VRM supersedes CRM for Industry Analyst Research? Poster by @CFerrisArt
Ray Wang, CEO at Constellation Research posted a blog post on The Sad State of The Industry Analyst Business and the Need For A Code Of Ethics attracting 30+ comments.
Ray added a reply to my comment…
Great points as usual! thanks for jumping in. Buy side focused analysts will do that! We do need some scale over Gartner but it’s not size. How to scale and remain relationship based =)
To answer Ray’s question, I think we need to look at online networking systems like LinkedIn operating at scale and relationship based, but struggling with authenticity due to overplaying recommendations and self-declaration of skills. What happens it someone thinks skillful at RESTful interfaces and someone else think I’m useless (there’s no ability to “unlike” or descent).
Ward Cunningham, creator of the Wiki, noticed this inability to manage descent in Wikipedia vs the capability in more granular systems like GitHub. The notion of a paragraph level Wiki came to Ward and he set about bringing this concept to life. Video posts cover the development http://wardcunningham.github.io/
To my observation Ward’s work dovetails with Doc Searls research at Harvard on Project VRM. The wonderfully wacky poster I purloined off @Moonalice by Carolyn Ferris captures the zeitgeist.
When a client is searching LinkedIn or Constellation Research for a skilled employee or skilled research, they want granular search results verified by experts (or at least a crowd).
Experts are really folks who can vouch for facts that often change over time, due to changes in technologies, or other factors that won’t standstill.
Ward’s key break thru was moving into a new pace between facts and documents: Paragraph level federated wiki. Worth noting, Bret Taylor’s new design at Quip for taking on the legacy Word processor with mobile first design has paragraph level edits.
Rounding this out into a product at scale still relationship based:
A client can search for exactly what they need in an employee or in industry research. Pull these facts into a federated wiki, search for matching information, perhaps not perfect matches), then verify the paragraphs via the community using “Likes’ or “Unlikes” directly from experts. This same research can be contributed back to the central wiki after the information has delivered private level value (keeping research fresh). Fitting it all together, delivering transparency of trust and authenticity customers seek.
This pattern of VRM superseding CRM is what Doc refers to (I think). Allow the customer to register what he wants, rather than have marketeers push products based on what they have to sell.