CRM Special Report: Rx for Success
Most marketers agree that participation of senior-level executives in an enterprise-wide CRM strategy is essential for success. It is the level of participation required that Chris Selland, managing director of Massachusetts-based research and consulting firm Reservoir Partners, set out to find in his white paper “CRM Leadership Strategies.”
Based on interviews with both mid-size and large companies, Selland offers five primary leadership tenets companies seeking CRM success must pursue.
1. Set the strategy. CRM strategy must be set at the corporate-level, with appropriate directives and clear measures. Determine how CRM aligns with overall business strategy. How and where CRM technologies best can be used to facilitate key business strategies must be communicated throughout the organization.
2. Choose the team, lead the team. While the creation of a CRM team may be useful, the leadership of it is more critical. User adoption drives success. Senior management can drive use of CRM by structuring compensation in accordance with user adoption.
3. (Re)define CRM. CRM is not an IT project. It is a corporate strategy for how you will treat customers and their information. As such, it must cut across organizational boundaries.
4. Keep cohesion. Decisions about customers should be made from an organizational, rather than departmental, perspective. Consistency is key.
5. Manage the financials. Focus on the economics of how companies manage their customers, not on the technology.
For more information, visit www.reservoirpartners.com