CRM Objectives and Opportunities

The objectives of any CRM project fall into two broad areas: enhancing effectiveness and improving efficiency. Effectiveness improvements focus on increasing the top line, whereas efficiency improvements streamline processes to reduce cycle times and costs.

Figure 13-5. CRM Risk: Implementation Failure.
General Reasons

  • The project objectives are fuzzy or continually changing.

  • CRM project managers are technology-focused and not business-focused.

  • Measurable business benefits are nonexistent or overestimated.

  • Costs and effort levels are severely underestimated.

Does Not Work

  • It's the first implementation of a new technology, and the pieces do not work at the scale needed in an actual implementation.

  • The effort needed is ...

Get The Complete Guide to Accelerating Sales Force Performance now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial