Trade Shows/Conferences

For those who have the time, trade shows and conferences can be an excellent way to find out more about CRM automation. Speakers with expertise in this field can provide useful information. Also, trade shows and conferences often have a vendor exhibition attached to the show or conference, where you can view CRM software.

To decide which trade show or conference you should attend, we recommend asking the vendors. Many vendors will provide trade show or conference brochures along with free passes to the exhibition. Among the most prominent trade shows pertaining to CRM are the CRM Conference and Exposition put on by DCI (DCI is headquartered in Andover, MA, 978-470-3870, www.dci.com), and several local events put on by chapters of Sales & Marketing Executives (SMEI). The American Marketing Association also has conferences where sales and marketing automation is a regular topic. More information on dates and locations of the trade shows can be obtained by searching the Web.

Attending a CRM conference can provide you with a wealth of knowledge about industry trends, vendors, and products. In addition, these shows typically offer excellent seminars conducted by leading experts who can help direct you in your CRM quest. But because there's much information available and you have only a few days to take it all in, you need to prepare a game plan. Here are some guidelines:

Assess the show— Start by learning what the show has to offer. Ask the conference promoter to send a show guide with information on the technical seminars and special presentations, as well as an exhibitor listing and exhibition hall floor plan. Study the brochure and use it to schedule your activities. To avoid any scheduling conflicts, be sure to list the seminars you want to attend, including date, time, and room number. Once you get to the show, prepare a list of potential vendors to visit.

Determine your goals— To ensure that all of your company's CRM issues are addressed, make a list of goals you want to accomplish at the conference. If you're the only person from your company attending the show, ask colleagues for their input.

Develop a specific plan for seeking expert advice— Plan to meet with seminar speakers. Be prepared with a list of questions about your project and issues that you want addressed. Set up a time to meet with experts when they have more time to discuss your project. If that isn't an option, keep a list in hand and talk to important speakers immediately following the seminar. Speakers are interested in furthering the industry and helping CRM projects succeed—so don't be shy.

Research show exhibitors— Use the Web to gain preliminary information about a company's niche, products, and customers. If you need more in-depth information, talk to a representative. You'll save valuable time at the show by focusing only on those companies capable of matching your project's technical and business requirements. Be sure to take advantage of all these vendors being located in the same place by arranging a demonstration of each promising CRM software package.

Talk to the show promoter— Conference promoters can usually provide additional tips and information to help take the stress out of attending an out-of-town conference. For instance, many provide shuttle bus service to and from the conference center through selected hotels. Also, ask about hotel and airfare discounts that might be available.

Remember: Attending a conference is an investment in time, as well as money. By devising a strategy before embarking on your journey, you'll get more value out of the price of attendance.