An example of a map applied to a CRM project is given in
Figure 1. This shows the relationships between the primary
enabler, a customer database and sales processing system,
and the main benefits.
This diagram, which does not show the necessary business
changes, is essentially a benefits map. It is useful in the
early stages of the change lifecycle to describe a logical
set of realistic aspirations, and would normally be created
working right to left – that is, back from the end goal of
increased sales revenue.
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