Released on: January 31, 2008, 4:55 am

Press Release Author: Thomas R. Cutler

Industry: Software

Press Release Summary: DestinationCRM Reveals Why Manufacturers Avoid CRM Metrics

Press Release Body: Commence Corporation is a leading provider of Customer
Relationship Management solutions. The company's products are designed to provide
growing businesses with flexible solutions that leverage the Web to offer an
integrated platform for managing sales execution and customer service. Commence
supports several thousand customers through a worldwide distribution network, with
outlets in North and South America, Europe and Asia.


Many small and mid-sized businesses (SMB) have taken notice of Commence Corporation
(www.commence.com), a provider of on-premise and hosted web-based solutions designed
specifically for this businesses sector. The company is gaining momentum and
marketshare with Commence On-Demand, a suite of CRM (customer relationship
management) applications that is deployed as software as a service (SaaS). In the
current issue of DestinationCRM, manufacturing journalist Thomas R. Cutler profiles
"Why Manufacturers Avoid CRM Metrics."

Years of lean manufacturing continued process improvement have resulted in behavior
to maximize productivity and performance except in the most important business
function....customer relationship management. Some technology solutions providers
are attempting to change this discouraging trend. \"The main point is that
traditional one-stop-shopping CRM solutions are not designed to meet the needs of
manufacturers,\" according to Larry Caretsky, chief executive officer of Commence
Corporation, which specializes in CRM for manufacturers. \"Distribution management
who simply run out and buy a CRM solution without proper planning for change
management almost always fail. These guys plan for a year to purchase and implement
their ERP system, but CRM is treated as a commodity desktop application that you
simply install and use. We believe CRM software coupled with years of experience in
the sector is a critical differentiation. Even the ERP guys who claim to have CRM,
often have no track record for successful implementation, use, and customer ROI.\"

In an effort to help industrial manufacturers sell more, more effectively, Caretsky
details more than forty smart practices in industrial selling, culled from
interviews with leading executives within high-growth companies, and building on a
comprehensive review of published perspectives on smart industrial selling.

Information technology investments of sales departments are often wasted due to
failed implementations. The keys to successful industrial selling can be enhanced
with proper application of technology. \"Based on extensive experience, the only path
to success is to first develop consistent marketing and sales processes, then
utilize these processes in a disciplined manner reinforced by dynamic training and
carried forward through effective coaching,\" according to Caretsky.

initiatives, by whatever name, are critical to the promise of lean operations.

In the world of continued process improvement, lost sales opportunities, unhappy
current customers, wasted marketing dollars due to poor CRM utilization, should
capture the attention of senior management. Sadly when manufacturers focus merely on
turnaround times, too many other elements of customer satisfaction and sales
opportunities are quickly lost.

Enforcing technology consistency and continuity appears to create significant
reluctance on the part of manufacturers and senior management. With a disparate
staff around the country and globe, the attitude of \"every person has a unique way
of managing clients,\" neither serves the customer nor the company. Without
consistent, measurable, and accountable CRM there is increased inefficiency and
waste...the antithesis of lean. Six Sigma\'s motto of \'it must be measured to exist,\'
would suggest small manufacturers\' sales departments do not exist because they are
not being measured.



Commence Corporation
www.commence.com
Larry Caretsky
Marketing@commence.com
1-877-Commence



Web Site: http://www.commence.com

Contact Details: Commence Corporation
200 Tornillo Way
Suite 200
Tinton Falls, NJ