VIEWS: 7 PAGES: 3 CATEGORY: Periodicals POSTED ON: 6/3/2010
Geeks on the Way (GOTW) provides technical support both in person and remotely throughout Western Canada. How ironic, then, that the support provider needed help of its own in procuring a customizable and scalable CRM system to meet its growing business needs. Hoping to end the merry-go-round of flawed CRM, CEO John Leishman turned to a new option-open-source CRM. The only firm to pass was open-source provider SugarCRM, which Leishman says had the largest following and the most downloads. Convinced that SugarCRM is up to the task of helping GOTW scale up, Leishman is confident he can stick with the vendor for the next round.
A NEWSLETTER EMPLOYS NEW TACTICS Finding a new job is stressful; job-search sites should help—not hinder—the hunt. CareerBuilder.com, the largest job-search and employment Web site, aims to ease the search burden by providing email newsletters offering relevant job postings and career advice. The site has teamed with ExactTarget, a marketing automation company, for more than five years, but recently launched a new segmentation campaign that won an ExactTarget award. Given that the old segmentation was on geographic region alone, Joanna Freeman, the site’s email marketing manager, admits the newsletters needed work. So her team segmented further—beginning with each MIXING IN A LITTLE SUGAR recipient’s position in the job-search cycle. CareerBuilder and ExactTarget began gauging customers’ priorities by the num- SWEETENS THE DEAL ber of mouse clicks on each newsletter Geeks on the Way turned to SugarCRM to keep pace with link. A subscriber who hasn’t opened an increasing demand email in several weeks or G Increased has clicked few links, for eeks on the Way (GOTW) intrigued with the whole concept,” he example, is categorized provides technical support recalls. “I wanted to use this technology personalization as not actively looking for a both in person and remotely so I could customize it…and also have it for the job. The newsletter content, throughout Western Canada. Web-based so I wouldn’t have to rely on therefore, is focused more How ironic, then, that the support pro- terminal services or any other remote newsletters is the upon workplace tips than vider needed help of its own in procuring assistance-type software.” ultimate goal. on, say, interview strategies. a customizable and scalable CRM system Leishman began perusing SourceForge, “When you are applying, to meet its growing business needs. a Web site of open-source code and appli- we are there weekly [with new job recom- Founded in 2001 by Chief Executive cations, and he came up with a two-prong mendations],” Freeman explains. “If you are not applying, but you’re opening and Officer John Leishman, GOTW has more litmus test to determine which open- clicking, we send more content-related than 20,000 customers and was among source CRM offering—if any—would things. We infer that you have a job, but Profit magazine’s fastest-growing Cana- work for his company. Both involved the you’re peeking around to see what’s out dian firms in 2005. As business grew, size of the user community. First, Leish- there—so you still find us of value.” Leishman’s CRM systems couldn’t handle man wanted to see a flurry of recent Freeman says increased personalization the larger scale.“We started [with] Act! as postings. “If there was little activity, ob- for the newsletters is the ultimate goal. our contact management system because viously there’d be no community sup- “We would like to have an even better that’s what I was familiar with,” he recalls. port to enhance or add more features,” he understanding of what these people are “It worked fine at first, but then didn’t says. Second, he wanted to see a large doing in each stage of their careers,” she work very well when we spread to multi- number of downloads, popularity that says. More-accurate job recommendations ple locations. Then we moved to [Micro- raised the probability of future support. lead to more-qualified candidates applying to more-relevant positions. This, in turn, soft] Exchange Server, which ended up Th
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