How many times have you wanted to get a good look at a product, and then later found out that there is an extensive list building component involved? If there is ever an opportunity to build your own list, then it's much better to take advantage of the built in list building features of ERP systems. However, building your own list may not be all that easy to do, especially if you are trying to build up a big list in the long term. There are several reasons for this.
Firstly, if you use an open source ERP system, then you are pretty much stuck with whatever the developer comes up with. Most people are used to purchasing software and then modifying it and their need to change things around. Not so in the case of ERP. In fact, a lot of CRM systems come pre loaded with modules that you can use - but they aren't always configurable to your needs. If you have a customized product, then you will need to get the system customized for your unique needs.
Some people try to go around this problem by building their own email lists by buying or hiring the people that sign up to their company's email marketing list. This is fine if the marketer has a huge list already and is able to turn the email list into a cash cow. However, most small to mid size companies don't have this luxury. They are forced to build their own lists from the ground up. It could be the difference between success and failure in the next few years.
Another common problem is that system owners are just too stubborn. They refuse to buy an ERP system, and then refuse to modify the existing system to make it work with their unique needs. In other words, they refuse to adapt to changing technology. One might call this the chicken approach. The system owner will purchase an ERP system and then refuse to make changes to the existing software in order to make it more flexible to their needs.
This is not only wrong, it is also damaging to the future of any ERP system. When a vendor like Autopilot sells its flagship product, it has the luxury of being a one-size-fits all system. ERP systems are not like this. As new needs arise, adaptability is key. When system owners resist buying or users email list, they are actually limiting their ability to increase their revenues from existing system users.
The worst thing you can do when resistivity is involved is to delay purchasing the necessary systems. Delaying will only cause a company tremendous financial loss in the long run. Even though some vendors have made it clear that they have to purchase systems quickly, it is best to wait until the current systems are running efficiently. There are many vendors out there that will offer to upgrade any systems that are currently in production.
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The problem with this approach is that this may be the one thing that stops the company from making the necessary investments in upgraded systems. By having a list of system users, you can identify whether or not the system administrators are using the email list for internal business needs. If not, you can simply train them how to use the system. Should the administrators still not be using the email list for internal purposes, you can then send out an automated survey to the whole group. The beauty of doing this is that you can identify those system administrators who are wasting company resources on non-essential activities.
If you have any doubts about whether you should buy or users and email lists, just ask yourself if you do not have a valuable commodity at your disposal. Do not allow your company to continue down this path of operating using outdated and obsolete systems. You may end up spending more money than you need to in the long run. It is best to invest in a system when you see that it is going to be able to serve your company's needs in the future.
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