Let’s be honest. We’ve all made purchases at some point that sit there collecting dust. Whether it’s the 2:00am infomercial all-in-one blender, or fabulous technology for your publishing company, you might be asking yourself, “wait, what is this?”
If you are a publisher who asked yourself this question after making a software investment, you are not alone. Buying a publishing platform can be intimidating at first. Maybe you intended to solve one specific problem, but after unwrapping your shiny new CRM, you say, “Whoa! What do I do with it?”
Publisher, Jennifer Jackson, at the Springfield Business Journal, had a similar situation not too long ago. She bought a powerful CRM to house some basic data and contacts, but her team ended up using it more like a giant Rolodex instead of its true purpose: an ad sales, production, and billing problem-solver.
Jackson didn’t necessarily have a problem with the product, but her vendor kept relentlessly explaining that The Springfield Business Journal was missing out. [Read more…]