The unrelenting spread of social networks, with its ability to entice the masses to supply vast amounts of personal data (knowingly or not), has generated a corresponding spike in demand for social software and services to manage an organization’s “social identity”. Not surprisingly, this mandate has landed on the CMO’s desk for the most part. I would argue that positioning Social CRM as a Marketing owned and led initiative has the potential to create more issues, both internal and external, that far outweigh the shiny new SCRM tools and services available.

To put it in context, I can understand the desire to run fast waving the new “Inbound Marketing” flag. The first wave of CRM solutions neglected, to some degree, the marketing functions. First and foremost, it focused on enabling SFA (it’s the pipeline stupid!). Service came next, but usually with another CRM silo bolted on (it’s the ticket stupid!) or web self service. During this phase, Marketing was supported via CRM campaign management, web analytics, etc. but often the critical effectiveness data often came from within the internal CRM Sales and Service systems (or internal marketing tools and external data providers).

That’s not to say customer alignment across front office units was not the most critical enterprise goal from above during this period. It was always the mandate, required for the ever elusive 360 degree view. Various initiatives were kicked off to do just that, with some successes here and there, some failures, and lots of internal cross-unit complexities to manage.

Does anybody think the end customer cared during this phase of business activity? While corporate front office business units and IT were sorting out their differences between tools, data, systems, and business languages – – the customer moved on. The technology cost curve made it possible for individuals to invest their own set of Sales (research), (self) Service, and Marketing (platforms) reaching millions in a nano-second. Many of these customers now aim this newly acquired arsenal directly back at the company (rightly or wrongly).

Or, in other words, inside out processes turned outside in, customer relationship management turned into customer managed relationships.

So where are we today? Even now, most companies are in a reactionary mode. For organizations that exist in markets where there is individual choice, it’s simply matter of time before the new customer arsenal hits their turf (and of course there are always – two – ways to learn).  For others trying to be proactive on the wave, it has been mostly directed as a mandate for “Inbound Marketing” or “Social CRM/Twitter” based initiatives (side note: I have a problem with the “Inbound Marketing” term as its seems just as flawed as “Outbound Marketing” – last time I checked customer conversations and engagement are bi-directional, no?).

This is a start, but will still miss the end goal as we are repeating the past. Creating a truly customer centric operating model that is cross Sales, Service, and Marketing is a bigger imperative now more than ever. If anything, the new drivers should seek to empower Customer Service agents as much as it does Marketing.  And Sales, always looking for the most complete customer profile and activity data, needs to be in sync with Service and Marketing now as well. Revenue generation (or loss) activities on an account can occur at any touch point (so long pipeline and tickets!).

So what’s my point? Unleashing Social CRM initiatives via a Marketing-only silo has the potential to repeat historical failures if not properly planned and synchronized. Deployed in isolation, Social CRM can make the company look even more flat footed and less connected. In the first phase of CRM much of these miss-steps were, for the most part, invisible to the end customer.  Today, it can be blasted with all the world to see.

So really, this should be a mandate for real culture change within the front office first (the change that didn’t happen during the first wave), integrated strategic planning across Sales, Service, and Marketing second, and then deploying and managing the shiny new Social CRM initiatives, tools, and services last. #scrm #crm