• I agree the opportunity is a major one, and demonstrating innovation is an important component of differentiation. For a company I'm working with right now, step one is not that easy. They're small enough to be unable to have any dedicated social media resource; constantly growing so everyone's extremely busy; and have hundreds of B2B customer contacts which – in my opinion – makes it more difficult than researching the social media usage patterns of consumer audiences.

    Do you know good examples of System Integrators in the $20-$50m annual revenue range that have ramped up in this way?

  • Thanks @drororbach for visiting my #scrm blog and sharing your thoughts.

    I agree that for a small or medium sized firm, step one may not be easy. In fact, even large IT services firms with revenue larger than US$ 500 Million or more have few dedicated Social CRM consultants if they don't have projects, justifiably so under current economic climate, where cost control and productivity are so important. I can understand the constrains for a firm with annual revenue of $20-50 Million.

    If a IT services company doesn't have dedicated consultants for Step 1, I would suggest that they directly go to Step 2 – Partner with leading vendors in Social Media Measurement & Monitoring, Customer Community Platforms or Social Media and Network Analytics areas.

    You can leverage this partnership to learn about the market and jointly explore business development opportunities.

    But lack of resources or consultants should not be excuse not to take initiative in Social CRM. The opportunity is too good to be missed and sooner you start, better for you – as you will not only have first mover's advantage in the market, but will find it easier to establish relationship with Social CRM partners since the field is less “crowded”.

    Hope I have answered your question. Thanks again for sharing your thoughts.

    Harish Kotadia, Ph.D.

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