The Evolution of Purchasing CRM Software

I’ve really neglected to talk about “CRM” in a specific way on a regular basis over the past few years. I’ve been very focused on how to prioritize what customers value and that has taken me into the dark world of innovation. Along the way I’ve talked about things like customer experience and customer success, all within the context of customers trying to get a job done — as opposed to trying desperately to buy your product.

Since most companies aren’t very interested in understanding what their customers need in the pursuit of getting a job done (the “Style my hair” vs “Apply hair gel” debate); I thought I would frame this conversation around the consumption of solutions that they have placed their bets on (whether rightly or wrongly). There are some basic common sense things we can probably all agree on. Here, I’m going to demonstrate that Jobs-to-be-done do not change over time. Only the value that we give to solution does.

Throughout this post, I’m using a simple job map depicting t…