How to ensure your CRM system really performs
When evaluating CRM systems, the starting point is not choosing the software with the most features or lowest price, as any good marketer knows, says Patrick Rea or Sales Process Engineering. Marketo, Eloqua, Salesforce.com and others, excellent solutions that they are, are CRM automation tools – but what is the process you’re going to automate, and will it work?Unless your sales and marketing process matches how customers buy or want to buy, then your new CRM system will deliver poor results. So the starting point is to develop a sales and marketing strategy and process that works: to
