People
Your CRM program will require a number of people from different parts of the organization playing different roles. Job titles and requirements will depend on the organization, but for most organizations, the following roles should be assigned for a successful CRM implementation.
Executive Sponsor
The executive sponsor is the senior executive who is ultimately accountable for the success of the CRM program within your organization and is responsible for the following:
- Securing necessary funding for the CRM program.
- Guiding the ongoing CRM roadmap development process to ensure that the roadmap is well aligned with the organization’s strategic goals. Roadmap development is described in detail in Chapter 3.
- Ensuring engagement at the executive ...
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