Chris Selland

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

More Blogs