The Real-Time Enterprise

By Barton Goldenberg  |  Posted 2003-09-22 Print this article Print

Craig Conway is betting PeopleSoft's future on the real-time enterprise.

Craig Conway is betting PeopleSofts future on the real-time enterprise. So, too, is TIBCOs Vivek Ranadive. Microsoft has spent millions establishing its RTE initiative, called Agile Business. Siebel is pushing forward with its impressive RTE offering, called Universal Application Network. Recent advances in real-time analytics from companies such as Teradata are adding fuel to the RTE fire. Leading IT consultancies such as Gartner now track the RTE industry. In January, a Gartner survey found more than 20 percent of CIOs at Global 2000 enterprises cited RTE as one of their top-five investment areas.

Why have global leaders such as Amazon, Cisco, Dell, eBay, Federal Express, General Electric, U.S. Steel and Wal-Mart committed millions of dollars to build RTE capabilities? The RTE value proposition rests on reduced costs, operational excellence, enhanced productivity, better decision making, customer delight and loyalty, and sustainable competitive leadership. Heres an example of the RTE value proposition in action:

PJM Interconnection, a client of my company, ISM, is a regional transmission organization that plays a vital role in the U.S. electric system. PJM ensures the reliability of the largest centrally dispatched control area in North America by coordinating the movement of electricity in all or parts of Delaware, Maryland, New Jersey, Ohio, Pennsylvania, Virginia, West Virginia and the District of Columbia. PJMs members transact much of their business on PJMs Web site. Using online tools that provide real-time data about the electric system, PJM triggers the buying and selling of power among its members, arranges transmission service, schedules contract purchases, carries out business strategies and makes critical business decisions. The RTE business model lets PJM rapidly add new members and provide lower prices to customers.

In an RTE, a companys departments, suppliers, employees, partners and customers are linked via intranet and Internet, letting the companys information systems act like a 24-hour nerve center, instantly reporting key changes.

Improved business process tools have helped companies easily link supply-and-demand RTE processes. New integration tools have also helped.

Finally, there is one more RTE driver: the wireless revolution. With the wireless industry growing at an annual clip of more than 30 percent, it is only a matter of time before companies work in real time over wireless networks.

Barton Goldenberg is president and founder of ISM Inc., a strategic advisement company for customer relationship management and RTE. His book, "Creating the Real-Time Enterprise," will be published early next year. He can be reached at Free Spectrum is a forum for the IT community. Send your comments and submissions to

Barton Goldenberg Barton Goldenberg, president of ISM Inc., has established his Bethesda, Maryland-based company as premier Customer Relationship Management (CRM) and Real-Time Enterprise (RTE) strategic advisors, offering consulting and research services to Global 2000 companies, vendors and financial organizations. He founded ISM in 1985.

Goldenberg's foresight and vision to integrate sales, marketing, customer service, e-business, and business intelligence has been central to today's CRM industry success. He is now pioneering a new business model for the 21st century, which will be in his upcoming book, Creating the Real-Time Enterprise.

Goldenberg is co-chairman and co-founder of the CRM and RTE conferences and expositions sponsored by DCI Inc worldwide.

His bottom-line, results-oriented style has made him popular with chief executives around the world and has helped to make him a sought-after speaker and writer. In the United States, Europe, and Asia, Goldenberg conducts CRM and RTE management briefings and has helped companies worldwide successfully implement CRM. Clients include Abbey National, IBM, Lucent Technologies, AAA Mid-Atlantic, New York Stock Exchange, McGraw-Hill, Roche and Xerox.

Goldenberg is the author of CRM Automation (Prentice Hall, 2002 and 2003), which provides a step-by-step process for successfully implementing a CRM program, and the benchmark Guide to CRM Automation (now in its 12th edition), which features ISM's selection of the Top 30 software packages for the enterprise and the small and medium size business sectors. The Guide and CRM-related software reviews are featured online at

Goldenberg is a columnist for CRM Magazine and serves as a member of the Editorial Board. He contributes to eWeek and Sales and Marketing Management magazine, for which he also serves as an editorial advisor. He is often quoted in the media, including BusinessWeek, CIO, Computerworld, Information Week, and Selling Power.

In 1999, he was recognized by CRM Magazine as one of the 'Ten Most Influential People in Customer Relationship Management' for his leadership in galvanizing the CRM industry and his role in co-founding and co-chairing DCI's CRM conferences. In 2002, CRM Magazine awarded Goldenberg as one of the '20 Most Influential CRM Executives of the Year.'
Goldenberg is one of only three inductees into the newly-created CRM Hall of Fame presented by CRM Magazine at the August 2003 DCI CRM Conference in New York.

Prior to founding ISM, Mr. Goldenberg held senior management positions at the U.S. Department of State and Monsanto Europe S.A. He holds a B.Sc. (Economics) degree with honors from the Wharton School of Business and a M.Sc. (Economics) degree from the London School of Economics.

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