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Scott Kostojohn - CRM Fundamentals

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Scott Kostojohn CRM Fundamentals

CRM Fundamentals: summary, description and annotation

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CRM Fundamentals is a critical and comprehensive resource for executives and project leaders tasked with managing customer relationship management (CRM) initiatives. It provides an introduction to CRM and how it delivers value to organizations, and describes the process to build and execute a CRM roadmap successfullyincluding identifying goals, lining up the right people, planning projects, choosing software packages and consultants, managing the initial CRM implementation, and maintaining and evolving the program over time. Written by senior CRM consultants, CRM Fundamentals includes plenty of detailed, useful advice to help you get the most value from your CRM investments and to avoid common pitfalls associated with CRM.

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CRM Fundamentals Copyright 2011 by Scott Kostojohn Mathew Johnson and Brian - photo 1

CRM Fundamentals

Copyright 2011 by Scott Kostojohn, Mathew Johnson, and Brian Paulen

All rights reserved. No part of this work may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage or retrieval system, without the prior written permission of the copyright owner and the publisher.

ISBN-13 (pbk): 978-1-4302-3590-3

ISBN-13 (electronic): 978-1-4302-3591-0

Trademarked names, logos, and images may appear in this book. Rather than use a trademark symbol with every occurrence of a trademarked name, logo, or image we use the names, logos, and images only in an editorial fashion and to the benefit of the trademark owner, with no intention of infringement of the trademark.

The use in this publication of trade names, trademarks, service marks, and similar terms, even if they are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights.

President and Publisher: Paul Manning
Lead Editor: Jeffrey Pepper
Technical Reviewer: Tom McKinnie
Editorial Board: Steve Anglin, Mark Beckner, Ewan Buckingham, Gary Cornell, Jonathan Gennick,
Jonathan Hassell, Michelle Lowman, James Markham, Matthew Moodie, Jeff Olson, Jeffrey
Pepper, Frank Pohlmann, Douglas Pundick, Ben Renow-Clarke, Dominic Shakeshaft, Matt
Wade, Tom Welsh
Coordinating Editor: Jennifer L. Blackwell
Copy Editor: Kim Wimpsett
Compositor: Bytheway Publishing Services
Indexer: SPI Global
Artist: SPI Global
Cover Designer: Anna Ishschenko

Distributed to the book trade worldwide by Springer Science+Business Media, LLC., 233 Spring Street, 6th Floor, New York, NY 10013. Phone 1-800-SPRINGER, fax (201) 348-4505, e-mail orders-ny@springer-sbm.com, or visit www.springeronline.com.

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The information in this book is distributed on an as is basis, without warranty. Although every precaution has been taken in the preparation of this work, neither the author(s) nor Apress shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the information contained in this work.

Contents at a Glance

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Contents

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About the Authors - photo 23

About the Authors Scott Kostojohn Principal Scott acts - photo 24

About the Authors Scott Kostojohn Principal Scott acts as sales director - photo 25

About the Authors

Scott Kostojohn Principal Scott acts as sales director and CRM architect for - photo 26Picture 27Scott Kostojohn, Principal
Scott acts as sales director and CRM architect for Madrona Solutions Group, a leading Seattle, Washington, CRM consulting firm. Scott leverages his significant experience with various CRM platforms to support Madronas clients during complex implementations. Prior to joining Madrona, Scott worked for Microsoft in a variety of roles, including product strategy with the Microsoft Dynamics CRM product development team. Before that, he was a CRM consultant at Equarius (now EMC) helping clients around the country implement CRM software solutions. Scott has a bachelors of science degree in mechanical engineering from Cornell University.

Mathew Johnson CRM Practice Director Mathew joined Madrona Solutions Group - photo 28Picture 29Mathew Johnson, CRM Practice Director
Mathew joined Madrona Solutions Group in 2007 and currently oversees its CRM practice. He brings a deep understanding of CRM fundamentals and their application to the marketplace, and he works with the rest of the leadership team to ensure that Madrona offers an exciting and challenging environment for its employees. Prior to joining Madrona, Mathew led and delivered business-process improvement and CRM initiatives for Acetta, often using the Microsoft Dynamics CRM and Salesforce.com product platforms. Before Acetta, he was a senior consultant at Onyx Software, implementing sales, marketing, and customer service solutions. Mathew has degrees in business administration (information systems) and communications from the University of Washington.

Brian Paulen Principal Brian cofounded Madrona Solutions Group in July 2005 - photo 30Picture 31Brian Paulen, Principal
Brian cofounded Madrona Solutions Group in July 2005. He has overall responsibility for the firms growing business and for managing client and partner relationships. Brian has extensive project and program management experience and is an expert in delivering strategic sales and marketing solutions on various platforms. Prior to founding Madrona, Brian directed the CRM practice at Slalom Consulting. Earlier, he was a member of the CRM team at Equarius (now EMC), working primarily with clients in the Pacific Northwest. His career began at Accenture (formerly Andersen Consulting), working out of its New York office. Brian has bachelors of art degrees in political science and international business from Lehigh University.

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