How to Select the Right CRM Tools
CRM Marketing Dtrategies Frequently End Up Being "Ready, Fire, Aim."
By Bob McKim
In the rush to be the first to get a CRM system up and running (because your CEO suggested it during a high-level conference or "the Street" hinted it would increase shareholder value), CRM marketing strategies frequently end up being "ready, fire, aim" instead of "ready, aim, fire."
Marketing and information technology managers scurry to trade shows to button-hole the CRM vendors, then wonder what went wrong when they didn't get the CRM results they expected. Following are the comments heard most frequently from companies that want to repair their current CRM systems: