.

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