Drop the CRM

This week - we explore the challenges faced by Partner Ops professionals and their reliance on CRM systems that aren't designed for their needs. Maybe it's time to drop the CRM? 

• CRMs are't designed for Partnerships out of the box.
• Heavy customizations create highly sensitive and unique environments. 
• Integrations continually add dead weight to CRM infrastructure and icnrease complexity in management 
• In a perfect world, the CRM is a source of truth, but in reality it's often never realized. 
• PartnerOps faces an often uphill battle trying to bring everyone and everything together on the data front. 

Currently available technology opens a door for new approaches to how we manage Partnerships and Data that is no longer dependent on the CRM or even being IN the CRM for the Partnership org. 

• Centralize partner data through a streamlined data layer.
• Integrate via synchronization to avoid direct CRM engagement.
• Provide a layer for access/visibility that enhances the Partner Manager and potentially Partner experience. 
• Create actual truth through data normalization. 
• Send data wherever you need it to be, for whatever audience you need. 

Join me as I question why Partnership teams continue to work with inadequate technology platforms and suggest an alternative that just might improve things for everyone.

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As always, to discuss this or anything else Partner Tech, reach out for a discussion! 

Aaron Howerton
www.linkedin.com/in/aaronhowerton
www.partneropspartner.com