In an age where marketing technologies evolve at lightning speed, some fundamental business principles remain constant. Pete Gillett, a pioneer in customer relationship management systems, has spent decades helping companies transform their approach to customer data. His journey from the world of traditional advertising to leading innovative CRM solutions offers valuable lessons for today’s business leaders looking to enhance customer engagement.
Starting in the Mad Men Era
Pete’s career began during what he fondly calls “the Mad Men days” when advertising agencies ruled the marketing world. “This all started in the days of Mad Men—really great series—because we were owned by a big advertising agency that was eventually purchased by Saatchi and Saatchi. They were great days and it was fascinating,” Pete recalls.
While working for a subsidiary of the agency, Pete noticed something that would shape his future direction. In joint presentations with the advertising team, he observed that his PR efforts often generated more leads than expensive advertising campaigns. “I’d get really irritated because we’d do joint presentations with the ad guys, and the Don Draper equivalents would be presenting all these fabulous creative schemes with exotic graphics from the art department and huge media schedules,” he explains. “Then by the end of the meeting, we’d look at the PR side, and actually we were generating far more leads than a lot of the big expensive paid-for advertising.”
This realization sparked an idea: track these leads systematically to determine which media sources were the most effective. “Let’s receive those leads, put them on a database, track them, and then start giving reports to show which media worked, which salespeople were following up the best leads,” Pete says. This fundamental concept—tracking customer interactions and measuring results—remains at the core of his work today.
Breaking the Fear Around CRM
Despite decades of technological advancement, Pete observes that many companies still struggle with the same basic CRM challenges. “Companies are terrified, and people are terrified of being involved with CRM. It’s as if it’s going to bite them, and careers get ruined because they get the poisoned chalice of having to look after a CRM system,” he notes. This reluctance creates inefficiencies that frustrate Pete. “At Zuant, we’re at the front line. We’re capturing leads at tradeshows and all those other channels that generate leads. Yet many of our clients still take our data and download it in spreadsheets. You can’t believe it. We can hook up to a CRM, but they say, ‘No, that’s another department. We don’t want to go there, it’s too complicated….'”
Pete’s advice is straightforward: “Don’t be afraid of CRM. It should be the beating heart of any company because that tells you where your customers are. It allows you to respond to new inquiries with information that tells you what they’re interested in, what’s their background, and how you’re going to connect with them properly. You’re literally flying blind if you don’t use your CRM properly.”
Finding Gold in Your Customer Database
One of Pete’s most valuable insights comes from his work with tradeshows and exhibitions. He’s identified consistent patterns in customer behavior that companies can leverage through proper CRM usage. “The people that turn up at your booth interested in your products, have the same ‘interest percentage’ time and time again,” Pete explains. “Five percent will be interested in your products now, but it’s almost too late because they’ve engaged your competitors, and you’re going to have to fight really hard to get that business. But the golden nuggets are the next 20%—the guys that are so professional, they’re researching the market before they actually need your products. They want to find out who the best providers are.”
This insight highlights a missed opportunity for many businesses. “The majority of companies do not have this activated on their CRM where they can go back to this gold. It’s a huge market that’s just sleeping; ready. Why not activate it and talk to these people, engage with them without any sales pressure? Then when they’re ready, you’re going to be top of the list.”
Merging Technology with Human Connection
Looking toward emerging trends, Pete sees a continuing tension between data privacy concerns and enhanced customer experiences. “It comes back to that battle between marketing consents that most marketers are terrified of—therefore, the default is to assume that people don’t want their data stored—versus those that say, ‘I want my data to be stored.'” Pete believes most customers actually prefer personalized experiences. “If I go into that hotel, I want them to know my preferences—non-smoking, high up, double-bedded room, sea view, whatever your preferences are. Isn’t it nice when a company’s got that on their CRM and they can respond and say, ‘We’ve got the specification that you like?'”
Through decades of innovation and adaptation, Pete’s core message remains consistent: use technology to understand your customers better and create experiences that make them feel valued. The tools may have evolved from tear-off magazine forms to sophisticated digital platforms, but the fundamental goal remains unchanged—connecting businesses with customers in meaningful ways.
For more insights on revolutionizing your CRM strategy and enhancing customer experiences, connect with Pete Gillett on LinkedIn or visit his website.
