Why CRM Software Investments Fail

Companies burn so much money on CRM software. In our experience working with B2B firms, we have seen how resistance from the sales team forced a company to shut down a majority of the modules and look for a replacement. One company couldn’t spec the software to its existing processes and let its contract expire. Another abandoned a project after two years of significant misalignments with its needs. So what went wrong, and how can other companies ensure they succeed with their software investments?

Why do CRM software attempts fail?

The reason is clear: The companies mentioned above tried to implement the software without clarifying their commercial strategy, processes, and needs. The long history of failures with CRM offers some insights into why this happens and how to avoid it. Originally started in order to grow the business, most CRM projects ended up creating an additional administrative burden that slowed down sales activities massively.…