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10.27.08 Entellium Says Goodbye  By Bob SullivanThe software industry often expounds that you are 1st, 2nd or 3rd in your category or simply out of business. The question I pose is whether the announcement that Entellium, makers of Rave CRM, has closed its doors, is an early warning of more fallout to come in the CRM space. If you believe the numbers, that less than 20% of small and mid-size businesses are using CRM, you can understand the opportunity. Yet, potential users need to show caution in their selection of a CRM product and vendor. Another truism might be that the marketplace does not care about the "best technology". A CRM project must be approached as a blending of strategy, process and technology for sales, marketing and customer service. While selecting the right software that facilitates this blending is important, it is not the most important activity. Some pointers on the right way to approach CRM
A CRM implementation will have more chances of success if: • It is not considered a technology project • There are clear and documented step-by-step processes for how you go to market, how you sell and how you achieve customer loyalty • There is an implementation plan with clear, measurable, and phased objectives for each user group • Management takes the time to determine the real ROI for a CRM implementation and evaluates each phase against the established ROI for corrective actions • You don't get overwhelmed by the features of sophisticated systems. Evaluate systems based on the features that will help you reach your current goals, plus potential for additional capabilities • You consider hiring an expert for selecting and installing your solution and/or training if your company doesn't have the necessary skills or resources I cover all this, and much more, in an earlier posting "Building Customer Relationship - A Blueprint for Success" Comments About the Author: Bob Sullivan is President of InfoGrow Corporation, a national sales & marketing consultant and applications provider that enables clients to leverage information and technology for increased sales & marketing effectiveness. |
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