Building A Business Case For CRM
Building a business case is an essential step in any CRM procurement project, but it is all too often rushed, glossed over, or ignored altogether.
Typically CRM advocates within a business are keen to rush to the next stage of understanding the business’ requirements. They assess vendors, put together a shortlist, meet them all, compare and contrast features and benefits, make their recommendations to the Board, and are then disappointed when the business decides not to make the investment.
The reasons for their enthusiasm are understandable. They are advocates and as such they are already convinced of the need for a CRM system. Perhaps they have seen one in action in a previous role or have heard of the benefits in a media article or from someone they met at a conference. They just want to get on, select the best provider, and start making the company operate better.