WHY CRM PROJECTS FAIL?
Pick up almost any business, sales, or technical publication today and it is easy to see that the Customer Relationship Management (CRM) gold rush is on. In virtually every industry, companies who are focusing on optimizing their sales process are realizing the significant advantages of doing so. They are outselling their competitors by 50% or more, cutting their sell cycle time by as much as half, becoming more customer-oriented, working more effectively across inter-enterprise and intra-enterprise boundaries, and doing all this at a significantly lower cost. But all that glitters is not gold. While there are a number of well-documented CRM successes, we must confess that the majority of companies that begin a CRM initiative do not achieve these types of results. Sales-oriented process redesign is reengineering, make no mistake about that, and success is not a sure thing. The difference between success and failure of a CRM program is not divine intervention, but rather a result of the
