Todd, from Sales and Marketing, took the following pics during last Wednesday's trek down to Cubespace (in Portland, Oregon) where I presented 'The Art of Ware-as-a-Service' to the XP user group.

We unfortunately learned that Cubespace is in dire straits, but an initiative is underway here to help them keep going.

The presentation could not have been more timely given the circumstances. Many gifted Portland entrepreneurs are laying low under the premise that venture capital will somehow rebound; but reality could not be any further from this illusion.

SaaS business models allow software developers to launch companies now with almost no capital. Sure, the economy will rebound, but it's not likely to be in tech. Software is pervasive and is used in all aspects of the economy today and there are literally thousands of opportunities available in the long tail.

If you have a passion for developing software, then platforms like EC2 and Force.com are available to build companies that can quickly scale to $1M-$5M per year. This is markedly less than the $100M VC's are looking for, but those opportunities are few and far between. Better to spend your time pitching to potential customers than VCs.

Maybe the term "start-up" carries too many overly ambitious connotations to be used anymore. Not sure what to call it, but the time is definitely right for lot's of small software companies to emerge in the cloud, and Portland has the talent to be at the forefront of this effort.

Reminder: I'll be presenting at this month's XPDX Users Group meeting. Looks like I may be competing with the American Idol final, so be sure to program your Tivo or just enjoy the presentation slides below

What: The Art of Ware-as-a-Service
Who: Mike Leach Founder/CEO Cubic Compass
Where: Cube Space
622 SE Grand Ave
Portland, OR 97214

http://cubespacepdx.com/directions
When: Wednesday, May 20th, 2009 6:30PM Gathering. Talk starts at 7PM

Description:
The first wave of Agile software development challenged "waterfall" project management methodologies and traditional Quality Assurance. The next wave of Agile challenges on-premise software through what is known as Software-as-a-Service (or SaaS)

Using Sun Tzu's timeless classic "The Art of War" as a framework, Founder/CEO of Cubic Compass, Mike Leach, presents principles and practices for creating and leading an Agile SaaS organization that challenges the status quo of software development and delivery.

Dialogue Script now supports CAPTCHA. One line of code on any web form will now prevent bots from submitting bogus forms.

Great for Salesforce web to lead forms, event registration, or any other publicly accessible web form.

Wiki article is here. Example video below.

Web development is at an interesting inflection point. Hosting applications in "the cloud" is gaining momentum, but the tools used to develop and customize these applications are still dependent on traditional Integrated Development Environments (IDE), like Visual Studio .NET, Eclipse, Adobe CS4, and Dreamweaver.

So what is cloud development? First, it's important to distinguish between developing "for" the cloud and developing "in" the cloud. When developing "for" the cloud, you are creating easily accessible applications with the intent of letting end users customize the "last mile". When developing "in" the cloud, you have the agility and mobility to modify an application from anywhere in the world, at anytime, using (almost) any device.

There is a "roaming" quality to cloud development. Cloud development tools become just another application, like Google mail/calendar, that are accessible from anywhere.

There is also a disruptive quality to cloud development. Everyone is now a "programmer" in the 21st century. Whether it's programming a DVR, iPhone, or building a MySpace page; everyone has a new found creative capacity and means to develop in the cloud. This is the natural progression of technology (it's important to note that Developers in the 90's opposed "Visual" development tools because they put distance between the programmer and the actual low-level code.)

Cloud programming languages must carry forward traditional traits; such as function, target, construction, and expressive power; but also be accessible by the masses.

Some common characteristics of cloud development include:

• Emphasis on declarative configuration over customization
• Inline browser editing
• Dynamically typed
• Interpretive
• Custom event declarations
• Stream management
• Mobile accessibility
  

April 1, 2009

Cubic Compass today announced today the release of a new ground breaking technology for creating and managing interactive websites. Dubbed "Neural-Interactive Content Creation", or NIC², this patent-pending technology allows content creators to interact with an i-Dialogue Content Management System (CMS) via a neurological interface that instantly converts thought patterns into web content, dialogue script, and workflow rules.

"The pace of change in today's environment is just too fast for simple tactile interaction with a web CMS", said Cubic Compass Founder Mike Leach. "Today's websites and portals must respond at the speed of thought".

Beta test user Samuel Anders (pictured below) successfully utilized NIC² technology to provision, develop, and launch a fully functional website and customer portal in 17 seconds. "I consider myself a 'power user' of technology, so I was eager to plug-in to NIC² and translate my ideas into a working solution. The results were simply amazing."

The following tasks are just a small example of what can be accomplished in milliseconds using NIC²:

• Provision new landing pages
• Change passwords
• Grant permissions to portal users
• Publish a press release
• Add/modify workflow rules
• Update style sheet
  

NIC² is licensed per user and requires a lengthy pre-qualification questionnaire and note from a Doctor before use.

(Actual results may not be identical to those experienced by Mr Anders. NIC² is not FDA approved and is currently not legal in many countries. Please contact sales for more information)

Publishing web forms to your portal or website using Salesforce Page Layouts is definitely in my Top 10 i-Dialogue features list.

And now with the new Page Layout designer made available in Salesforce Winter '09, I find myself regularly encouraging customers to design and manage their i-Dialogue web forms in Salesforce.

Here's a short video (duration 3:50 ) that provides an update on some new features in the Dialogue Script PageLayout control that make Salesforce and i-Dialogue a fantastic combination for managing web applications.

Interested in an online eCommerce solution integrated with Salesforce CRM? If "yes", then there's a lot we'd like to learn about your organization and requirements.

This solution map is a first step towards converting a multi-week information gathering process into a multi-day process with the aid of an online questionnaire and solution configuration utility.

It's ironic how customer portals are deployed on the premise of providing "self-service" and "call deflection", but when poorly implemented, portals actually result in a net increase in administrative responsibility.

Portal administration time wasters:

• Granting access to portal
• Resetting passwords
  

Here are some general rules that ensure customers really are getting self-service to the information they need and reducing the time you spend managing the online relationship.

Rule of Least Privilege
All Leads and Contacts should automatically be members of the portal without any manual intervention. They are granted minimal privileges on the website by default. Granting access to more features requires changing a "role" or "rule" on the profile or account record.



Consistent Online Account
A customers online identity should remain consistent throughout the entire customer lifecycle. Once a lead self-identifies on a website and creates an account, that account/password must never change as a result of some front or back-office change, such a CRM Lead-to-Contact conversion or ERP account creation.

Single Sign On
Similar to being consistent with a single account, single-sign-on (or "SSO") ensures customers have access to "all" online applications and features using a single account.

Password Recovery Options
Most portal related support calls are related to password recovery, or inability to access the portal.

Anytime a password is being requested to access a portal, customers must have immediate access to their password recovery options. The password recovery process should *immediately* send an email to the requested account with instructions on how to reset or recover their password.

A link to online help on the signon page is also a great preventative measure.


As a fallback, a password reset button should be made available in the CRM system. The "reset and email" workflow should be contained in a single dialog box for the portal admin or CSR.

Portal Activation Invitations
When rule of least privilege is automatically granted to all Leads and Contacts in a CRM system, it becomes necessary to allow customers to activate their account and establish their password online.

A "welcome" page template is made available that allows customers to enter their email address and progress through a simple 2 step process to set their password before accessing the portal.

The welcome page should prevent subsequent activation attempts by already activated users.

Implementing the measures above has proven to dramatically reduce the administrative overhead of managing a portal and increasing customer satisfaction when using online portal services.

Our best portal solutions emerge when our interests align with our customers. Such is the case with our Quote to Cash (Q2C) process, which we not only use for our own business, but plan to offer as an AppExchange application. After all, what better demonstration can any company give than how they use their software to run their own business?

At it's most simplest, the Q2C process is as follows:

1. Lead is generated and entered into Salesforce
2. Lead is converted to Opportunity
3. Product Line items are added to Opportunity in response to customer needs
4. A link to an online quote/service order is sent to the customer for review
5. The customer provides feedback on quote
6. Finally, the customer purchases online. Opportunity is updated as Closed-Won


You'll notice that step 4 provides a link to quote "slash" order form. Traditionally, "quotes" and "orders" are two separate entities. For an optimized online Q2C process, these are one and the same (just be sure to add some standard expiration verbiage to the quote template).

So, there are clearly some significant benefits to this process. But what are some drawbacks?

1) Change history. By default, if your Sales rep goes through 2-3 iterations with a customer and generates several quotes, you'll lose the change history. The workaround is to enable history tracking in Salesforce on the Opportunity record. An audit trail will exist, but you'll need to reconcile change events with dates to determine exactly what the customer saw on a particular date. Because this need to audit quote history only happens 1% of the time in our process, this trade-off is acceptable. Sales reps optionally have the ability to PDF print a quote at any time.

2) Contract signature. There is an implicit step 5.5 in the process above for getting the customers signature for certain types of agreements. We use our own i-Dialogue HTML to PDF converter for taking a snapshot of the online quote then send it out for signature via EchoSign. But some opportunities where an agreement is already in place, such as site upgrades, it is sufficient to include legal verbiage in step 6 that says "you agree to the terms and conditions available here". The onus is then on the customer to print the agreement for future reference.

3) Online payment processing. We're happy using our own Pay Pal cloud connector in step 6 for accepting online payments and automatically updating the corresponding Opportunity, but we work with several clients that must use particular payment gateways for compliance reasons. It's not difficult to plug this process into any payment gateway, but extra effort is required.

This process is kept simple by design in order to enable re-purposing the solution as an AppExchange application. We could, for example, use a custom Quote object to address the change history issue, or correlate Quotes with Campaigns for influence reports; but this can quickly lead to dual maintenance of records, plus we can't assume all Salesforce customers will have access to these features.

This Q2C process is nearly identical to the online donation process for non-profits, which I'll describe in upcoming weeks. Stay tuned and "happy quoting"!

... is to invent it (to borrow from an Alan Kay quote)

Given that my 2007 and 2008 predictions were too dependent on other people or organizations (don't follow those links. It was painful enough for me to re-read them ), I'm taking a different approach this year and simply "predicting" what's going to happen in 2009 based on variables within our control.

"Year of the Cloud"
I like to think small businesses are a leading indicator of the broader economy, and if that's the case, then 2009 will be a strong year for cloud computing as small businesses move to both produce and consume cloud based services. Future Fortune 500 companies will start in 2009 with SaaS and cloud computing baked into their DNA.

"CRM 2.0 = Community Relationship Management"
"Web 2.0" features, such as democratization, user-generated content, tagging, and rating will find their way into B2B portals and websites. "Social networking" will be a feature of web content management systems, instead of a silo application.

Customers will increasingly want go online and manage the relationship with their suppliers/vendors through their portals.

The job title of "Community Manager" will become common. They'll need tools like the Community Graph to gauge customer demands and needs.

"Browser Is the New IDE"
Web development will increasingly be done with lighter weight tools, such as Firefox and FireBug, allowing for a completely browser-based integrated development environment. Developers will have the agility to access and modify their applications from anywhere in the world using netbooks.

Websites will no longer be seen as being discrete deliverable projects. Instead, websites will become fluid entities that morph and adapt to the clients and organization's needs. The browser IDE will enable this agility.

Visual Studio .NET and Eclipse will remain powerful, essential, yet "old school" tools. The inherent conflict of interest between SaaS and traditional IDE's will result in more browser IDE adoption.

"Useful Metrics"
Online solutions will break away from the legacy of "Business Intelligence" and "Marketing Analytics" and provide real-time metrics that are pragmatic, useful, and actionable.

"Gaming As A Metaphor"
CRM and call center workers will adopt line of business applications much more readily if the user experience is aligned with video game design elements. Responsive, real-time, and graphical UI's will be favored over forms-based applications.

Employees will prefer to "interact" with their customers online in much the same way they interact online in PVP games. Learning curves will be reduced and adoption will increase.

Company goals and missions can be more easily visualized and real-time feedback provided through rich game-like interfaces.

"Collaborative Development"
An extension of the IDE will give web developers direct access to an online repository of pre-built scripts and cloud connectors, from Google Charts and Maps, to Salesforce web to lead forms, and StrikeIron tax services.

Principles of open source and Creative Commons will encourage this "remix" and mash-up of web services to produce new and unique solutions.

"Dynamic Languages"
More than half of all new web development projects will choose to use a dynamic languages, such as Python, Ruby, PHP, or Perl. Browser-based IDEs will accelerate this adoption. Javascript and JQuery will become essential tools for building responsive and interactive web applications.

"Domain Specific Languages (DSL)"
New languages will continue to emerge that are suited for specific tasks and domains. Our own language, Dialogue, will enable web developers and business users to think abstractly about their website/portal/community and easily interact with their online constituents.

"Amazon EC2 Will Rock"
The ease of provisioning an operating system and storage through Amazon and paying for resources based on usage will make EC2 the status quo platform for cloud developers.

"3rd Party Google Apps Get Serious"
Google Apps are at the threshold of being adopted by several organizations, large and small. The only obstacle being industry specific configuration, monitoring, and auditing. 3rd party partner apps will start to move in to help verticalize Google Apps and replace existing email/calendar productivity applications.

A core tenet of i-Dialogue 9 is that all website entities inherit the following social interfaces and behaviors:

• Comment
• Rating
• Tag

Objects integrated with other systems, such as Salesforce.com, automatically inherit these social extensions.

Once a community becomes active on a website, how does this information become actionable for a Product or Marketing Manager? How do you visualize a plethora of comments, ratings, and tags on a website? i-Dialogue 9 solves this problem by providing a graphical analytics application for visualizing the online community.

The community graph is interactive and supports high-level visualization of the community and the ability to zoom in on any entity. Graph nodes are color coded to indicate increased activity or negative ratings.

Graph nodes may be modified or removed (for community moderation).

Graph nodes may be ordered by time (most recent at top), rating (highest rated top to bottom), comments (most commented at top) or tags (most tagged at top).

Internal employees may assign a Task to any entity for follow-up.

Default Social Entities:

• Knowledge Base Article
• Trouble Ticket (aka Case or Issue)
• Discussion Forum / Topics / Post
• Document
• Article (Blog or Webpage)
• User
• Chat

Alerts:
Any user may initiate a 'Watch' anywhere within the object graph hierarchy. A watch results in email notification when any child entity is updated.

Product Roadmap Notes
Technology: Silverlight
Anticipated Release Date(s)
Social entity behaviors= Winter 2009
Community Graph=Spring 2009

Recent articles and events have been making waves about the integration of CRM and social networking. I personally don't see the "sales mining" approach being a very good idea. In fact, it could outright backfire.

So how does an organization effectively leverage social networking? The answer is.... (drum roll please... are you ready?) ... "socialize".

5 things you can do right now

1) Read the ClueTrain Manifesto
It all started with this. "Markets are conversations".

If your corporate culture is not conducive to a majority of the 95 ClueTrain Theses (it's not entirely palatable), then social networking may not be a good fit. But it could also indicate your organization is on a path to extinction.

2) Own your brand
If a company is going to get into social networking, then ideally several employees will belong to that network. However, if it's possible to register your organization's name as a username, go ahead and reserve that account (or someone else will).

3) Be Informative
Break news for your company on social networks. Keep micro-messages informative by always linking to relevant pages and articles.

If people ask questions, point them in the right direction (don't respond if you don't have an answer).

4) Be Personal
You'll very quickly figure out that http://twitter.com/dlog is just me, tweeting on-behalf-of our service. Most days, I'm sharing links relevant to our service or industry. But if my dog dies and I'm having a bad day, I may share that too.

Upload a personal picture, even though you're representing a branded profile.

5) Manage Your Twitter SNR
Potential followers only have your last 20 tweets as a basis for your signal-to-noise ratio (Twitter SNR), so you need a reasonable balance of information-to-socializing.

I find myself intrigued lately with the possibility of using OpenID in B2B marketing campaigns and portals.

The idea is simple. Let your customers/partners use their existing Google, Yahoo!, Facebook, or AOL account to login to your website.

For a consumer website, this is a no-brainer. I would not be surprised if I could click on a Yahoo! banner ad and log into a sponsors website using my Yahoo! username.

But does this necessarily apply to a B2B website? I'm sure Marketers managing a complex sales process will continue to want to own the relationship end-to-end and collect as much information as possible upfront. But if a Marketer is willing to collect a minimum amount of information upfront and invest in cultivating the lead to incrementally collect more information over time, then this might work.

Less complex sales cycles might actually have quite a bit to gain by letting leads self-identify with an existing identity, given they're "in the hunt" and scanning 5+ competing site at one time. The site offering the path of least resistance is most likely to win.

RPX has a freemium service that supports OpenID (RPX is also an Oregon-bred company, so it must be good ). I'm going to experiment with the free version of this service and play with integrating it with i-Dialogue membership management (and by proxy, CRM Lead/Contact management). 

So what do you think? Would you support OpenID on your website? Why or why not?

(With respect to Aerosmith)

Amazon just announced CloudFront; an Akamai-like service for hosting web resources closer to end-consumers of websites and portals.

How can CloudFront improve my i-Dialogue hosted solution?
i-Dialogue solutions are hosted in Plano, Texas and the Pacific NorthWest. When a visitor to your site in Europe requests a web page or document, that file must travel half-way around the world to the requesters browser (where it is typically cached for future requests).

CloudFront allows commonly accessed files, such as images, cascading style sheets, and javascript libraries, to be hosted and cached at various locations around the world to minimize the distance travelled to serve these resources.

How do I get started?
This service is currently in beta. We will initially pass through Amazon's CloudFront subscription costs directly to subscribers (setup and configuration fees may apply). Contact info@cubiccompass.com to learn more and get started.

How does CloudFront impact the content publishing process?
We are still researching how CloudFront impacts a typical content publishing workflow and what extra steps will be required by content publishers.

The long term goal is to manage CloudFront as a black box and any files/images copied to a specified folder on the i-Dialogue CMS are immediately replicated to CloudFront.

Dynamic pages will still be hosted on i-Dialogue and real-time data will still be retrieved from their content source (such as Salesforce, Google, or Microsoft services).

Where are the edge network locations?
Here's the info from Amazon's website on available network locations:

The Amazon CloudFront Network

To deliver content to end users with lower latency, Amazon CloudFront uses a network of edge locations world-wide. Amazon CloudFront uses the following edge locations:

United States

• Ashburn, VA 
  
• Dallas/Fort Worth, TX
  
• Los Angeles, CA
  
• Miami, FL
  
• Newark, NJ
  
• Palo Alto, CA
  
• Seattle, WA
  
• St. Louis, MO
  

Europe

• Amsterdam
  
• Dublin
  
• Frankfurt
  
• London
  

Asia

• Hong Kong
  
• Tokyo

In times of economic pressure, web developers commonly take one of 2 paths.

Option a) Recede with the recession and fall back on known technologies and solutions (such as open source CMS's, databases, HTML, Javascript). (ie "Play it safe" or "ride it out")
Option b) Make progress, learn new skills, and invest in the next wave of technology.

Unfortunately, the majority of Developers chose option A, not realizing how diluted their skills become by competing with a global marketplace taking the same strategy.

Those investing in new skills during a recession are best positioned to capitalize on the inevitable next wave.

A recent Forrester Research article highlights the oncoming commoditization of Enterprise 2.0 applications and foreshadows the need for developers to leverage services outside their organization. Web developers must start adding value to their organizations by looking beyond the capabilities of a single CMS or portal.  We live in a service oriented world and horizontal integration with other services on the web is often times only a cut-n-paste away.

So what will be the next $100K+ salaried position in Web Development? "Mashup Developer" may be a contrived and temporary term, but it correctly communicates in spirit where the market is going and what skills will be in demand.

Web developers need to work in cross functional teams across all business lines and enable online communication between customers, partners, and employees using a multi-dimensional Internet navigation framework, so to speak (ok... shameless plug for the origin of "Cubic Compass" ).

Cubic Compass developers that are investing in mashups involving "Google/Salesforce/StrikeIron/Amazon/OpenID" will emerge as the next CTO's and CIO's when the economy rebounds by chosing "option B" and investing in new skills.

Some recommended next steps for capitalizing on this opportunity:

• Understand Open ID
• Learn Dialogue Script
• Learn a new language, such as Python
  
• Apply your Python skills at Google Apps Engine
  
• Get a Salesforce Developer account
• Create an Amazon Web Services account
  

Well, we're just about 24 hours away from kicking off Dreamforce 08. This will be my 4th Dreamforce (tire kicker/user in '05, presenter/sForce hero in '06, sponsor '07, sponsor '08).

I'm sure the blogosphere and tweets will be on fire throughout the week, but I'll do my best to post the latest here.

Some key areas I'll be focusing on:

• Campaign Influence reports. Making Salesforce Campaigns the primary hub for managing internet campaigns and automatically updating responses from multiple channels
• Advanced reporting. Several of our clients are sitting on tons of web event information and the reporting/mining inquiries are getting increasingly complex. Hoping to learn some new tricks in this area
• MetaData API. Ability to provision i-Dialogue more quickly. Reduce repeated manual configuration of adding custom objects/fields.
• Google API. In particular, exporting our web events to Google Spreadsheets and using Google Charting and Visualization tools

Please come up to booth #211 and introduce yourself. Bryce Hamrick, our Implementation Services Project Manager, and I are looking forward to meeting you!

Congratulations to this years Navigator Award winners! There were so many to choose from and we ended up adding a couple extra categories to showcase some truly magnificant i-Dialogue solutions.

PORTLAND, OR (October 27, 2008)   

Cubic Compass Announces 2008 Navigator Awards

Cubic Compass, a provider of on-demand web content management solutions, today announced the recipients of the 2008 Navigator Awards. Navigator Awards recognize organizations who have made significant contributions to enabling one-to-one online "dialogues" with their customers, partners, or employees through the use of CRM and the i-Dialogue Web Suite.

Best Overall Solution
www.LeftHandNetworks.com

LeftHand Networks (LHN) utilizes the i-Dialogue Web Suite for their main website, partner portal, customer portal, and product discussion forums. The portal staging and high-availability capabilities of i-Dialogue Unlimited Edition are employed to apply a disciplined multi-stage content publishing process that ensures the right information is available to the right person at the right time.

As an early adopter of Salesforce, LHN defined all facets of their business using custom objects in Salesforce and needed a highly customizable CMS to leverage their existing CRM investment. LHN's internal staff used the i-Dialogue API to develop a variety of online web applications, such as event management, license management, product pricelists and quoting, and a site-wide search engine.

LeftHand Networks was acquired by Hewlett Packard in October 2008 for $360M and continues to be recognized as an industry leading provider of iSCSI SAN solutions. 

---

Best Web Design
www.ConfigureSoft.com

ConfigureSoft makes use of rich multimedia and informational collateral to provide an interactive and personalized experience for their Customers and Partners.

Other online features deployed by ConfigureSoft include webinar event registration, discussion forums, partner portal, and customer portal.

---

Best B2B Portal
portal.iGrafx.com

iGrafx manages the entire customer life-cycle using i-Dialogue; from demand generation and lead cultivation to providing an online eStore and customer support forums.

iGrafx automates the lead cultivation process by providing self-service to case studies, user guides, and product downloads then follows up with automated emails using i-Dialogue drip email marketing. All online interactions and downloads are captured in Salesforce and used by Marketing and Sales to gauge customers interest in online resources.

---

Best Partner Portal
Planar

Planar has grown in recent years through the acquisition of new businesses. Planar deployed a partner portal for their digital signage business unit in 2007 and continues to expand their channel marketing efforts in 2008 by deploying partner portals for their home theater and control room business units.

i-Dialogue Premier Edition allows Planar to deploy multiple, uniquely branded partner portals that provide channel partners with 24/7 access to product marketing materials, news, events, software updates, and training resources.

Planar IT staff were early adopters of Dialogue Script and leveraged their in-house web development skills to create a dynamic and well organized online experience.

---

Best Non-Profit Portal
www.RISENetwork.org

RISE - Resources for Indispensable Schools and Educators

RISE is a national nonprofit organization that helps K-12 public schools in low-income communities attract and retain experienced, talented teachers so all students can achieve at high levels.  www.RISENetwork.org facilitates online dialogues between Teachers and Schools using i-Dialogue and Salesforce to manage contact identities, applications, and workflow processes.

Online features include application management and screening, Job Search, Application Search, Google maps, Survey response metrics, teacher-school communications, and Job/Teacher interest level tagging.

---

Best Consumer Web Solution
my.ColoradoPlasticSurgery.com

Like most small business and practice managers, Dr. Nick Slenkovich of the Colorado Plastic Surgery Center, was inundated with solicitations from pay per click and referral networks promising new Leads. Most referral partners provided information on how many leads were referred, but Dr Slenkovich required more insight into what kinds of Leads and Opportunities were produced from each referral source.
 
By using Salesforce Pro Edition with Campaigns integrated with i-Dialogue, Dr. Slenkovich deployed an intelligent landing page management solution and created unique tracking codes for all referral partners that resulted in detailed campaign influence reports in Salesforce. Google AdWords, banner ads, and referral partner marketing expenses are all now evaluated by the quality of opportunities they produce instead of the quantity of Leads.

Jakob Nielson posted an interesting article on Transactional Email and Confirmation Messages.

In a Salesforce CRM context, this basically boils down to the subject and message contained within Web-to-Lead and Web-to-Case email auto-responders.

On the Lead side, I recommend a series of informative emails, aka an email drip campaign, that are conversational and informative in nature (even though Jacob advises against message sequences in an order shipping scenario, they are very effective when applied to Lead cultivation).

The email should appear as if it were sent from an actual person and not an automated response.

Example:

Subject: Follow-Up To Your Case Study Download
Hello {!Lead.FirstName},

Thank you for your interest in [product/service/organization]. I thought you may also be interested in the following resources:

• Link 1
• Link 2
• Link 3

Please feel free to reply to this email with any questions.


Regards,

Personalized Signature
With complete contact information

---

For Web-to-Case, the best advice is to simply acknowledge receipt and describe what next steps are being taken to resolve the customer issue.

Subject: Support Ticket Received
Hello {!Contact.FirstName},

We received your trouble ticket. A service representative will review your case and respond within X hours.

The following online resources may be useful in resolving your issue.

• Link 1
• Link 2
• Link 3

---

Notice both emails make use of bullets to break up the monotony of raw text and run-on paragraphs.

For case management, these links should also be published directly next to the web-to-case form to encourage self-service to FAQ'a and solutions prior to submitting a case.

Python is here! A couple months ago I mentioned the need for more dynamic language support in SaaS solutions. Last month we announced support for JScript and this month I'm happy to announce support for IronPython in i-Dialogue.

I spent the weekend learning some Python basics and created a simple (and I mean simple) Python demonstration in the i-Dialogue Developers Sandbox. You're welcome to modify this source and experiment on your own.

After years of working with the Salesforce API using statically typed languages; such as C#, Java, and Apex; it is refreshing to re-approach old problems through new eyes. After only a few days of playing with Python, I see now what others have been raving about.

Web developers will really enjoy using Python with Dialogue Script:

• Cleaner code. Easier to read and manage
• No need for thick IDEs. Too often, an IDE like Eclipse or Visual Studio stands between you and the desired solution. Dialogue Script development is 100% browser-based (yes, it even works in Chrome!)
• Agile business rules management. Work side-by-side with business users and apply business rules directly in web pages
• Dynamic typing

Wow... one day I'm recognizing a company for their innovative approach to using rich clients for CRM, and then suddenly they're laying off almost the entire workforce and the CEO/CFO are arrested by the FBI.

Ouch... that's a set back.

There's been a reshuffling of booths at Dreamforce. We're in the same location, but the booth number is now #211 (was 311).

I'm really looking forward to finally placing names with faces, and meeting lots of new people at this event

Last January I shared some thoughts on keeping hosted services up and running 99.9% of the time. eMarketing Websites and portals often do not have the luxury of going down for 3 hours of maintenance (or even 3 minutes), leaving me to often envy the planned maintenance notices I receive from Salesforce when logging in .

As you can see from the daily report below, our monitoring service loves to occasionally tease us with uptime reports hovering at 99.89% uptime.

Some key things we observe and monitor:

• "Downtime" in the report is measured in blocks of 5 minutes, so what may have actually been a 10 second outage gets reported as a 5 minute outage, skewing the actual results.
• Sub-second response time (< 1000 milliseconds), while not contractually in the SLA, is a key metric in determining site performance and customer experience.
• Customers who deploy changes to a staging server first (available in Unlimited Edition) have a much higher likelihood of sustaining 100% uptime day over day.
• Reliance on a good datacenter partner is critical. Our offices are not the most luxurious, but we spare no expense on our datacenter location and services.

Inevitably, some Developers need to apply advanced business and content manipulation rules to web/portal pages that display collections of Salesforce records.

This trick of using Javascript Arrays works very well. The basic components of this pattern are:

• Create a Javascript object that mirrors the Salesforce object and fields to be managed
• Use a Dialogue Script Repeater control to select a collection of records from Salesforce and package them into a client-side Javascript array.
• Render the web page using the Javascript collection of objects.

Very powerful technique. I can foresee the need to extend DScript controls to return results in a format such as JSON, which is already in use in our AJAX library.

You can view a source code example in the Developer Sandbox.

Good web form design consistently accomplishes:

• End User Convenience
• Data Validation

This web-to-contact form in the i-Dialogue Developer's Sandbox looks pretty simple on the surface, but it implements several subtle best practices that often get overlooked.

How to Make Web Forms Convenient

The "First Name" textbox incorporates use of the "HasFocus" attribute to ensure the user does not have to click on the textbox to begin data entry. They simply start typing.

<dlog:TextBox id='FirstNameTxt' FieldName='FirstName' HasFocus="true" />

Tab orders are logically defined so that the end user can progress through the web form without need for selecting each textbox (while a TabOrder attribute is available, default behavior is to simply progress through the form fields top-to-bottom).

Finally, the DScript button control sets the "IsDefault" attribute to "true" to ensure that if the Enter key is hit, the form will automatically submit the form on behalf of clicking the button.

<dlog:Button id='SubmitBtn' Text='Contact Us' IsDefault="true" />

Data Validation

There's a new Wiki article on Page Validation that describes both client-side and server-side validation techniques using Dialogue Script.

Client-side validation is sufficient for most marketing web forms, but portal applications typically must take extra precaution and also validate data entry on the server.

Dialogue Script supports the full array of ASP.NET Data validation controls. Our demo web to lead form uses the RequiredFieldValidator control to prevent the web form from being submitted with an empty Email value.

<asp:RequiredFieldValidator 
        id="valEmailRequired" 
        ControlToValidate="EmailTxt" 
        Display="dynamic">* Email Required
</asp:RequiredFieldValidator>

The RegularExpressionValidator control may be used to validate that the email address is well formed (such as requiring "@" and "." symbols in the address).

<asp:RegularExpressionValidator
        id="regEmail"
        ControlToValidate="EmailTxt"
        Text="(Invalid email)"
        ValidationExpression="\w+([-+.']\w+)*@\w+([-.]\w+)*\.\w+([-.]\w+)*" />    

Another side benefit of applying validation to web forms is the prevention of SPAM, which is caused by automated bots that roam the Internet hoping to share links of various V1@gra sites on unsuspecting Blogs.

We're only 45 days away from Dreamforce and the launch of our new platform, code named "Fibonacci".

Some exciting new features we'll be demonstrating:

• "Get It Now" provisioning
• Python script language integration
• Built-in User Experience best practices
• On-demand script sharing with other i-Dialogue Developers

Why code name "Fibonacci"? Perhaps because the new features enable exponential growth? Because good web design makes consistent use of the Golden Ratio? (I don't know really... our previous release was named "Caprica" and you'd have to be a BSG fan to understand that ).

Stop by booth #311 at Dreamforce to check it out!

It's amazing how much ROI (definition:return on investment) can be achieved from the skillful placement of a single web page in the funnel of a campaign.

Elena, WebMaster at Configuresoft, shares this experience with using a piece of CampaignResponder script in an event registration campaign (and only 3 weeks after the feature was released!).

"The campaign was a success. Since the Campaign Response script allowed us to provide customers with a one-click registration (without filling out a form), we received twice the number of registrations than usual (over 350) and had to order an additional dial-in line for the webinar (that's a good thing though). And since I didn't have to mark those registrations manually in SalesForce, it saved me 6-7 hours on just one campaign! This feature is the best thing since sliced bread! Thank you so much!"

That really is a remarkable increase in response through a bit of script. Well done Elena!

I'm assuming she created links in an email campaign in the format:
<a href="http://www.domain.com/event-response.aspx?cid={!Campaign.Id}&lead={!Lead.Id}&status=Attending">Yes, I will attend</a>
<a href="http://www.domain.com/event-response.aspx?cid={!Campaign.Id}&lead={!Lead.Id}&status=NotAttending">No, I cannot attend at this time</a>

You can create links like this using any email application on the AppExchange... it's not specific to i-Dialogue.

Assuming the use of i-Dialogue enterprise edition at $1,195 per month, let's look at a more detailed ROI calculation.

Cost Assumptions:
i-Dialogue Subscription: $1,195 per month
Marketing Effort: $50 hr
4 campaigns per month

Savings:
6-7 hours saved per campaign = $300-$350
4 campaigns per month (saving 24-28 hrs month) = $1,200 - $1,400 savings per month

That return on investment alone covers the cost of an i-Dialogue subscription. But Elena doubled the number of webinar attendees by providing a one-click registration.

If you look at ROI as amortizing the i-Dialogue hosting costs over the number of webinar lead registrations, you get the following:

Webinar Cost Per Lead (Before):
175 attendees per weekly webinar
700 attendees per month
Spread the $1,195 cost out over 700 attendees = $1.70 per attendee.

Webinar Cost Per Lead (After):
350 attendees per webinar
4 webinars per month
1,400 attendees per month

Doubling the number of webinar registrations to 1,400 (meanwhile saving ~25 hours per month), results in a cost per lead of $0.85 per lead and increase in productivity.

That extra 25 hours can go towards creating more webinar content, or creating follow-up email cultivation campaigns to attendees.

Add in PPC, email marketing, and other acquisition costs and this scenario is still well below $5 per lead. Would you spend $5 per lead on marketing automation to sell your product or service?

No matter how you calculate ROI, marketing automation can really pay off when utilized correctly.

Configuresoft's website recently underwent a dramatic change using i-Dialogue CMS. Configuresoft's Enterprise Configuration Management (ECM) solutions help IT professionals to deploy security updates and patches to thousands of PCs from a centralized, intelligent control panel.

Each web page makes effective use of i-Dialogue SEO metatags to ensure a Google search for "Enterprise Configuration Management" correctly displays relevant information as the top search result, while their dynamically generated Google SiteMap keeps Google informed of any changes to the website.

Google custom search and Analytics are tightly integrated into the site.

www.Configuresoft.com serves prospects, new Leads, Customers, and Partners.... all from a single CMS platform integrated with Salesforce CRM.

I really like the use of Flash on the home page with a consistent, easy to use navigation menu. Everything on the website is accessible within one-click.

Probably less obvious is Configuresoft's elaborate use of Dialogue Rules to dynamically present content to end-users based on their role.

Congratulations to Cubic Compass customer LeftHand Networks for surpassing 3,000 customers and their continued 110 percent year-over-year growth.

Their iSCSI SAN line of products plug right into any existing IT infrastructure using commercial off-the-shelf disk storage devices and existing IP networks.

LeftHand Networks iSCSI solutions are playing in key role in the evolution of virtualized server environments.

Initially an adopter of our i-Dialogue Channel Management solution, LeftHand Networks recently deployed their 'www' domain on an i-Dialogue web content management system.

Key solution components:

• Online Membership Management (Accounts / Passwords / Roles)
• Single-Sign-On between portal and www domains
• Salesforce.com CRM Integration
• Online discussion forums
• Channel partner deal registration and opportunity management
• Online product price sheets and quoting
• Document management
• Role-based access to documents and product binaries
• Event tracking and reporting of all document downloads
• Training and event management
• License key management (for activating product licenses)

LeftHand Networks internal IT staff developed several of the custom online applications using the i-Dialogue .NET API.

Apple has been quite successfully at using secrecy to their advantage prior to a product launch. They prefer to build suspense around a new product then let loose with a "Big Bang" announcement and (hopefully) a product that surpasses all expectations.

But their recent launch of MobileMe did not go so well using this strategy. Steve Jobs acknowledged that Apple should have launched MobileMe in beta to a select group, then evolve the product prior to broader distribution.

This "iterative, incremental" approach to launching web services, websites, and SaaS applications is pretty much a universally accepted practice today.

After all, software is "soft". It can be easily crafted, modified, and evolved over time. Software-as-a-Service is arguably even "softer" than traditional software with concepts such as declarative configuration, multi-tenancy, and single code bases becoming the norm.

My personal experience working on several eMarketing and portal projects over the years is that projects that start out overly ambitious and strive to launch with a "Big "Bang" with lots of new functionality are prone to either a) outright fail and be abandoned or b) re-correct themselves, but proceed demoralized.

It's no surprise that our most successful clients and projects are those that started small and evolved their solution over time. The pattern is quite clear. That is why we've designed our subscription levels and services around iterative, incremental development.

Many people talk in terms of "SMB" or "Enterprise" software and make immediate assumptions based on price. We don't see it that way. It's perfectly acceptable for a Fortune 500 company to start with a $195 per month microsite and evolve that solution over time to several redundant/load-balanced servers.

Maybe it's the ego of legacy IT and marketing organizations that persist this notion of "Big Bang" projects. "My new eMarketing platform is $30K per month with 3 full-time consultants" sounds much more powerful than "I'm upgrading my $595 per month microsite to manage all our campaigns once I've established a consistent cost-per-opportunity metric."

Sounds odd coming from me because I don't make more money giving this advice, but I would rather have a satisfied customer start with our $195 month microsite edition and see immediate ROI rather than risk a dissatisfied customer pursuing an overly ambitious goal.

You can have massive scale aspirations and scope. Just make sure the software you're using is "soft" enough to support iterative, incremental development and plan for many small releases along the way to achieve larger goals.

I recently attended a Salesforce webinar on how to use the Google API toolkit and must admit I was very impressed.

The power of moving data from Salesforce into Google docs, coupled with an increased availability of Google visualizations and add-ons to Google spreadsheets, is starting to make Google an extremely viable option as a service based business intelligence and analytics platform.

There are really no technical barriers to integration. The challenge now is provisioning, configuration, and deployment. It was not quite clear to me on what Salesforce recommends as best practice for retrieving, storing, and managing the various types of authentication tokens. Once this challenge is reduced to a "one-click" experience, I think the mash-ups will fly.

The motion chart (below) really impressed me as a possible solution to viewing key marketing metrics over time. I'm writing a paper on customer acquisition costs and had initially assumed use of Salesforce bar charts for reporting, but the chart below looks promising. It's currently using sample data now, but the Salesforce Google API toolkit provides the ability to update the underlying Google spreadsheet with actual data.

 A new rating control has been added to the Dialogue Script library that supports the rating of Salesforce objects through i-Dialogue hosted web pages and portal applications.

I haven't dug too deep into the details, but apparently this control can be provisioned in a variety contexts, such as a Thumbs Up/Down rating control (it's derived from this open source Rating control, so anything that can be achieved through the documented samples is portable to the DScript control).

Customer ratings are typically captured in a junction object that intersects a Person with an Object and records their rating.

For example, here's what an example DocumentRating object might look like in Salesforce for capturing individual ratings of documents.

DocumentRating__c.LeadId__c Lookup (Lead)
DocumentRating__c.ContentId__c    Lookup (Content__c)
DocumentRating__c.Rating__c     Number (1,0)

Unlike other Dialogue Script controls that can be deployed using minimal attributes, this one needs some extra guidance to define the junction object source and related lookup fields.

Let's face it. Any good Web 2.0 strategy (or web 3.0) needs to have a "dynamic language" story to attract serious web developers. Languages such as Ruby, Python, PHP, and Perl are seeing tremendous gains in adoption by Web Developers.

No two organizations are alike when it comes to customizing their online presence and Internet Marketing campaigns, and these dynamically typed languages are increasingly becoming the language of choice as API extensions (see Google App Engine's use of Python).

Now that Dialogue Script is generally available and actively used in production, we've started turning our attention towards how to provide Developers with more programmatic control over the display and processing of web forms and portal applications, similar to how Salesforce employs Apex Controllers in Visual Force.

Our open source C# and ASP.NET API is an extremely powerful option for those familiar with Visual Studio.NET and managing strongly typed, compiled languages. But we wanted to evolve our platform and embrace the latest trend in dynamically typed languages and to go one step further by keeping the entire web development experience service-based (ie through a web browser or rich client).

Fortunately, the Dynamic Language Runtime (DLR) will be made available to us very soon and i-Dialogue Developers will have their choice of several dynamic languages to choose from when embedding rich programming logic into their web forms.

The DLR will give Developers the "glue" necessary to mash-up Google, Salesforce, Microsoft Live, Fedex, and any other web service using a familiar programming environment. The feedback from making changes will be instantaneous (no recompiling, moving files, or unit tests), making programming an instantly gratifying experience.

The DLR extensions to Dialogue Script will drive the innovation of new development process lifecycles and quality control processes that enable globally distributed teams to iteratively and incrementally evolve complex websites, portals, and campaigns using nothing more than a $599 laptop and browser.

The entire i-Dialogue object model will be made available, so DLR scripts can programmatically control all facets of a well rounded Internet Marketing Suite, including Profiles, Pages, Email, and Web Forms.

If you've ever written a VB macro to customize an Excel spreadsheet or Word, then you'll feel right at home with this new extension. This is probably #3 in the priority queue right now, with a couple tremendous new features taking priority right now for delivery by Dreamforce, so I'll keep you posted on it's evolution.

Suffice to say, we'll seek to leverage the DLR out of the box as much as possible with very few proprietary additions, so any O'Reilly book or MSDN article on the topic will be 99% applicable, if you want to get a head start.

This is very much a Beta feature right now, but i-Dialogue now provides an Outbound Message listener for synchronizing Salesforce objects in near real-time.

Outbound Messaging (OM) is an advanced feature and there is potential for circular messaging to occur when this feature is not configured correctly, but following the Wiki article should get most Admins going in the right direction.

The use of outbound messaging vs. periodic ETL polling typically spawns a debate over "real-time vs right-time" integration.

For most organizations, it is often acceptable that a press release, job posting, or new property listing appear on a website within 20-30 minutes of publishing. However, in our 2+ years experience with Salesforce and mid-market B2B customers I have fielded many requests for real-time integration.

Even though Salesforce does not have a formal SLA, the reliability of the web service API lately has allowed us to address many real-time requirements through the use of a "query and cache" design pattern. But there is a noticeable latency for transactional web pages that depend on this design, so we've developed a hybrid approach that involves real-time filter queries that return pre-fetched records as the ideal solution.

Outbound messaging ensures frequently accessed objects are always up to date and are kept synchronized in the background.

Here it is July and I feel like a kid on Christmas knowing that the next release of SmarterStats includes advanced charts and graphs using Silverlight. Very cool!

SmarterStats is one of many applications included with every i-Dialogue subscription.

I found it interesting that Entellium, a CRM software company, is abandoning its browser based CRM application in favor of it's rich client CRM application.

This is one of several recent events that signals (to me) that a larger "Software + Services" (S+S) inflection point is now underway.

Looking at Gen Y office workers as a leading indicator, I'm often amazed at how many actually *prefer* to use rich Windows applications. The browser is just an alternative interface, much like a mobile phone.

eMarketing is a never ending battle and compromise between "reach" vs "rich", with maximum "reach" and lowest common denominator channels winning out, so I don't see this trend significantly impacting the custom interaction front lines. A website and simple HTML emails will always be guaranteed to reach a wide audience.

But I think productivity and development tools will most certainly be revived in a S+S context. Even Salesforce.com, known primarily as a web-based application, has converted me to their S+S development model of using Eclipse (a rich Windows application) to communicate with Salesforce via webservices, and I would expect the deployment of an Adobe Air-based Salesforce application to be announced in the near future to keep them relevant with this trend.

"Multi-client" may become the new buzzword that replaces "multi-tenant" in SaaS circles.

The "Milestones" feature in i-Dialogue CMS can really save your bacon if you ever need to rollback a particular web page to a previous version.

Here's a quick walk-through of this feature (click the "Play" button below to view).

It's been over a year since I took a hard look at offering a hosted i-Dialogue solution for Microsoft CRM. At the time, the Microsoft CRM partner subscription model really wasn't in place (to be fair, the Salesforce Royalty Winter gave partners shivers too ).

But a lot has changed in a year:

• Microsoft launched CRM Online
• Microsoft reached out and gave us a great deal on a MSDN subscription
• Microsoft launched the Service Providers License Program
• The CRM 4.0 API offers a dramatic improvement over previous releases

I continue to be astonished at how many of our Salesforce customers use Microsoft Outlook, and I really see no end in sight for the Exchange beast, so it's worth conceding on this front that any truly effective eMarketing or Sales "dialogue" must integrate well with Outlook... somehow.

More on this later...

Google Charts are the way to go if you want to spice up your i-Dialogue web pages with charts and graphs.

Check out this screencast for a quick demonstration on our new Google Chart integration.

Comments at 10:15 into video about Google platform integration (details to be announced next Monday).

A couple Cubic Compass customers on the US East Coast are seeking Interactive Web Developers to take their i-Dialogue websites/portals to the next level.

These are full-time, onsite positions located in Ft. Lauderdale, Florida and Philadelphia. See details here and here.

In this video, I walk through the creation of a simple "Contact Us" web page that inserts Contacts directly into Salesforce. Contact me at mike@cubiccompass.com if you'd like a more personalized demonstration.

Full screen version here

This video was inspired by a Salesforce.com customer asking how to create a search page similar to Salesforce's Partner Finder using Dialogue Script.

(I apologize for the video cropping....Full screen video here)

Just noticed that Microsoft CRM Online is now officially available. Not sure how personally invested I'll get in learning it. I responded to several Beta trial invitations, but never received an invite (and we're a Microsoft partner?!?).

There is a 30 day trial that you can apply for.

Kudos to Microsoft for changing the name from "Live" CRM to simply "CRM Online" (As Simon Cowell might say "The whole Live brand just seems a bit too cabaret-ish for business software applications" ).

If The Big Switch can be said to represent the centralization of computing resources, then Microsoft's Live Mesh may signal the path towards the big switch back to a decentralized model (albeit with some centrally hosted Microsoft infrastructure).

Some ideas for using Mesh with our CEM platform and Salesforce:

• Real-time notifications when Leads/Contacts enter your website
• Sync and offline access to CRM data and documents across several devices
• Rich development of email campaigns and web page content
• Social networking with employees, partners, and customers

 

Hands on with Live Mesh

Keeping Real Estate websites up to date with the latest property listing information is a challenging task. IDX implementations vary across the industry and provide little support for structured CRM integration. Fortunately, several Multiple Listing Service (MLS) vendors in the US have standardized on a transaction standard called RETS (Real Estate Transaction Standard) for describing real estate properties and listings.

Cubic Compass is excited to announce a RETS/Salesforce integration solution that synchronizes MLS listings with Salesforce in near real-time (AppExchange package). RETS Import Fieldmaps (documentation here) are used to map MLS fields to Salesforce custom objects

The combination of RETS/MLS data and the Force.com platform gives real estate development and sales professionals a single environment to manage the entire real estate sales process, from listing to website publishing, demand generation, scheduled showings, email marketing, contract management, and close.

Lookup relationships to Properties and Listings give Realtors one-click capability to manage a detailed database of Leads/Contacts and their specific interests. Web-to-Lead forms automatically relate Leads to their primary property Listing of interest.

Web Event activity tracking displays which properties and listings customers are viewing on the website. Page views are rolled up on the Listing records for visibility on most viewed listings.

Property history tracking gives Realtors a detailed database of prior listing transactions, long after the MLS hosted listings are gone.

Contact info@cubiccompass.com for more details and a demonstration.

• Product catalog management
• Shopping Cart
• Globalization / Multi-currency
• Localized Taxes
• Discounting
• Membership management
• Secure online payment
• PCI compliance
• Product / service fullfillment
• Financial accounting / Back office integration
• Recurring payments

 

In classic Sun Tzu fashion, Marc Benioff embraces competitor SAP by stating:

"I want to figure out how to get SAP to build on our platform. SAP needs to write its new apps on our platform."

For Microsoft's part, SAP integration came naturally since SAP is used in-house to run the business. The two giants have silently agreed on the mutual win-win opportunity of using Office tools (Excel and Word) to access SAP apps.

Unfortunately, integrated Microsoft-SAP applications have an air of being written for Microsoft by Microsoft.

Is it likely that SAP will develop their new apps on Force.com? Probably not.

Is it likely that SAP customers will (and already do) develop Force.com apps integrated with SAP? Definitely, yes.

In contrast to the "destroy the enemy" strategy employed against Seibel, I think it is a wise path for Salesforce to acknowledge that on-premise enterprise software will be around for years to come and that the "art" of victory against established ERP players will be one that embraces the revenue streams of existing infrastructure and provides a migration path to SaaS/PaaS alternatives.

Our new Director of Sales and Marketing, Jennifer Clark, has really hit the ground running and deployed a fantastic new website for www.CubicCompass.com.

Brian Rhinehart (of www.KineticShadows.com, a local parther) and Joe Garber, our resident Interactive Web Designer/Developer, played key roles in the transformation of our new image.

Some changes in our web site and overall strategy:

* RSS Feed Subscribers should update their feed to this URL. The old Blog RSS feed will continue to redirect for a few more weeks.

* www.i-dialogue.com now redirects to our main corporate website at www.cubiccompass.com. i-Dialogue continues to be the brand of our hosted suite eMarketing and Customer Experience Management solutions.

* i-Dialogue is now available in 4 editions to serve a variety of CEM needs.

Nicholas Carr advises his readers to put their ears to the ground as Microsoft prepares to announce further details about their "computing in the cloud" strategy.

Some facts and observations I've made:

• Ray Ozzie, Bill Gates heir apparent, is a smart guy and has been under the radar for over 2 years working on something (presumably).
• Microsoft has been building, acquiring, and deploying datacenters at an alarming rate. But the utilization math doesn't quite add up. There's a lot of untapped, unused computing power owned by Microsoft.
• In my recent discussions with various Microsoft employees, there is a much more open and humble acknowledgment that they are in the canonical Innovators Dilemma and must branch out into hosted services while still retaining the Windows OS/Office cash cow.

It will be interesting to see how similar this new strategy is to Microsoft's Hailstorm platform, which was announced 7 years ago. Ironically enough, the Architect of Hailstorm, Mark Lukovsky, left Microsoft and joined Google to ultimately implement and fulfill this vision.

Microsoft clearly has the Engineering resources and talent to compete with Google, Yahoo!, and Salesforce.com in Internet delivered services. It makes one wonder what exactly is preventing them from tapping their true potential? 

Per Nicholas' advice, my ear is firmly planted to the ground...

Traditional web design and development are rooted in the concept of a Multi-Page Layout, or MPL. Contemporary web design and content management systems have transitioned towards a Single Page Layout, or SPL.

MPL web sites store their content in individual web pages. Adding more content requires adding additional pages. SPL web sites use a single web page template that derive their content from a database. Salesforce.com makes a great database for managing both content and Leads/site members.

Many organizations gradually wade into developing unique landing pages for Google AdWords or publishing products and services. At first, the MPL approach provides the path to least resistance since initial development and deployment costs are fairly low. The cost of change remains fairly linear at first as each new page is cloned from an existing page and modified to suit the campaigns needs. But over time the cost of change begins to increase. It takes longer to provision new pages and development becomes much slower.

A form of "technical debt" is accrued whereby a developer must eventually externalize common UI elements to server side include (SSI) files, such as headers, logos, navigation, and footers. Even with SSI best practices in place, a developer/programmer still remains in the critical path for each new campaign and the skills required for ongoing maintenance remain high.

SPL templates may take 3-5 times longer to initially implement, but successive pages may be easily provisioned by business users, such as Marketing and Support admins. The time to provision a new page remains linear over time as each new page is defined in a database and immediately available for use in PPC campaigns.

SPL page templates are actually very simple to develop. They may look slightly cryptic when opened in a common web page designer because they contain "merge tags" to be replaced by the database when the page is displayed. The URL typically contains some kind of unique ID to give the page context as to which content to display.

i-Dialogue 8 now supports a new scripting language called Dialogue Script that removes the need for a physical page template. The SPL template can be created directly in a web browser and the merge tags can define any Salesforce object or field.

The Professional Services group at Cubic Compass Software has extensive experience with SPL design and hosting. Contact me for more information. I'd be happy to help.

Which Super Bowl ads made an honest attempt at initiating a two-way dialogue? Here's my scorecard.

The Scorecard

Compelling Call To Action: Did the ad provide a memorable URL and call to action?
Continuity: When I go the URL, is the message in the context of the TV ad?
Fulfillment: Does the website answer my questions or deliver on any promises made?

	Time	Company / Product	URL	Compelling Call to Action	Continuity	Fulfillment	Notes and Comments
	4:33:00	Audi	http://www.truthinengineering.com	B+	A+	C	Talk about pressure. The first super bowl ad after kick-off, and this one delivered really well with a take-off on the Godfather. The web site picks up where the commercial leaves of and highlights what is, in my opinion, one slick looking car. Can't actually configure a new Audi online or order one, so not the highest marks on fulfillment.
	4:45:00	SalesGenie.com	http://www.salesgenie.com/tv	B-	B+	A	The first of a couple peculiar animated commercials from SalesGenie.com that appear to have a theme of "If ethnically diverse business owners in America can get free sales leads, so can you." How many people will ever type in "slash TV" after the domain name? I did, which is why they get above average continuity points for keeping the landing page message relevant to the SuperBowl ad. Very fulfilling. I was able to immediately start taking advantage of my 100 free leads and walked through a target demographic wizard that produced 26K prospects (I chose mid-market manufacturers of electronic equipment for the fun of it)
	4:48:00	Under Armour	http://www.underarmour.com/	C	B	C	The TV ad took too long to get the point, but was visually very stunning and entertaining. The Flash web site is actually very nice and loads extremely fast, but really just plays several ads in a loop.
	4:03:00	GoDaddy	http://www.godaddy.com/	C-	B+	B-	No real surprise here. GoDaddy goes straight for the 18-35 Male demographic and this year uses IndyCar racer Danica Patrick as the "bait". Nothing too revealing here. "Exposed" is more of an ironic description of what actually occurs in the video (the Super Bowl is, afterall, a form of family entertainment). GoDaddy uses a cleverly designed image map of Danica such that if you click on certain hot spots, it takes you to a web conversion form instead of directly to the video.
	5:07:00	Tide	http://www.mytalkingstain.com	A	A	A-	I probably spent more time on this site after the SuperBowl than any other. Humorous ad with a memorable domain name / call to action. You can hover over various shirt stains on the web site to hear them "talk". What is that? It's like a mix of Arabic, French, Italian, and.... well.... if you think you can create a better talking stain, Tide provides the platform ala YouTube to "Be the Stain" and upload a picture of yourself and create a voiceover. Crazy.... but if this takes off, it could be entertaining in an amateurish sort of way. For those inclined, Tide even invites you to film your own stain video and upload/share it.
	5:23:00	Sobe Life Water	http://www.thrillicious.com/	C	B	C-	Probably the most over thought TV ad and Flash based website of the whole lot. I seriously thought it was a Geico commercial for the first 26 seconds until the Sobe brand appeared. The domain name is not very memorable, especially for those that are grammatically challenged (I know it took me a couple attempts to enter the domain name). Once I hit the web site I'm faced with a strange "hide and seek" Flash navigation where I need to move the mouse around and "discover" the navigation links. I'm prompted to "disable my popup blocker" (no, are you kidding?) Sadly, the best material is buried in the site under an "Episodes" section that tells the back story behind the dancing lizards as they prepare their Super Bowl ad video shoot. Very clever elements. There clearly is some genius behind this campaign, but it became a horse designed by committee. No fulfillment here. What is life water? Can I read the label? Does it have any sugar (I don't like water drinks with fructose added)? Where can I try or buy it?..... nada.... no answers on the site.
	6:18:00	Chrysler	http://www.chryslerlistens.com	C	C-	C-	The www.chryslerlistens.com  domain looked like it had potential. A community site perhaps? A viral video site about cars? Unfortunately Chrysler is not actually listening. The domain simply redirects to http://www.chryslerllc.com/  which has links for "Community" and "Blog", but they're actually artificial links to contrived pages that give the illusion of an interactive Web 2.0 site, though the blog does appear to have an open comments section. Overall, disappointing.
	7:03:00	Jack In The Box	http://www.makeajacksandwich.com/	A-	A+	A	This microsite was obviously created specifically for the SuperBowl ad, which employed a tongue-in-cheek double entendre about making a Jack sandwich in a hot tub (of course Jack has his mind on literally making a sandwich). If you get tired of manipulating your uploaded picture with an array of Mr Potato Head accessories, you can click on the Location link to find a location near you. Yeah..... how simple is that? That's the way it's done.
	7:05:00	Sunsilk	http://www.lifecantwait.com/	B	A-	C	A nice attempt at associating a unique domain name with a brand. Both the TV and web ads put Marilyn, Madonna, and Shakira in a new light, but as I am not in the ads target demographic of Females 25-55 (it's a broad reaching ad??), I was compelled to follow up just out of curiosity since they setup a unique URL. I was a little puzzled by the "Feature Coming Soon" on the home page. Guess they didn't have the interactive components in place before the SuperBowl.

The Winners

Based on the scores, Tide and Jack in the Box come out on top. As far as most functional campaign, SalesGenie.com is the most likely to get visitors to self-identify and enable an ongoing dialogue.

Interesting that in such a consumer driven B2C Internet world that a B2B site would have such strong positioning in the Super Bowl.

Dialogue Script (or DScript for short) provides a simple scripting language for developing interactive web pages, forms, and applications integrated with Salesforce.com. In this series of articles, I'll cover some basic scripting concepts to address the most common use cases.

Dialogue Script Articles:

1. Master Views and Lists
2. Details View
3. Web Form

What is a Master View?
"Recent News" is an example of a Master View. It is simply a list of items that are dynamically queried from Salesforce.

Here's an example Dialogue script that displays a top 5 list of the most recent press releases:

<dlog:repeater id="LatestNewsRepeater"
SOQL="SELECT TOP 5 * FROM Content__c WHERE Type__c='Press Release' ORDER BY CreatedDate DESC" runat="server">
<ItemTemplate>
<dlog:HyperLink ID="HeadlineLink" TextFieldName="Headline__c" NavigateURL="~/News.aspx={oid}" runat="Server" /><br/>
</ItemTemplate>
</dlog:repeater>

Example Output: (example links only)
ACME Corp Announces Q1 Financials
Jane Smith Joins ACME as VP of Operations
ABC Sees Record Growth After Using ACME Solution
ACME Announces 2008 Product Roadmap
Wall Street Journal: Inside Look at ACME

This example uses a Repeater control and SOQL Plus to query Salesforce and format the repeating layout of each item in the query result. Dialogue Script supports Salesforce Object Query Language (SOQL) plus adds support for tokens like "TOP", "ORDER BY", and "IN".

You can query any object in Salesforce. Master Views and Lists are a great way to provide customers with high level information and get them started in a general direction. Adding an ORDER BY CreatedDate DESC clause ensures the web page always stays up to date and displays the latest press releases, meaning you never need to update your web site when a new press release is launched. Query results can be cached to improve performance by adding a CachedDurationMinutes attribute to the Repeater.

In the next article, I'll demonstrate how to use Dialogue Script to format the actual Press release page using Salesforce data, plus some bonus script on creating a dynamic Google AdWords landing page.

Happy scripting!!!

I'm still waiting for the big one. That well coordinated campaign that starts with a 30 second commercial during the super bowl that inspires consumers to continue an online dialogue. A campaign that demonstrates true ROI and actually measures the value of a $3M investment.

Last years super bowl left me wanting, but there were some success stories. Some might say GoDaddy owes it's market position exclusively to Super Bowl advertising with a call to action that brings people online (eventually) to have some presence on the Internet super highway.

SalesGenie.com, voted worst ad of last years Super Bowl, drove 25,000 visitors to their site. They'll be back again this year with 3 more ads. Did anyone else notice the timing of Mark Israelsen's departure from Salesforce.com to head up SalesGenie starting February 1st? Looks like he'll hit the ground running.

Here are some dialogue tactics/strategies I'm hoping to see this year that convert a one-way broadcast into a two-way dialogue:

• Easy to remember domain name. Here's the pitch.... go here to learn more. That's the 30 second objective. www.GetItNow.com wants "mid 6 figures" to purchase this domain (Let me know if I can help negotiate this ). What is the value of a short, easy to remember domain if your current URL will result in higher abandonment?
• Relevant Landing Page. You just paid $3M for a 30 second ad. Please make the next step in the dialogue relevant to the upstream message. Don't just drop me on your home page.
• Immediate Gratification. The super bowl is all about entertainment. Keep the online dialogue rolling. Keep it entertaining. An interactive Flash game or video perhaps.
• Keep the First Date Simple. Need to know something about me before fulfilling an offer (such as free 30 day demo)? That's fine. But keep it simple. Why do you need more than an email address and name on our "first date"? I'm not applying for a home loan. Keep the conversion forms short and incrementally ask for more information over time.
• Where in the World Is Carmen Sandiego? Keep me engaged. Continue and evolve the story. The Super Bowl ad is only the beginning. I need to go online to learn the middle..... keep the dialogue going and engage me in the ending.
• Cross Channel Boundaries. I have a mobile phone. Let me subscribe to SMS alerts as part of the dialogue. Coordinate Television, Internet, and Mobile to facilitate a dialogue.

From Entrepreneur.com "The Hottest Marketing Trends for 2008".

1. Engage the customer. The move toward alternative advertising versus some of the more traditional methods coincides with the emergence of technologies that enable a one-on-one dialogue with customers. For example, follow the trend of social media by posting your products on sites that encourage customer or peer reviews. Social media add an element of impartiality and are increasingly looked to as reliable sources of information.

Read the entire article online.

On-Demand software has revolutionized how enterprise software is deployed. Declarative customization provides line of business managers with an unprecedented number of options from which to "declare" how a CRM record is defined or presented in a page layout. But let's face it... at some point, all enterprise software solutions require some level of programmatic customization. Enterprise software vendors simply cannot anticipate each and every business requirement.

Salesforce customers, having reached the limits of declarative customization, now have domain specific programming languages such as Visual Force and Apex to programmatically customize their CRM system.

Content Management Systems (CMS) and Enterprise Portals already have a strong legacy of supporting programmatic customization, but achieved this flexibility through integration with existing development environments and the modification of physical files and templates.

Many CMS's have attempted to offer purely browser-based declarative customization environments, such as Wiki's and Blogs, but failed to meet the demands of creative and marketing professionals, which require detailed control over the presentation and branding of web pages and emails.

It's time for a new scripting language that meets the unique demands of Customer Experience Management (CEM). It's time to offer an optimal balance between declarative and programmatic configuration options. It's time to recognize that there is a new generation of workers entering the workforce that embrace Domain Specific Languages (see Fowler: DSL) and expect programming the web to be as easy as programming their iPod, Tivo, or DVR. It's time for a language like "Dialogue".

"Dialogue" is a new scripting language designed specifically for helping organizations to interact with their customers and partners online using concepts familiar to both the web (HTML, CSS, Javascript) and CRM (Lead, Contact, Opportunity, Case records).

The key tenants of Dialogue include:

Creativity / User Interface: Dialogue is primarily a presentation language that resembles HTML and is used in the creation of dynamic web pages, landing pages, and emails. Graphic designers and web developers have control over each pixel in the presentation of Dialogue scripts.

Business User Support: Business users can easily modify Dialogue scripts to present information most relevant to customers and partners. Changes can be made to Dialogue scripts without the assistance of a web programmer.

Multiple Development Environment Support: Dialogue scripts can be managed using either a web browser or rich client. Todays content management professionals are accustomed to working with tools such as Dreamweaver and Expression. Dialogue plug-Ins for web development environments (starting with Expression) will be developed to enable the remote persistence and management of Dialogue scripts using a locally installed rich client. But the flexibility of storing and managing content entirely on the web will remain the primary focus.

CRM-Driven: Dialogue scripts provide direct access to CRM records and data for maximum personalization.

Agile: Dialogue scripts support an agile methodology that allows organizations to go from concept to deployment within a matter of hours or days. Campaigns can be modified on the fly and no longer suffer from the constraints of "waterfall" project management methodologies where considerable upfront planning is required to reduce the anticipated cost of change.

The Dialogue scripting language will help organizations transition from static, brochureware web designs common in the 90's, to highly interactive and personalized online experiences. It is our goal that all Salesforce customers will unlock the capabilities of their CRM system to delivering these rich online experiences. Dialogue is the final link in enabling this level of interaction.

Amazon.com just launched SimpleDB. I find this news intriguing because it addresses the same fundamental problem as Salesforce.com, but takes a bottom-up approach ("here's a platform.... let's evolve some apps") in contrast to Salesforce's top-down approach ("here's a CRM app.... let's evolve a platform").

The metabase component is very conducive to CRM in that you have the flexibility to wake up some morning and say "Let's capture Contact's drivers license numbers in our database going forward", and easily add a custom field without having to worry about impacting or redesigning the application.

Knowing Amazon's capital position, datacenter hosting expertise, and high reliability service levels, I would go out on a limb and say SimpleDB in conjunction with their S3 storage service (and a perhaps a future unnamed application development tool?) is positioned to be a killer platform player in the years to come.

Yet another great customer experience (CE) faux pas from WorseThanFailure.com. Doubtful many customers would be patient enough to wait until the year 3000 (below) to receive their discount

I can empathize with the Developers of this site. We learned the hard to always check Salesforce managed date/times when using them in CE applications and campaigns after discovering that the absence of a date actually resulted in displaying a default date (something like January 1, 1900).

NetSuite is filing for an IPO with plans to trade under the ticker symbol "N". This article provides the details and also puts to rest any speculation around Larry Ellison's control over the company's direction.

The $99M raised by the IPO will give NetSuite some additional fuel to compete in the on-demand CRM/Financials market. I know I'll be watching "N" closely. Our Accountants have tried the product, love it, and it's on our radar to license in '08 or '09... unless a killer Financials app shows up on the AppExchange first

Update: The new security feature changes mentioned in this article have been delayed 1 week. Message from Salesforce:
"Please note the date change for this update - we will now go live with these features on Monday Nov. 26, 2007."

Salesforce.com is deploying additional security features over the weekend that may have an impact on applications integrated with Salesforce via the API, such as i-Dialogue portals, landing pages, and content management systems.

Starting next Monday, November 19th, 2007, Monday, November 26th, 2007 Salesforce.com users must modify their settings to implicitly trust i-Dialogue portals that connect to Salesforce. This feature, known as "whitelisting", requires entering the Internet address of the i-Dialogue portal.

Salesforce announced that any service connecting via the API within the past 4 months will automatically be added to the whitelist, so existing i-Dialogue customers may not need to update their settings.

Question: Will my i-Dialogue portal stop integrating with Salesforce.com on Monday, November 19th26th, 2007?
Answer: No. Salesforce has assured all AppExchange partners that existing integrations will be trusted by default. But without 100% assurance, we are prepared to guide customers through whitelisting steps if necessary.

Question: What is the IP Address for my i-Dialogue portal so that I may configure it for whitelist trusting?
Answer: We are sending IP address details directly to existing customers before the weekend to give customers time to prepare.

Update the Salesforce Profile for the API login user under the section "Trusted IP Ranges".

Question: How will I know if my i-Dialogue portal is no longer synchronizing with Salesforce?
Answer: Web-to-Lead and Web-to-Case web forms will continue to work, but portals and web sites that retrieve their content from Salesforce will be unable to access content updates if whitelisting is not configured correctly. Information on web sites (such as MLS portals) will appear unchanged from Sunday, November 18th25th. 

Our internal operations team will know within minutes if synchronization has failed and will take action to contact customers directly.

Question: Are there alternative ways to secure access to my Salesforce instance?
Answer: Yes. You can always generate an API token to be used as a password for remote applications that do not always access from the same IP Address.

Question: Are i-Dialogue IP addresses static?
Answer:  Yes.

Question: Will new i-Dialogue portals need whitelist configuration?
Answer: Yes. Our provisioning process has been updated to include instructions for whitelisting i-Dialogue Portal and CMS instances.

Anyone following my "tweets" on Twitter during the Salesforce.com Dreamforce '07 conference probably saw my references to lead scoring. The presentations and discussions inspired me to revisit this topic and explore how to implement lead scoring in Salesforce using an existing i-Dialogue web event data mart.

My past experiences with lead scoring were based on assigning "A", "B", "C", or "D" scores to leads derived from their online interactions. This prioritization gave sales reps some insight into which leads were supposedly more qualified than others.

A much simpler approach to lead scoring is to simply assign a score to each interaction and let the cumulative score provide a relative indicator. For example, in the illustration below, 2 leads enter a web site and initially appear to be equally qualified. But over time, and with enough data collection, we see that one lead was actually more interested in seeking employment with the organization rather than becoming a customer.

Defining lead score rules in Salesforce is possible through the use of a "Web Event Scoring Rule" custom object (see below), which is a prototypical definition of an existing Web Event object (already included with i-Dialogue).

A periodic evaluation by the i-Dialogue-to-Salesforce integration process evaluates each interaction and checks to see if it matches a lead score rule prototype. A match results in a Lead's score being increased or decreased by a defined amount. Rule prototypes may have any number of evaluation parameters, allowing for simple or complex rule definitions. If it can be captured in i-Dialogue, it can be evaluated.

A custom field on the Lead record named "Lead Score" is updated by the scoring process. Scores in Salesforce are updated in near real-time and are accurate to within 30 minutes.

This score then becomes the basis for Salesforce Reports and Dashboards. Once the technology is in place, an iterative/incremental relationship marketing process is implemented to routinely review and adjust scores and online event collectors. Lead scores will never be perfect, but the balance of online interactions and evaluation rules can achieve an 80% "good enough" state to be widely trusted by Sales Representatives and Marketing Managers.

Our company page seems perpetually outdated as we continue to grow and add new members to our team. Enough procrastinating... I've posted the updates and look forward to making many more.

The set of capabilities and services we can offer to clients have increased considerably in recent months. i-Dialogue web sites integrated with Salesforce are now sporting Flash interfaces, PDF printing, eCommerce support, localized translations, SMS alerts, finance calculators, sophisticated search engines... the list goes on, which only points to another area of procrastination... customer case studies.

Our portal and eMarketing Developers spend a considerable amount of time translating customer requirements into working features, which requires the use of highly abstract tools, languages, and technologies. To this end, we've standardized on the use of Microsoft tools and services, commonly referred to as ".NET".

We were fortunate enough to spend the afternoon with Scott Hanselman, Development Community Liaison for Microsoft. Scott is fairly well known in the .NET development community. In fact, if you've ever Googled any search term remotely related to .NET, chances are you've most likely come across his blog or PodCasts (prompting some to wonder if he ever sleeps ).

I was really impressed with what Scott presented. Not only with the wealth of new features and services in .NET 3.0 and 3.5, but the myriad 3rd party and open source tools available that can be uniquely combined to create an extremely powerful, test-driven development environment.

The development tools space has become very stable and commoditized. Much like the component-based Eclipse development environment used by Salesforce.com, Visual Studio.NET is so extensible and customizable that the only limits are the Developers imagination. Scott maintains a great list of indispensable tools and utilities.

The highlight of the session? Probably LOL CODE. An actual programming language based on the LOL CATS concept. Who knows... maybe next generation CRM applications will be programmed in languages that look like this?

HAI
CAN HAS STDIO?
I HAS A VAR
GIMMEH VAR
VISIBLE "You said " N VAR N " !!"
KTHXBYE

I started reading Edward Tufte's 'Beautiful Evidence' (BE) over the weekend. This is the 4th book in a series (he says a quintet is to be expected) dedicated to the craft of information design.

Tufte's books have withstood the test of time with a high level of integrity. His work quite simply reveals "The Truth" of information design as he identifies great works from centuries past (and modern era) that have fought to change mankinds beliefs through the power of the pen and paper on thinking such as "the world is flat" and "the earth is the center of the galaxy".

I personally borrow heavily from Tufte's "let no pixel go to waste" philosophy. There's is most definitely an art to depicting thousands of data points within a single image.

My only complaints with this book are:
a) material from previous books is recycled, such as Joseph Minyard's March of 1812 (to Tufte's credit, he does spend considerably more time on this piece than in previous books)
and
b) the chapter dedicated to PowerPoint bashing takes away from the overall integrity of his work. It would have sufficed to say that PowerPoint templates and charts are the cause for much misinformation, and many people would tend to agree. But just about everyone uses PowerPoint occasionally, so this chapter does little more than to alienate everyone to a degree and denies PowerPoint it's key utility of being a framework for discussion rather than an actual informational artifact.

Those who work with massive datasets in Salesforce.com understand the "If we only knew what know" feeling. But it is the work of Tufte that helps us focus on mining these databases and unearthing hidden information through heat maps, graphs, and other types of multi-variate charts.

A few years ago, when this book was in pre-publication, I wrote a simple sparkline program based on Tufte's latest research, but alas it was abandoned as a solution looking for a problem. I'm inspired to start using VisualForce to implement some of these concepts again.

I recommend catching Edward on one of his many book tours. All of his books are typically included in the registration fee and he explains the concepts in a very entertaining manner. This is a must attend event for anyone in Graphic Design or BI Visualization.

The Microsoft CRM Live buzz appears to have died down. We started looking at the opportunity to implement an "i-Dialogue for CRM Live" solution back in March, but nothing ever materialized that we could get our hands on.

This delay violates the on-demand credo of "Release early and often". I had really hoped Microsoft would earn their operational stripes by jumping into the market with "good enough" and letting customer and partner feedback dictate the evolution of CRM Live. Now we're left to assume that the project is in a state of "analysis paralysis" with Program Managers bickering with Engineers over how to "get it perfect" for launch (it'll never be "perfect" guys... don't take it personally. It was ready last year).

Dynamics CRM 3.0 is a great CRM solution (see my test drive last year), but I'm beginning to have serious doubts about Microsoft's ability to enter the market behind Salesforce.com. This is not like throwing an XBox up against a PlayStation. There's no Halo 3 equivalent killer app that can make CRM Live an overnight success (or within 5 years) that I can see. But there is one killer infrastructure angle up Microsoft's sleeve that could change how CRM is deployed and hosted in the future.

If Microsoft truly wants to be a CRM contender then, in my opinion, they need to leap frog the whole multi-tenant architecture discussion and focus exclusively on next generation CRM virtualization, which is the ability to pre-configure an entire Windows CRM server with all dependencies, and allow this "image" to be hosted by any 3rd party.

Leverage would then fall back to the consumer who could "shop around" for virtualization hosts and take their entire CRM/Active Directory/SQL Server VM image with them anywhere they want to go. I suppose that would give new meaning to "Where do you want to go today?"

On the heels of my previous post, I forgot to mention the English/Spanish localization by i-Dialogue customer www.ArcoProperties.com. Perusing their site really makes me want to spend a couple weeks down in Panama

i-Dialogue customer iGrafx recently localized their interactive online resource center with German content.

Salesforce.com CRM is easily configured to capture customers language preference. Just add a custom field to Lead and Contact named something like "Preferred Language" and map the field to i-Dialogue's "Language" field.

Whenever a customer clicks on the language bar at the top of an i-Dialogue page, or submits a localized web form, the customer's language selection is automatically updated in Salesforce.

iGrafx has also localized their email auto-responders to German for a truly relevant and localized dialogue. Future plans are in the works for Italian and Spanish sites too.

I was reading through the new API features coming out in the next release of Salesforce (Summer '07) when the Metadata API feature caught my eye. This feature addresses a big pain point we have today, which is helping customers to quickly install and configure their Salesforce org for i-Dialogue web site integration.

AppExchange packages are fairly self-contained and cannot modify native objects. Many tasks are left to manual configuration. For example, if we want to extend Salesforce Campaigns with detailed, real-time information like number of emails sent, click-through-rate, or web pages viewed, then we must manually create these metrics as custom fields on the Campaign object. Our default AppExchange package only installs a couple additional custom objects (a web event data warehouse).

But the Metadata API apparently will let us remotely create these fields on the Campaign object, conceivably allowing us to add a link on the "About" tab of our package that instructs our service to configure your Salesforce environment for rich Campaign management and real-time web analytics.

So, I started thinking... why have anything at all in the AppExchange package except the smart "About" tab? Just let customers download the bare essentials and let our service remotely provision Salesforce to guarantee installation/configuration success every time? Why cast our fate into the wind and use Managed Packages when implementing upgrades? With the Metadata API, we can figure out precisely which object/fields are installed and automate upgrades of both Salesforce and your i-Dialogue web site.

Microsoft's announcement that MS CRM Live will be priced at $45 per user has raised some responses from the competition.

You can buy the on-premise version of MS CRM today for about $1,500, which includes a perpetual use license. Spread that cost out over 3 years and you get $41.66 per month. Add a few bucks for hosting and $45 sounds about right.

I have a feeling that there will be more parity between an organization's size and the number of seats licensed at this price point.

For example, an organization with 20 employees may only subscribe to 5 Salesforce seats at $75 per month and limit access to those in Sales or Support. Whereas the same organization may be more inclined to purchase 10-15 seats at $45 per month.

While Salesforce clearly has more cross functional value than MS CRM, customers often do not want to pay for unused functionality in the early stages of adopting CRM when centralized contact management is the primary goal.

Who is this iPod person and why do so many Marketers continue to embark on a campaign to free him/her? OK, but seriously. How qualified is a Lead that responds to a "Free iPod" campaign anyway? From my personal experience, the answer is "zero". Aside from the person who actually wins the iPod, "no" leads are actually compelled to learn more about your product or service when giving away consumer goods in a B2B campaign (and good luck converting the winner... they'll kick the tires and take a test drive out of respect, but they won't be a real decision maker). The lesson learned? If you're going to give anything away, at least make sure it has your brand/logo on it so you can justify the giveaway as an advertising expense. But ideally, make the collateral relevant and related to cultivating the dialogue with a customer.

Users of Google Docs were welcomed to a new, and in my opinion, much more usable interface today. The concept of Labels (aka Tags) has been replaced with Folders, much like what people are accustomed to on their Windows Explorer desktop.

The folders are unfortunately not hierarchical, but do provide better at-a-glance document categorization via a new left navigation pane.

This change is a significant return to what simply works. In past years we've seen several document management solutions emerge based around the concept of "folksonomy" tagging, whereby users tag documents rather than categorize them in folders.

This has the supposed benefit of making life easier on search engines, but with the downside of poor data quality. For example, I might tag a document as "Television" where you might prefer "TV".

Our own document management system in i-Dialogue has organically evolved to a hybrid, or compromised design. While we have added meta-tagging, customers still express a need to hierarchically categorize documents as a reflection of their own internal structures, such as org charts and sales territories. For example, why "search" for case studies in Canada when I can expand a "North America" folder to reveal a "Canada" folder with marketing materials.

I must admit I was somewhat disappointed after Salesforce.com's acquisition of Koral and announced mission to impose folksonomy tagging in the workplace. As Google's recent move validates, not all consumer web UI metaphors translate well to the business web.

The left navigation includes a filter by document type, indicating a very scalable point of extension. I would not be surprised to see support for PowerPoint and other documents in the very near future.

All the buzz around Apple Safari Web Browser for Windows got the best of me, so I ventured on a "safari" to take this Beta release for a quick test drive.

The download was only 7.97 MB. I did not opt for any add-ons or plug-ins. The install went fairly fast.

Of course, my immediate curiosity was how our web site appeared in Safari for Windows. I had no immediate complaints. All the Flash and dynamic/interactive features appeared to work with no problems. There were just a couple layout and formatting issues I noticed.


The use of gel buttons on the page slider and web forms are a nice (and I guess expected) touch. The marketing emphasis on performance is not overblown. While I did not conduct any measurable tests, I did notice a difference in page load time compared to IE7 on several sites.

But things started to turn sour when I actually tried to use Safari for productivity tasks, like Google Premier Apps and Salesforce.com CRM.



The amount of memory consumed started to increase during my Salesforce session, even with only one tab open. IE7 seems to stabilize around 30MB for many of my routine web tasks. Safari quickly shot up to 90MB for similar tasks.

My productivity is very dependent on the ability to toggle between tabs using CTRL+TAB in IE. The equivalent in Safari CTRL+{ and CTRL+} was not only a stumbling block to learn, but didn't even work.

Bottom line? This *is* a beta release and I had beta expectations. But I was pleasantly surprised and will plan on making Safari a standard component of our web hosting and validation test framework. I may even make Safari my "daily driver" once the memory and tab toggling issues are resolved.

Just posted this new Quick Start Guide:
Creating Effective Customer Experiences with i-Dialogue for AppExchange.

This guide covers some basic topics, such as

• Creating a Simple Web Page
• Creating a Web-to-Lead Form
• Creating a Landing Page
• Creating a PPC Advertising Campaign

Lately, I've been re-exploring the possibilities with component-based workflow in the development of online marketing and customer portal sites. The concept is simple. You drag components onto web pages that allow interactive web developers to define actions and behaviors in response to web page events.

This is in contrast to the current convention in i-Dialogue, which currently implements workflows through the explorer interface.

As an example, a basic lead nurturing campaign requires the triggering of a long running email auto-response campaign when a web lead form is submitted. Using the i-Dialogue explorer I would have to define a dialogue rule that associates the form with an auto response campaign. But I can also add a smart component, called a "Form Submit Handler", to the landing page that intercepts form submit events and triggers the autoresponder on its own.



Granted, not a significant decrease in developmnt time, but it's much more apparent when looking at the landing page that "Oh... when the web form is submitted these events will be triggered and I have the ability to configure them".

A component-based approach does have it's associated challenges:

1) Atomicity Yields Complexity. Smaller, more granular components yield more flexible solutions and reduce need for programmatic customization. But if 3 different workflow components on a web page are required to process a lead form, trigger an auto-responder, and intelligently redirect the page, then the complexity of the page design is increased. Pre-built page templates are the best way to address this problem.

2) Process Visualization: The i-Dialogue Explorer allows me to see across multiple campaigns, landing pages, and auto-response rules at once. I can see exactly which landing pages have auto-response rules and which ones don't. But if workflow is embedded into pages in the form of active components, I need to drill down to the individual page to learn which workflows are active. The answer is in a new generation of campaign reporting tools (if there were only 26 hours in a day, I would add this and a dozen other features ).

3) Creative-Business Collaboration: Interactive Web Development requires a unique set of skills. Part graphic/web designer and part marketing/business user. It's rare to find these skills in one person, so you often find different individuals taking responsibility for various components. For example, one person provides the HTML, layout, and graphics. Another provides copy writing, workflow and auto-response rules.

The bottom line? We'll need to support both approaches and give campaign designers the freedom to choose which approach works best for them.

Great blog post here by Dimano Marketing that emphasizes the need to implement a lead nurturing process with closed loop integration to measure results.

I know better than to even remotely acknowledge rumors, but the Google-Salesforce merger speculation is too much to resist. A partnership between Google and Salesforce makes perfect sense, but merging? I just don't see the value of that for a few key reasons:

Google Brand Dilution: Google has had a winning strategy so far by offering applications that are equally applicable to both consumers and businesses, what insiders refer to as the "Big Google". There are Millions of Google consumers that will never care about business specific applications, and there are Millions of business application users that will never buy into an ad-based application model or You-Tube consumer driven videos.

Distributing energy and resources over 2 vastly different markets would ultimately dilute the Google brand and leave room for a new player to emerge with a sincere focus on "We're just search".

It's Just SOA: The vision of integrating disparate, on-demand apps via web services has now become a reality. The Gestalt effect that Google and Salesforce can now leverage by integrating their applications proves that the SOA model works, but merging these companies would just take SOA back to square one; as if to say the synergies could not be sustained without physically bringing these companies together.

Culture Clash: Google hires Developers. Salesforce recruits them as partners. Google does little to no marketing. Salesforce is all about Sales and Marketing. Google is ad-based. Salesforce is subscription-based. Google has no email/phone support. You can actually get someone from Salesforce on the phone if you have an issue. Google scales out. Salesforce scales up.

On a positive note, they're both in the bay area. They both want to eat into Microsoft's market. They both deliver their services via the web.

Don't get me wrong. We currently use Google premier apps for email, calendar, and document management plus we use Salesforce for CRM and support/operations. No matter what announcements are made in the coming weeks, I'm convinced we can only benefit.

"Is Customer Experience Management (CEM) a replacement for CRM?" This is a very good question, and from my perspective the answer is "No".

Most CRM systems today were designed for call-center phone interactions and therefore the software itself was only used by employees. The "customer experience" in call-center environments are actually initially managed by IVR (Interactive Voice Response) systems, or what are commonly referred to as "phone trees" (you know... "Press 1 for English, 2 for Espanol").

But in the Internet era, online customer interactions can be highly personalized, relevant, and tightly integrated with CRM. I always tell people that CEM is "IVR for the Web".

Hence, Customer Experience Management is a logical extension to CRM that incorporates technologies and best practices that ensure each customer interaction is relevant and personalized.

 

My Google Docs for Salesforce project is now sufficiently obsolete with the announcement of Salesforce SOA.

(Update: Well, perhaps I spoke too soon. This demo effectively synchronizes SForce records with a Google Spreadsheet, but I still need a Google Docs related list on SForce records)

Wow. I anticipated some level of technical difficulty when integrating with Microsoft CRM (support for which we recently announced) but didn't anticipate any significant legal issues. Apparently, Microsoft CRM 3.0 requires the licensing of something called an External Connector for each web server integrated with Microsoft CRM and I'm not the first to be confused about the applicability of this license in a Web-to-Lead, customer portal, or partner portal context.

The connector is about $15,000 USD, and amortized over 5 years comes to $250 per month. I *really* hope Microsoft CRM Live modifies this license to be more inline with current subscription-based expectations. Just getting SMB customers to try on-demand, loss leading features for $95 per month can be difficult enough. Don't make partners start that far in the red. They'll never adopt the platform.

Will the partner/ISV absorb the cost of externally integrating with MS CRM Live? Will the end customer? Answers to these questions are still not clear as we enter the 11th hour prior to Microsoft launching their on-demand CRM Live solution.

My suggestions:
* Implement a variable, value-based external integration licensing model. Not a "one size fits all" license.
* It still remains to be seen if Salesforce.com's 10% referral program is the right model to attract and retain partners, but it is more closely tied to value on a per customer basis.
* License the XML web service gateway separately from the core CRM application per external end-point. Implement a SOA friendly model that encourages Microsoft CRM customers to purchase additional web service connectors for multiple end-points at $750 per year (This is where I think Salesforce has missed a tremendous opportunity to license their API to Professional Edition customers and is the most griped about integration topic).

It's been over a month since I signed up for Google's Pay-Per-Action Beta program and still no invitation. Our AdWord budget has been lumpy over the past several months, so I suspect our client ID is not a "stellar" candidate at the moment. Anyone else had a chance to play with this?

If there are any Salesforce customers in the PPA Beta, please contact me. I have some ideas on how to manage the PPA customer experience and reconcile actions with Salesforce Campaigns.

I don't remember the exact date, but I'd guess it was around Summer of 2005 when we faced the "Enterprise Software Fork In the Road".
 
After years of serving mostly mid-market customers with on-premise customer experience solutions (portals, web sites, eMarketing campaigns), attention abruptly shifted towards open source and on-demand solutions as alternatives.
 
Customers with in-house development resources started asking for source code to customize their CEM apps, others asked if we would host the sites for them and provide ongoing maintenance, partners needed more documentation to develop rich add-on applications, large customers demanded the source code be held in escrow in case we went "Tango-Uniform" and sales cycles got longer... a lot longer.
 
One of my favorite quotes from Yogi Berra is "When you get to fork in the road, take it." (Berra says this is part of driving directions to his house in Montclair, New Jersey. There is a fork in the road, and whichever way you take, you will get to his house). And so, we took both paths and launched an on-demand CEM solution with an open source CMS framework that provides customers and partners with unrestricted access to the source code, to offer an Open Software-as-a-Service, or "Open SaaS" model.

 
The feedback we've received from open sourcing the Salesforce integration module has been tremendous. Some customers have started down the open source path with the intent of building and hosting the solution in-house, only to discover the long term benefits if they outsource the hosting and occasionally exercise their right to upload their customizations and code anytime (in the worse case they know they can always take the solution back in house).
 
Conversely, some customers have started down the on-demand path, recognized how strategic the online customer experience is to their business, and upgraded their SLA to have us co-manage a server provisioned and owned by them.
 
Change management and version control are inevitable problems that will arise when both customer and hosting provider are collaborating on the management of an Open SaaS web site/portal. We've had a few content collisions and merge conflicts, but had sufficient backup and recovery processes in place to remedy them immediately. i-Dialogue 3.0 addresses many problems related to temporal content, such as press releases and events. Typically, just a bit of training on the web page "sandbox" feature and use of Snippet versions are sufficient to resolve these issues.
 
It's also imperative to maintain a common code base across all hosted applications to reduce the risk of "branching". Most content management systems (CMS) today have evolved to a level of maturity that easily supports this requirement through the use of page templates and declarative configuration.
 
Does Open SaaS work with all applications? Absolutely not. It just happens to work in customer experience management because it requires pixel level control over the form of the interactions (aka the "brand" experience). But employee facing productivity SaaS applications are best managed at arms length with declarative customization to achieve their desired function. New languages, such as Salesforce.com's Apex scripting language, will give customers greater freedom to upload their own business logic code.

Adobe Systems and Salesforce.com have announced the availability of Adobe Flex Toolkit for Apex, a new set of programming tools using Adobe Flex to create new business applications for the Salesforce.com Apex platform.

I wrote about another Adobe platform named 'Apollo' several months ago in an article that attempts to identify the trends of "rich vs reach" applications and the desire to strike a balance between the two.

Salesforce users that live in the Salesforce app for more than 3 hours per day (as we often do), will be likely early adopters of Flex-based apps, if they prove to make people more productive. Salesforce envisions developers inserting Flex apps into existing page layouts, but a more grand approach will be to replicate many Salesforce functions in a desktop app that also works offline.

YouTube owes its success, in large part, to their Flash video player specially developed for their videos. When used effectively, the combination of traditional web pages and Adobe Flash/Flex can have tremendous adoption results.

For end customers, Flex apps can deliver rich product catalogs, configurators, online order forms, engines engines, and interactive forums.

It always astonishes me to hear people defend the need to manage corporate information internally, yet they outsource the most sensitive data of all... their paycheck!

For example, here is one persons response to replacing their Exchange email server with a Google solution:

"Rule #1 of corporate America - Proprietary information does not leave the company boundaries unless an NDA is in place. Proprietary information is only given under NDA if strictly necessary.

These decisions are made by upper management and lawyers, not IT. There is no way in hell that my company would EVER move to an externally hosted solution.

In addition, having critical services hosted externally is Just Plain Stupid."

My experience has been 4 out 5 of these companies already outsource their payroll to someone like ADP. Ahhh... the irony.

I'm starting to wonder if Nicholas Carr's assertion that the IT Emperor has no clothes is true. Corporate America is entering an era of operational innovation, not feature innovation, and operational innovation requires managing your IT services as you would your electric and water bills; repeatable, reliable, and managed by specialists.

There is a definite fear of looking incompetent if you suggest outsourcing something as fundamental as Email or CRM to an outside provider, but there is no rational logic for rejecting this option.

Today at the Nonprofit Technology Conference in Washington DC, Rem Hoffmann of Exponent Partners is unveiling a joint venture between our respective companies to deliver hosted web solutions integrated with Salesforce.com and specially configured for nonprofit organizations.

Key features include:
+ Hosted, On-Demand Content Management System
+ Membership Management
+ Pay Pal Integration for processing donations and memberships
+ Event Management
+ Recruitment
+ Email Marketing and Campaign Management
+ Published Performance and Outcomes

http://www.exponentpartners.org/ is a pre-built site template that demonstrates some of these features.

The "Published Performance and Outcomes" feature is a significant one, in my opinion.

Rem is an expert at helping NPOs define their goals, devise plans to achieve those goals, and measure the outcomes. I know from personal experience that I'm much more comfortable donating money to organizations that have some level of transparency when publishing their operational expenses or achievements.

But quantifying these measures and publishing them to a web site can be difficult, and the costs associated with implementing the technology to support this level of transparency can often exceed the actual benefits received.

That's why I'm really excited about this solution. It enables a free and open dialogue between donors, members, volunteers, employees, and board members using an affordable on-demand platform. The content management system dynamically displays information configured in Salesforce in real-time. Web content, such as press releases and events, is managed directly from Salesforce.

If you're in Washington DC for the NTEN conference, please do stop by the Salesforce booth and ask for Rem. He'd be happy to give you a hands on demonstration.

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Online donations are integrated with Salesforce Pricebooks. Pre-define multiple donation levels or let donors enter their own. Integrated with PayPal, which supports both credit card and PayPal processing. Completed PayPal transactions result in Salesforce Opportunity records.

Support for recurring donations and membership subscriptions.

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Define events in Salesforce for publication in the web site. Manage event attendees, email auto-responders and event alert reminders.

Good news arrived from Salesforce today...

Dear Michael,

Congratulations! Your application is now provisionally Certified. Thank you for your diligent work and amazing effort in achieving AppExchange Certification.

The Salesforce.com Security Team noted a couple extra precautions we must take to become "fully" certified. We're confident these measures can be implemented within 30 days.

Perhaps I'll blog more on this process in the future to share some lessons learned, but suffice to say we're all extremely pleased to reach this milestone. A lot of eyes from Salesforce and Symantec have been reviewing everything; including source code, hosted applications, and internal security policies. It's very gratifying to be validated by such a smart group of folks.

Kudos to Jerry Merfeld, our Support and Operations guru, who spent several days researching the AppExchange Certification Wiki and made changes to our information security processes to ensure our infrastructure is in compliance.

The Beagle Research Group notes the success of Salesforce's Idea Exchange but goes on to confuse online communities with portals...

"Any day now, I expect to see any number of new or revived portal companies climbing on board the bandwagon to announce that they can deliver portals or even communities of interest better, faster, and cheaper, to which I say, hold on."

"Communities" and "portals" are 2 wildly different concepts. The majority of B2B companies will not expose themselves to the risk of hosting an online discussion forum or Idea Exchange equivalent, but the majority do see 1-to-1 interactions via portals as a must-have feature.

Salesforce.com has been very bold in creating this community and all publicly traded companies with a global customer base should follow suit, but Salesforce customers are much less likely to follow and offer an IdeaExchange to their own customers.

In fact, community applications have really lost their innovative lustre IMO. They are commodity add-on features that have "crossed the chasm" and now only differentiate through "better, faster, cheaper" (look to mobile for where the real innovation is happening).

Single-Sign-On (SSO) is still the #1 problem with most customer self-service sites today, and adding yet another community application only compounds the problem. Portals solve this problem with integrated support for SSO and integrating with best of breed community applications, rather than re-inventing them.

When I do online banking, I just want to focus on my direct relationship with the bank through their portal and get done quick. It's a "nice to have" option to engage in community applications through the same web site, but I expect the signal-to-noise ratio to be much lower.

If you have an interest in business intelligence (BI) visualizations or effective dashboard design, I strongly recommend subscribing to Stephen Few's blog and newsletter.

In reading Stephen's blog, I noticed we have a similar skepticism for flashy dashboard gauges. As a student of Tufte, I've come to appreciate the art of multi-variate displays and information design, so it comes as a disappointment to see the industry abuzz with a new generation of reporting tools, dashboard widgets, and components that favor presentation over information.

At last years Dreamforce event, a chorus of "oooohs" and "ahhhhs" filled the room as support for new dashboard visualizations were demonstrated. Some of the new components, such as heat maps and geo maps, were indeed an improvement over what is available today. But there was a fair share of the "flashy" reports too.

The fact is, Salesforce dashboards as they exist today are quite useful and simple. They prevent you from masking true information with needless features like drop shadows and 3D effects.

The gating barrier to implementing useful multi-variate visualizations in Salesforce dashboards is not the UI controls. It's the data itself. Because Salesforce is an OLTP (online transactional processing system) system you cannot simply create a report that summarizes across multiple dimensions in real-time.

Yes, there will always be work-arounds and acceptable compromises, but I suspect that business intelligence in the SaaS world will follow a similar path as enterprise software did in the legacy client-server world, which is to normalize the data into data warehouses that can support ad-hoc queries and pivoting on data.

But SaaS vendors have the benefit of hindsight and are progressively learning to build OLAP and data warehousing support into, or in parallel to production systems; much like our Web Events data mart that gets created in Salesforce, replicating and normalizing all web interactions into the CRM system in near real-time.

Salesforce.com recently announced AppSpace, an extension to Salesforce CRM that allows Salesforce users to collaborate with customers through a Salesforce hosted portal. It appears to be the existing Customer Self-Service portal, but with some additional features.

AppSpace exposes a powerful feature that we've been exploiting for awhile, which is the ability to publish custom objects through the web.

AppSpace is probably comparable to a small subset of features found in i-Dialogue (namely the My Account page) and I'm sure many Enterprise and Ultimate Edition customers will take SForce up on the $995 per month offer. Once our certification is complete, we should be able to provide similar functionality to Professional Edition customers at an SMB rate.

I was a little disappointed that the base offering is limited to 200 users, which limits its ability to be a distribution platform for our Lead centric applications, such as Event Management, or HR job posting/application modules. Also, I'm not making the MySpace connection. Isn't MySpace a place where people create their own pages and personalize them for the anonymous community to consume and reference (aka social networking)? Or am I just showing my ignorance of MySpace? I have to admit I'm not too hip on this.

What will the actual domain name (URL) be for these App Spaces? Can customers create a sub-domain, such as portal.domain.com that refers to their Salesforce hosted portal? Or will it be a Salesforce.com URL? The ability to customize the colors for header, body, and footer may be a limitation for many Marketing departments seeking to offer an integrated, fully branded web experience using their own domain name.

I'm guessing the Discussion Forums functionality are being provided by Jive Software (another local Portland software company), which isn't a bad deal considering their forum server alone starts around $10K (which maybe explains the $995 per 200 customer seat license model?).

Finally, the "End of the Portal" touch by SF Marketing in the press release seemed a little over the top. I think the real value and long-term potential of AppSpace was largely buried in the PR.

I would of course be remiss not to point out that a $995 per month budget on i-Dialogue would get you "the works" for unlimited Leads and Contacts; including Content Management, Email Marketing, Forums, Knowledge Base, 3-5 live support licenses; all on a 99.99% uptime dedicated virtual server. But I digress... Salesforce customers are an intelligent bunch that will ultimately figure out the right solutions to their problems.

Jitendra Gupta has a thoughtful perspective over at Read/Write web on "How to Build a Profitable Startup By Knowing Your Users Better" (based on a NY Times article). He challenges the age old notion of the CPM (Cost Per Thousand) advertising model and suggests that simply logging the number of unique visitors to a site is not enough. You need to know who they are and present more relevant ads.

I couldn't agree more. In fact, I would raise the stakes even higher and encourage ad-based startups to differentiate themselves from the pack by only charging for qualified Leads and closed-won Opportunities, aka Cost-Per-Action (CPA) or Performance-Based Compensation (PBC) models.

Update: Check-out Googles Pay-Per-Action Beta as an example of CPA.

Many marketers would shy away from PBC, but when I see the number of qualified leads our customers process through their i-Dialogue sites, I often wonder if I'm in the wrong business.

A PBC ad startup would essentially build their site on top of a CRM system and provide their advertisers with real-time Lead and Opportunity management features and reports. Rather than paying $20 CPM, an advertiser would pay $5 per qualified Lead and $10 per Closed-Won Opportunity (or whatever monetary value you want to associate with these measurements).

The definition of "qualified lead" certainly varies across industries, but the most basic definition typically involves:

+ Legitimate Email Address or Phone Number
+ Has a need for product or service within the next 12 months

The web is a 2 way communication channel and should not be subject to the old 1-way broadcast models of television and radio. Yes, more risk is assumed by site operators who adopt a PBC model, but the upside is greater too. Make sites easier to use and display relevant calls-to-action and the result will be more self-identified web visitors and won opportunities.

WebEx announced their intentions long ago to re-invent themselves as a platform, much like the Salesforce AppExchange. Now that Cisco has acquired WebEx, how much will this strategy change? Can WebEx truly expand beyond the web conferencing market? With Cisco's help, it certainly seems likely they will enter the inter-VOIP conferencing market. And judging from their Connect Platform, they seem very focused on enabling complex processes and CRM-like workflows.

Any WebEx user will tell you their WebEx Address Book is a key contact management repository that is just waiting to be unlocked (it's actually quite shocking how little reporting there is in WebEx for a 10 year old system).

And what will become of the Salesforce-Cisco-WebEx relationship? WebEx has effectively put Salesforce in their crosshairs and has no shame in demonstrating their SugarCRM integration in the Connect demos. But Cisco is Salesforce.com's #2 customer. Now that really stirs the pot.

And finally, just the fact that Cisco is entering the SaaS market is quite an interesting topic in itself. The WebEx brand is obviously too entrenched to be intermingled with Cisco. Cisco has mastered the art of growing via acquisition in the networking space, but nobody would have guessed that this model could be replicated in SaaS. Given that SaaS is just the next layer above Cisco's networking infrastructure, the new strategy doesn't seem that unusual at all.

 We just announced our support for Microsoft CRM Live (details here). Microsoft CRM 4.0 will be available in 3 different deployment configurations.

1) Hosted by Microsoft
2) Hosted by Microsoft Partners
3) On-premise (you install and host in-house)

The current plan is to support all 3 options. We'll likely embrace option #2 as an opportunity to have hands-on ownership of the base CRM solution and pre-configuring it for various industries, such as Real-Estate, Financial Services, Technology, and Manufacturing.

A key component of this solution will be an integrated workflow engine to enable rich "dialogues" between employees, customers, and partners. i-Dialogue for Microsoft CRM will take advantage of the .NET 3.0 windows workflow foundation, which provides a visual flow charting designer for creating workflows.

The goal of every Salesforce implementation should be to achieve what is commonly referred to as Third Normal Form (or 3NF for short). This simply means the LookUp relationships on custom objects are structured in a way that removes duplicate values, does not have unnecessary dependencies, and will scale to meet the future needs of the organization without significant change to the object model.

To achieve 3NF, we must first adhere to 1NF and 2NF rules. Let's look at an example of how to design a 1NF Salesforce object:

Assume Company X sells Tractors and has customized Salesforce to include a "Tractors" web tab and a database of Tractor inventory. To publish images of this tractor on the web, it is possible to create several custom fields named Image1, Image2, Image3 and so on.

Custom Object: Tractor
Custom Fields:
Name
Manufacturer
Make
Model
Serial Number
Build Date
List Price
Image1
Image2
Image3
SalesPerson
SalesPersonHireDate

First Normal Form (1NF) requires that we move these Image custom fields away from the base Tractor object and create a new custom object called Image (AssetImage and Multimedia are other good names). The Image object then simply has a URL for the image location and a Lookup relationship to the Tractor.

Custom Object: Image
Custom Fields:
ImageURL
Tractor (LookUp)

The Image1-ImageN fields can then be replaced with a related list of Images associated with the Tractor. The Tractor can then be said to be in 1NF.

Note: If deleting a Tractor should also delete all associated images, then a Master-Detail lookup relationship is preferred over a basic Lookup relationship.

A 2NF form exercise requires removing the SalesPersonHireDate, since it is not directly associated with the Tractor and must be moved to the User record instead.

Finally, using the Tractor Name as the primary unique key for the Tractor is not a good idea because other Tractors may share the same name. 3NF requires the addition of a TractorID field using the Salesforce auto-numbering convention (In general, I try to avoid use of the Salesforce "Text" option for record IDs. Use the auto-number with formatting option whenever possible).

The Tractor Manufacturer, Make, and Model fields are likely candidates for normalization. But keep in mind that being a database normalization "purest" may also lead to complicating the user interface, requiring the creation or lookup of several smaller objects to create a single new Tractor. If a company only sells 3 Makes of Tractors, then it's more convenient to implement Make as a picklist.

When it comes time to web-enable your Salesforce data model, 3NF will allow you to infinitely scale and provide the flexibility needed to add/remove common information at any time.

There is finally sufficient web infrastructure in place to enable the rapid design, customization, and deployment of industry focused CRM solutions. Unfortunately, most Salesforce.com CRM and i-Dialogue implementations all start with a common template and evolve in myriad directions to meet industry needs.

The concept of CRM templates has been around for awhile and exists to varying degrees. In 2007, my focus is primarily on pre-built industry solutions that leverage the flexibility of both i-Dialogue and Salesforce to enable rich online interactions between Customers, Partners, and Employees.

But first, we need to help educate people on the power of Salesforce beyond the functional areas of just Sales and Support. The AppExchange and Apex give companies the ability to manage their HR, Finance, Legal, and Operations processes as well; and provide web self-service to the various constituents of each relationship through i-Dialogue.

This requires expanding use of "C"RM systems to a "RM" systems. You'll recall that the 6 Markets Approach to Relationship Marketing takes a holistic view of all relationships your organization is engaged in. Not just your customers.



I look forward to 2007 as the year of bringing all available web tools and technologies together into powerful, vertically aligned solutions that add game-changing value to their respective industries.

The announcement that Merrill Lynch is moving to 25,000 seats on Salesforce.com stirs a few thoughts in my mind.

First, replacing Bloomberg with a web based Financial Services information aggregator just makes sense. Someone should update the Wikipedia entry for SOA to read "See Merrills use of Salesforce for Wealth Management". This isn't hype. It is a true inflection point.

Second, my internal business compass is wary of having any customer represent more than 10% of total annual revenue. I'm sure Merrill is getting some serious volume discounts to help Salesforce co-develop this solution; but at $500 bucks a seat, 25,000 seats would represent a significant percentage of SForce total revenue.

Third, with customer announcements of this size, will Salesforce continue to deploy them within an existing data partition, such as NA1, NA2, NA3, EMEA, etc? Will Salesforce create individual partitions, such as ML.Salesforce.com, to support customized SLAs? I'm comfortable with the occasional 1-2 hour downtime maintenance windows, but Financial Institutions are already accustomed to non-stop tickers and news feeds from Bloomberg and others.

Things have been busy. So busy, in fact, that we've neglected updating our web site with recent case studies.

So, we'll begin our series of highlighted customer stories with this Real Estate Development Case Study developed with Arco Properties, a brokerage focused exclusively on Panama real estate.

There are 2-3 more excellent case studies in development for the Software Technology and Financial Services industries. Stay tuned!

I saw Rick Klau's blog entry about how spam bots have started plaguing his Salesforce Lead queue and started doing to some research on our own web forms.

There are several automatic bots on the internet that do nothing but troll web pages, hoping to find weblog comment forms where they can post URLs back to their own sites. It goes without saying that Rick's Sales team is probably not thrilled to be receiving Leads with names like "Cialis" or "Viagra".

I too have noticed an occasional Web-to-Case form being submitted on our site that is clearly the work of a bot, but our web-to-lead forms were not being posted. I wondered why and did a bit of research.

It looks like the email validation rules on our Web-to-Lead forms are preventing the bot submissions from being passed on to Salesforce because the email field submission was not in the proper format. The Web-to-Case forms did not have validation on the email field and therefore were getting sent on to Salesforce.

I don't know that I'd call this an anti-SPAM filter feature just yet, but that is the net result, at least for now. I suppose a determined or smart enough bot could bypass this obstacle.

Ricks initial thought that someone had captured his Salesforce OID and used it to flood his Lead inbox is not that far off base. This is an Achilles heal that I've long been aware of, and I too have wondered if even the most basic Denial of Service attack on the Salesforce Web-to-Lead process could cripple an organizations Lead queue by surpassing the daily quota of web leads.

Oh well... like Andy Grove says, Only the Paranoid Survive.

CRM and Relationship Marketing platforms have lots of features, but their implementation should not be made complicated for complexities sake.

Occam's Razor says "All things being equal, the simplest solution tends to be the best one". Simple solutions in a complex world. That is the real challenge.

Reference: http://www.uoregon.edu/~ftepfer/SchlFacilities/TireSwingTable.html

The addition of a new email notification feature in Salesforce Winter '07 gives you the ability to auto-assign Leads and send auto-responders when leads come in through the web via the API (and not the traditional Web-to-Lead route).

Some new settings in i-Dialogue embrace this feature and give you the ability to fine-tune how email alerts are sent.

A double opt-in campaign, where a Lead is not actually entered into Salesforce until they've confirmed their subscription status in i-Dialogue, is an example of where you would want to use the native auto-assignment notifications and auto-response rules when a Lead is created.

I've been having a blast playing with the new Web-to-X feature in the latest release of i-Dialogue. Web-to-Contact, Web-to-Solution, and Web-to-Survey are just a few of the forms I've created already.

Web-to-X works with any native or custom object, so the possibilities are limitless. See video below of basic Web-to-Contact form...

The Salesforce Portal code generation tool for Visual Studio.NET has been updated. You can download sForceXOSCodeGen.zip here.

This tool is made freely available to customers using the i-Dialogue Developers API for .NET. The project output is designed to be used with our open source portal framework for Salesforce.

Enhancements include support for persisting configuration settings between sessions, assigning a default custom object prefix and a detailed ReadMe file with more details about XOS (eXtensible Object Store) and how to configure the tool.

This question comes up often enough that it's worth addressing here.

Salesforce customers all share a common multi-tenant application hosted by Salesforce.
Your customers share a common multi-tenant portal that is hosted by i-Dialogue.

This architecture gives your web site/portal the isolation and scalability required to meet your future eMarketing and online Support requirements.

Google Spreadsheets are great, but SmartSheets are better for project management. I'm in the process of moving my projects over now.

Have you ever wondered where key Onyx CRM employees went after the M2M acquisition? Check out www.SmartSheet.com.

Winter '07 upgrade is underway as I write this. I'm guessing my logo entry was not selected as the official logo for Winter '07. I wonder why?