Three quarters of CRM projects that
do not deliver measurable return on invesent will have failed
due to poor business executive decision making not technology
limitations, according to new research from Gartner Group.
In a new report entitled "Building Business Benefits
From CRM: How to Design the Strategy, Processes and Architecture
to Succeed," Gartner examines the strategy, planning,
implementation, and supporting technologies and services required
to roll out CRM successfully.
The report argues that companies embarking on CRM projects
must understand the critical components of successful CRM
strategy development and implementation as around half of
them will fail to meet the expectations of senior management.
"In addition to delivering measurable results and
value, technology implementations must be aligned with strategic
goals," said Joe Galvin, vice president and research
director at Gartner. "Alignment among enterprise strategies,
business processes and applications of technology is often
missing in CRM initiatives. To improve the chances of project
success, focus on ensuring that technology implementations
are tied to specific business benefits and the delivery
of measurable ROI."