Deriving the desired ROI from your CRM

Fiona Jackson believes CRM is a serious management tool, not merely marketing automation software.

Are Customer Relationship Management (CRM) systems good for contact management? Yes. Do they automate marketing? Certainly. Can they help business development? You bet. But to see them simply in those terms is to underestimate the power they offer to help organisations grow and prosper. While CRM system deployments are now commonplace in businesses, they are grossly under-utilised, which is perhaps why professional services organisations are unable to derive the desired ROI from their investment.

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