The Big CRM Bottleneck and The Victims That Choke to Death in It

In case you're involved in CRM either as a user or a distributor (or I hope both), here is a white paper, "Why Naked CRM Systems Don't Work", which you might find valuable.

While CRM could be a powerful tool in the right hands, in most companies it's nothing more than a pain in the arse cost. Over the years CRM has become one of the most controversial technology solutions.

Is the concept to blame?

No. Not at all. So, then where is the bottleneck? Well, at the top of the bottle. Similarly, where is the CRM bottleneck? At the top of the organisation.

The technology is great but it not used properly. CRM requires the sales and marketing departments to work together. Instead, what you see in most technology companies is a constant was between the sales and marketing departments. Of course, they have high resistance to participate in a programme where their success can depend on another department.

And as a result of this antagonistic relationship, the CRM system the company has just spent the king's ransom id grossly underutilised.

In "Why Naked CRM Systems Don't Work", author Ardath Albee outlines some vital points on why most companies fail to get the biggest bang out of their CRM bucks.