CRM Is Inherently the Most Political of Enterprise Systems

By Ryan Ayers
Updated: September 30, 2011

CRM Is Inherently the Most Political of Enterprise Systems

Customer Relationship Management (CRM) solutions are undoubtedly among the most efficient and useful tools in today’s business arsenal, but inherent to the users involved in their execution, and the differing motivations of these users, is an aspect of political disagreement. Unlike many other business systems that deal solely with quantification and data, effective CRM systems require a certain degree of subjective thought when categorizing objects—and therein lies the potential for differing opinions.

CRM solutions depend on various aspects being categorized in order to provide relevant and helpful data. Terms such as “qualified leads” and “lost prospects” require that specific employees determine the current status of a potential customer and their viability as a “live” sales prospect. This categorization has very different impacts on employees in different departments of the organization, and may negatively affect perception of their performance and efficacy. Salespeople, for instance, would like to remove lost prospects from their pipelines to avoid a loss ratio and/or lingering open potential leads while others in the organization would like to retain the lost prospect data in order to learn from it and create more accurate forecasting.

This difference in the nuances of role for different employees can produce contentious situations when cataloguing different aspects (or objects) within a CRM system. These systems make sales tracking, forecasting, and long range planning much more effective for businesses of any size, but some attention or allowances may need to be made for the inherently political nature of a CRM solution.
  

Featured Research
  • Your Guide to Social Customer Service

    Did you know that 67% of online consumers have used social media for customer service purposes?Unfortunately, many businesses ignore social mentions because they don’t know how to handle them appropriately. This is a problem because managing and responding to these mentions can make or break your brand. more

  • A Guide to Selecting a Customer Portal for your CRM

    This whitepaper provides a guideline for selecting the right customer portal solution for your CRM by following a three-stage process. By comparing in-house and third party SaaS products, we examine present business and technical portal requirements, which are then mapped against the upfront and hidden costs for development and future scalability needs. more

  • Top Intelligent Tools That Every Sales Rep Should Have in 2017

    Explore how Artificial Intelligence (AI) makes it possible for salespeople to leverage the structured data in their day-to-day activities and enhance the communication with customers and prospects. more

  • The Social Intranet: A guide to getting better business results

    This whitepaper describes why the shift from a traditional to a social intranet is imperative to staying competitive, and analyzes the costs and benefits associated with implementing one. You will also find useful KPIs to measure performance and further leverage your intranet's success, raising employee engagement and boosting your competitive advantage. more

  • The New 2016 SMB CRM Comparison Guide

    Selecting a CRM system is not easy. That's why our CRM expert has compiled this new SMB CRM comparison guide to provide you with the information you need on the top 40 CRM software solutions available on the market. more