Building a Successful CRM Business Case
Done properly, a strong CRM business case sets a plan in motion to secure adequate resources and funding needed for your entire CRM initiative, including the backbone of your CRM program — the customer database.
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A recent Association of National Advertisers/Booz Allen Hamilton (ANA/BAH) survey confirmed what Customer Communications Group (CCG) and its three decades of building CRM programs already knew: At more than half of all companies surveyed, marketing and the CEO agenda are not aligned.
And without significant commitment by C-level executives, your CRM program is destined to fail.
Successful CRM starts with a solid business case.
Done properly, a strong CRM business case sets a plan in motion to secure adequate resources and funding needed for your entire CRM initiative, including the backbone of your CRM program — the customer database.
The process of identifying, detailing and projecting the goals, benefits, risks and costs required as part of a business case may seem daunting. But CCG’s primer on the process and value of building a business case will put you on the right path toward your CRM vision.