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 Sales, Marketing & CRM Systems (October 2002) Summary
For some reason – perhaps to do with love of new technology and the temptation for salespeople to over-hype their products – otherwise sensible people put IT software through a kind of emotional mangle.
Along comes a new product and we fall in love with it. Then it lets us down and we become disillusioned. Eventually, we begin making sensible use of it, and are ready to move on to our next infatuation.
Sales, marketing and CRM systems are into the final stage of this strange process. Disillusion set in big time a year or two ago, amid many tales of implementation failures and unreturned investment. But we’re over that now and, as our market research article shows, people are showing some renewed faith in their CRM systems.
The projects may be smaller-scale but customers are the number one business priority: so CRM software will always remain important.
Along with our research, this issue also features advice articles from Cranfield, PwC, Compass, Xayce and other CRM specialist consultants.
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Conspectus 2002
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Copyright © 2002
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