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How to measure CRM's ROI ? how to differentiate the results are of regular sales process or after using CRM ?
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3 Answers
I just wrote an article on Focus covering this exact topic:
http://www.focus.com/ugr/research/crm/how-measure-return-investment-roi-crm-s...
CRM is only part contributor to the success and growth upon implementation. It is the awareness of the tight business process and adherence to best practises and executive management support for the change. CRM implementation only provides guidelines and managed data access infrastructure. It is the overall commited change that ROI can be measured on.
CRM's are productivity tools -- not sales tools.
Before you even look for a CRM you should know the productivity of your team -- how many calls, presentations, closes, etc.
If you know this the reason you would seek a CRM is to improve it. The second reason would be the logistics of operating your organization most of which would translate into time issues for employees. If you solve these problems you should get more activity or more effective activity due to consistency.
These are the things a CRM will produce for you.
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