re: How To Get From CRM To Social
You are speaking of demands from marketing for results in weeks, not months. I would first challenge marketing. If they have an actual marketing plan with targeted campaigns, and well thought thru strategies by demographic, aligned with the company's annual operating plan, then IT should have some runway to deliver the desired integration. My experience from the inside is usually when marketing is demanding delivery of items in weeks, they are thowing stuff out there to see what sticks with no real planning to back it up or they are just wanting to implement technology to say they have done it (keeping up with the Joneses).
Second point is that you can only do the integration thru the cloud if the company's other systems are on the cloud. If the core CRM and ERP systems are on premise, as they are at most large companies, bypassing IT thru the cloud is just not in keeping with the facts
Third point is that real business integration, that is, integration of process AND technology takes time to design and build and, often times, the process component takes substantially more time than the technology. Building integration in 3 to 6 weeks assumes automating an existing well designed process with a very narrow scope, which rarely exists in the social media space. The broader business integration that provides REAL value takes more time to work thru and deliver.
So while IT does need to become more adept at quick delivery, the business functions need to change their mode of operation as well. The business functions need to justify what they want with a business case (no technology for hype or to see what sticks) and they need to be prepared to articluate a well thought out process if they want quick IT solutions. It's a 2 way street, but instead every article just focuses on IT.
Business Process Improvement and IT Strategy Consultant