Why CRM Fails
Published 1/20/2009
Author: Steve Snapp and Swain Scheps
Steve Snapp is a senior CRM consultant at ISM Inc. with over 15 years of sales and marketing experience in various industries. ISM helps clients successfully leverage CRM through leadership in strategy, business process requirements, technology selection, implementation and support. Swain Scheps is a technology professional based in Dallas. His latest book, "Business Intelligence for Dummies" (Wiley) came out in 2008.
Summary
You might hear that CRM is nothing more than the company rolodex. Or you might believe that CRM software starts and ends with a sales pipeline tool. If you fall for that, you might believe that making improvements on winning and managing customers is easy. In fact, it requires careful planning and buy in from key players in your company, starting in the corner offices and moving down the organizational chart from there.
In the real world, CRM is a system of interconnected elements comprising people, process and technology; any improvements to that system have to be carefully planned and executed. Fortunately, finding the right mixture of those three ingredients for your company is possible. The road is treacherous, but with the right approach, you can reach your destination. Are you ready to go?
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