Why CRM Projects Fail and How to Make Them More Successful
Despite the growing need for Customer Relationship Management (CRM) systems within organizations, a 2017 report shared that around one third of all CRM projects fail, according to CIO Magazine. The primary reason for this is that companies used CRM systems for inspection — to report on progress, improve accuracy of forecasts, provide visibility, predict project delivery dates, and provide a range of other business intelligence — rather than creating improvement in the sales process. CRMs today serve a lot of departments, from executives in the C-suite, technology, marketing, finance, and, of course, sales. Because of this, the system can be spread thin, and training won’t be as hands on due to wanting the system to run immediately, and for simple purposes. If you want your CRM systems at its full potential and to increase your revenue, consider the following (recommended by consultant Scott Edinger):
- Re-think your CRM as a tool to increase revenue
- Integrate your marketing efforts with sales activity
- Managers provide coaching to improve, not reporting to inspect
