What Could NextGen CRM Look Like?

A unique view through the lens of Jobs-to-be-Done

Take a few minutes and write down all of the tools and services you use to develop revenue. I’m curious to see if your list looks like mine. We often make the mistake of defining markets as the products people buy, and as such, we just as often don’t see our non-traditional competitors.

For example, do you consider Zoom to be a competitor to Delta Airlines? Many of the people flying - before the pandemic - were business travelers. Some are consultants who were traveling to client sites to co-locate for the purpose of getting project work and team collaboration done. Others are salespeople, who are trying to close deals or identify follow-on work. So, there are potentially a number of jobs which involve real-time collaboration for information exchange and/or decision-making.

Why does a salesperson fly to another city to close a deal? Because, face-to-face connections have proven to be highly effective in the past. But, we may be living in a new normal, albeit the extreme version. It’s hi…