CRM Deployment: Do You Need the Drill or the Hole?

By Bob Sullivan

May 1, 2015

I was hanging a picture in my home over the weekend and it got me thinking about the deployments of CRM systems. Yeah, I know, I need a life. You can just ask my wife.

However, one question kept coming up as I was pondering this: Would organizations be more successful when deploying CRM systems if they separated their goals or expected benefits from the CRM tool itself? CRM is just a tool – the drill, if you will. Managers don't want or care about another tool. They care about the benefits or results of using that tool – the hole – more customers, better customer retention and more transactions with customers. So the objective should not be to get really good at using CRM, but rather how to measure if we are meeting our expectations when using a CRM system. How well are we achieving the benefits of the hole?

Working from this mindset puts a completely different spin on how a company deploys a CRM system. First, as I just mentioned, you should have measurable expectations for why a CRM system is needed. "We need more or [...]

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