With the latest “Facebook relationship status” categories(February 2011) and the Government decision today that it will no longer defend the Marriage Act or DOMA (Defense of Marriage Act) B2B marketing thought is truly at a cross-roads. Because ever since Dwyer,Schurr and Oh’s 1987 article on relationship marketing, the customer funnel has been seen as B2B partners proceeding through the following relationship phases viz. 1) Awareness 2) Exploration 3) Expansion 4) Commitment. The parallel logic is based on the sociology of the traditional marriage starting with exploring possible mates,dating, engagement and marriage.CRM systems speak to this kind of linear view and to some extent SRM systems also take such a perspective.
[Note: This post from February 23, 2011 was updated for formatting issues on May 22, 2021]
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