There’s always been a dichotomy between the promise of CRM and the reality of CRM. The promise is something like this: CRM can become the nucleus of your business, unifying sales, marketing and support around a shared set of data about your customers. Not only will it make your relationships with your customers better; it will make relationships among people in your company who connect with customers better. Here’s the reality: CRM purchases are made when businesses have difficulties in making their numbers, so they’re strongly driven by sales.
CRM software tools are more than 15 years old starting from the age of address books and Contact Managers. The issues that you are talking about points back to the old "CRM implementation crisis".
What do you say about the reasons of CRM implementation crisis ?
There are some practical issues you have touched above. Others are - Sales and Marketing people are not very tech savvy and they look for something simple with "All" kind of freedom in handling the data.
The moment an enterprise software implement comes into the picture, there comes restrictions and complications, ownership issues and controls. If a sales or Marketing person is given the responsibility to implement enterprise CRM - the implementation will be process centric, but, the technical people gets the responsibility and crisis starts - this is my observation.
Loading ...
The CRM Commodity Crisis: Escaping the SFA Mold
Posted by: Christopher J. Bucholtz September 20, 2013 05:00 AMThere’s always been a dichotomy between the promise of CRM and the reality of CRM. The promise is something like this: CRM can become the nucleus of your business, unifying sales, marketing and support around a shared set of data about your customers. Not only will it make your relationships with your customers better; it will make relationships among people in your company who connect with customers better. Here’s the reality: CRM purchases are made when businesses have difficulties in making their numbers, so they’re strongly driven by sales.
What do you say about the reasons of CRM implementation crisis ?
There are some practical issues you have touched above. Others are - Sales and Marketing people are not very tech savvy and they look for something simple with "All" kind of freedom in handling the data.
The moment an enterprise software implement comes into the picture, there comes restrictions and complications, ownership issues and controls. If a sales or Marketing person is given the responsibility to implement enterprise CRM - the implementation will be process centric, but, the technical people gets the responsibility and crisis starts - this is my observation.
Hope to hear yours.