204 ◾ Implementing SAP
®
CRM
Positioning leads to higher levels of revenue through increasing the size of the market, retain-
ing the rst-time customers, increasing the size of the wallet share, and so on. Positioning has to
do with factors such as
◾ Understanding customer needs
◾ Understanding competitor initiatives
◾ Determining the businesses’ nancial needs
◾ Conforming with legal and regulatory requirements
◾ Conforming with environmental constraints
e capability/capacity has to be aligned with the positioning or else it has to be changed to deliver
the positioning. Capability/capacity has to do with internal factors such as
◾ Key business processes
◾ Procedures and systems
◾ Competencies, skills, training, and education
e key is to have ...