Title Page -- Copyright Page -- Table of Contents -- Introduction -- About This Book -- Icons Used in This Book -- Where to Go from Here -- Part 1 Laying the CRM Foundation -- Chapter 1 Embarking on Your Journey to Complete CRM -- Bringing the R in CRM to the Forefront -- Extending CRM to Your Entire Business -- Knowing the Buzzwords -- Content marketing -- Personalized content -- Conversion -- Data-driven -- Big data -- Segmentation -- Buyer persona -- Inbound marketing -- Customer lifecycle/journey -- Sales pipeline/funnel -- Opportunities -- Using Strategies and Tactics -- Coming up with effective strategies -- Using effective tactics -- Measuring "effective" -- Finding Your Success with Complete CRM -- Growth -- Revenue -- Profit -- Efficiency -- Lifestyle -- Chapter 2 Gearing Up Internally for CRM -- Overcoming Resistance to Change -- Preparing for "not invented here" resistance -- Confronting the ghosts of failed initiatives -- Overcoming the fear of accountability -- Conducting internal research -- Identifying formal and informal leaders -- Selling Complete CRM to every level of your organization -- Encouraging and Facilitating Innovation and Collaboration -- Taking a balanced, structured approach to innovation -- Identifying resources that contribute to innovation -- Measuring the impact of innovation -- Facilitating collaborative brainstorming for your CRM -- Creating a Consistent and Effective Brand Communication Strategy -- Sending electronic communication -- Distributing printed material -- Posting and engaging on social media -- Working with the Gatekeepers in IT -- Securing your data -- Controlling access to data -- Controlling access to your CRM software -- Adopting a Data-Driven Mindset -- Making decisions quantitatively versus qualitatively -- Leveraging predictive analytics -- Applying Your Culture to CRM -- Thinking like CRM
