Stories by Michael Gentle

CRM: Ready or not?

One of the biggest myths about CRM is the idea that any company can embrace it and expect results. Well, that's like thinking anyone can run a marathon. Depending on your physical readiness (in terms of weight, training and endurance), you could be months or years away from even entering, let alone completing, the race. Similarly, a minimum "organizational readiness rating" (in terms of customer, process and systems maturity) must be in place for CRM to happen successfully.