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What is the business case for CRM?
I'm a salesman and I really think our company could benefit from using a CRM system. Before I bring this up to my boss, I'd really like to have my bases covered. What is the business case for CRM?
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5 Answers
Is this for the sales force only, or are you looking for a business case for a comprehensive customer-centric implementation of a CRM initiative? If it's the former, I think operational efficiencies are about all you can expect.
The latter is a much bigger topic and we would have to go into your organizations specific customer-centric business strategy, if there is one. This in turn would require a realignment of process, from the outside in, to create better experiences for your customers. Then you can define specific work processes to be performed by humans and/or CRM software and tools. The tools support everything above them. They don't generate ROI on their own.
Basically, your business case can only derive from a strategic plan and the sales organization isn't strategic in that it's not the only customer touch point. This is a lengthy conversation and deserves more, but I can't write a book here :)
Mark,
My response was about CRM, not sales force automation (SFA). More specifically, it was about building a case through a strategic initiative, and not through software. So, I doubt it would help me but it may help someone who follows "software over strategy" as a business model.
Sorry Mike, In an effort to keep it brief, I dont think I fully explained the webinar. SFA is just a component of the complete, full function Maximizer CRM system. As Robert's original question said "I am a salesman" I thought the SFA part would be a natural starting point. Building a busines case for CRM will always involve the question - whats in it for the bottom line? This webinar addresses that issue very clearly. You could then incorporate what you learn from the webinar into a convincing business case. The Maximizer approach is, and always has been, that CRM is a organisation wide strategy - not just software (see our simple guide titled the Diamond Dozen to chosing & selecting a CRM http://www.max.co.uk/index.php/community/simple-crm-guides). The webinar focuses on the why and not the how. Having sourced and implemented several CRMs over the past 15 years while working for different companies I am a strong advocate to a strategic approach for maximum ROI.
Mike, the business case for CRM in itself is not about a system. It starts with understanding your customer base. As much as software sales reps, try to convert you to a IT solution, it starts with the 3 basic elements: people, process, technology. You have to ensure that your CRM software truly meets your requirements and fits your customer strategy. In addition it has to ensure that will deliver value to your staff on the ground. Further more the ROI is always hard to measure, but do speak with your collegaues and try to identify common ground for your company as a whole. Not only looking from a Front office perspective, but also how a customer of your company can benefit from a implemenation of CRM software as well. After all, this is your biggest business case: providing a better service to your customers.
Mike, this may just help you.
Maximizer CRM is running a free webinar on this subject. Titled "Building Sales Success through Customer Relationship Management".
For more information on the "The simple way to optimise your sales performance, productivity and profitability through CRM" webinar see http://www.max.co.uk/index.php/community/webinars/webinar.
Would be glad to see you there!
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