Barb Krasner chairs our Special Interest Group (SIG)
Metrics for Measuring the Effectiveness of a
Program. Its goal is to develop best practices in this
area, and it's been up and running now for six
months with a
talented and diverse group of reference pros. I
Barb recently to find out how the SIG is doing and get
such questions as what are the most critical areas of
reference management to measure and why.
Btw, Barb's day job is Director of Customer
Marketing at Lucent Technologies, where she started
firm's (ITSMA) award-winning Client Reference
Following is a tantalizing excerpt of our interview:) To
read the full
interview, please click here.
Question 1: The big rap against
that marketers can’t establish the business value of
programs to senior execs, or anyone else for that
matter. How close do you think reference
are to this holy grail? How much closer do you think
Answer: I think we're probably closer
most marketing programs, because the goal of
fulfillment is revenue. Some companies track the
relationship between the two systematically, through
Siebel, for instance, and others track it manually by
opportunity, using whatever means they have
them. Data collection remains a challenge,
systematic data collection, and the SIG has two
who will be developing a best practice approach to
Question 2: Who’s been participating in
Metrics SIG? How do you define your mission?
Answer: Participating companies
Oracle, SAP, PTC, Epicor, Qwest, EMC, Intel,
and ProjectLine Services. The SIG's goals are to:
develop a scorecard with a finite set of reference
metrics for executives, sales, marketing, and
efficiency that represents best class practices; and
term, (2) develop an industry standard through
benchmarking for each of these metrics (for
constitutes a "good" result?).
Question 3: In what areas should
programs measure results and what are the key
each? And why are they key?
Answer: The SIG has identified a single
important metric in each of these four categories:
sales, marketing and operational efficiency. We call
reference landscape. For executives, the most
metric is the same as the most important metric
a reference program: impact on sales. Same goes
For marketing, it's customer recruitment to fulfill
requests and/or sufficient collateral by industry,
product/service/solution, segment, etc. Finally, for
operations efficiency, the most important metric is
conversion of leads to references.
. . .
To read the rest of the interview, where Barb
discusses the critical success factors for creating a
successful reference program, tips for assessing
sales impact of references, and more, please click here.
SPRING 2007 CUSTOMER REFERENCE FORUM
Early registration is underway for the Spring
2007 Customer Reference Forum. It will be
CA at the fabulous Claremont Resort (attendees who
early can stay for $200 a night -- a great deal). We
terrific presentations on: customer communities;
effective reference deliverables; getting beyond
reference burnout" to "instilling reference delight" --
keynote by Ben McConnell, co-author of Citizen
and much more.
For more information about the event and to
please click here.
LOOKING FOR A JOB? LOOKING FOR A
If you are a reference professional looking for a job,
firm seeking to hire an experienced reference
drop me a note (feel free to reply to this email) and I'll
word out to our community.