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Written by Chris Bucholtz; Featured on InsideCRM.com

How do you get sales, marketing and IT - and their unique cultures - to fit together as a united team to drive greater efficiency and revenues? Most companies can't manage it, but Naras Eechambadi has some ideas for you. Eechambadi, the founder and current senior vice president and general manager of Quaero, has been working at this for a long time. He launched the CRM practice at McKinsey & Co., started the Knowledge-Based Marketing Group at Wachovia Corp. and has taught at both the University of Connecticut and the University of California at Berkeley before starting Quaero, a consultancy based around the idea of combining marketing, technologies and analytics. He also penned "High-Performance Marketing: Bringing Method to the Madness of Marketing, a title that sums up neatly the view he brings to bear on marketing in this hectic day and age.

After Quaero was acquired by CSG Systems in December 2008, Eechambadi went from CEO to a role that sees him looking for points in the marketing process that intersect well with CSG's technologies - and working hard to understand the evolving issues his customers are facing.

InsideCRM spoke with Eechambadi about staying on top of evolution in marketing automation, the technical challenges facing marketers and how human interactions almost always trump technology.

1. 1. InsideCRM: How are you evolving Quaero’s business model, and how do you make your services appealing to today’s marketing customers, as opposed to the customers you’ve had in the past?
   
   Eechambadi: Traditionally we’ve been a services company that helps our clients from a soup-to-nuts standpoint solve their marketing challenges, building better solutions for increasing customer value across multiple channels. We typically get involved with them on customer strategy, particularly measuring customer value, navigating data about their customers across all of their transactions, external data, putting it all together and designing the right kind of customer insights.

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