VRM is a interesting turn-the-tables on CRM. Instead of shopping the Internets for the best bargain or deal on (to use this article’s example) a video camera … imagine instead tossing out a RFP to the Internets for a video camera system that interfaces seamlessly with an iMac for video editing. A VRM system would allow you to do that, and manage and compare the proposals returned by vendors. Marketing would boil down to competition on price and features and how well they fit the requirements.
Now, my buddy Doc Searls and a group of really smart folks have been working on this thing called VRM (stands for Vendor Relationship Management), which gets at solving the issue that I’m talking about. In basic terms, it puts the customer in charge of when the vendor can deliver messages.