Today, we’ll discuss a series of AMS TV episodes that focus on making the business case for CRM. Whether you’re considering CRM or need to present a convincing business case to senior management, there are several reasons to explore. You might think it’s too expensive, have concerns about adoption, or have heard CRM horror stories. In this episode, we’ll address these challenges.

It’s no secret that many CRM projects fail, as you can find from a quick Google search or popular press articles. Typically, two-thirds of CRM products fail due to a lack of buy-in from top-level and all employees. It’s crucial to have a clear and compelling reason for implementing a CRM system. Is it to drive sales growth, improve customer service, enhance marketing ROI, replace outdated systems, or enable remote access for field-based teams? These reasons must be clearly articulated and continuously considered throughout the project.

One common reason for failure is not aligning the project progress with the initial business case. Metrics and quantifiable goals, such as sales impact, time savings, and removal of legacy applications and associated licenses, should be established from the start. Keep the business case in mind throughout the project, referencing it to ensure alignment and regularly assessing progress. At the project’s end, evaluate if the intended goals were achieved.

To prevent CRM project failures, it’s crucial to work with a trusted partner during implementation and ensure proper training and induction. We’ll cover these topics in future episodes. The first step, however, is to be clear about the business case and the need for change. Measure the project’s success against predefined metrics throughout the journey.

By maintaining clarity on the business case and effectively measuring outcomes, you can prevent CRM projects from failing. Stay tuned for more insights in the upcoming episodes.