A new customer resource management solutions company, Resonate, has been officially launched in Sydney. It has its sights on taking advantage of a shift in marketing expenditure, which is increasingly towards the implementation of effective CRM solutions.
The business consulting and IT solutions provider offers its CRM clients consultative services, traditional implementation services and change management services and training.
Stepping onto the Big Five's turf, Resonate's managing director, Jeff Carruthers, is confident his company's niche service offering has a place in the services industry.
"What differentiates us is the fact that we are far more specialised and more product independent than other services companies, which often have vendor partnerships."
A lynchpin in Resonate's business plan is its strategic alliance with advertising/communications giant Publicis Mojo. Under the partnership, Resonate will provide Publicis Mojo's customers with CRM solutions.
Mojo's large international client base covers a broad range of verticals and industries. Carruthers believes its strategic partnership with a leading marketing firm provides an excellent trajectory for getting Resonate's CRM solution to market.
"Direct marketers have been doing CRM - albeit in a static manner - well before the IT industry began to hype the potential of CRM. And while large CRM implementations have often failed to deliver for a number of reasons, the technologies that have been developed over recent years have practical application in extending proven direct marketing techniques.
"It is this combination of direct marketing and IT experience that will deliver solid and immediate benefits to our clients."
Carruthers has been watching the relationship between marketing and CRM for some time, waiting for an opportune time to deliver a service offering in the space. "I have been friends with the CEO of Publicis Mojo for years, and over the last couple we've been talking about the crossover of what marketing communications is trying to do and what technology is trying to do."