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Small Business CRM Intricacies

Customer Relationship Management software, or CRM, optimizes performance in the areas of sales and marketing.  This system allows a company to view its sales prospect activity, and presents an all-encompassing view of a company’s customer base.

Customer Relationship Management software, or CRM, optimizes performance in the areas of sales and marketing.  This system allows a company to view its sales prospect activity, and presents an all-encompassing view of a company’s customer base.


There are two clear reasons why CRM may disappoint

Often a CEO views the implementation as only a technology decision and NOT as an important business strategy.  In these cases, upper management neither takes part in the user requirements sessions, nor do they successfully communicate the parameters in which the ultimate goal will be achieved.  The key is getting the interested in the beginning and keeping them engaged throughout the process.

Also, companies install the software as soon as it comes out of the box, omitting:

Comprehensive Business Process Review to identify and improve a company’s existing processes

  • Procedures

  • Unique sales requirements

  • Data/reporting requirements results in the implementation of software that has not been adapted to the company’s needs.  


Without these steps, the sales and customer service divisions regard the CRM system as complicated and detrimental to their operations. They either disregard the system completely, or they attempt to create off-line programs, which ultimately leads to the entire CRM project failing.

For CRM to Work, Senior Management Must Be Proactive

Senior management must take a proactive role in the execution of the CRM program, and the transition of the project as a whole to guarantee that the company is evolving and succeeding. This type of “change management” is often more vital than the actual CRM software used.

The Process Takes Time

Methodical preparation, the primary and secondary objectives and requirements of the system are identified. Consequently, all applicable procedures, workflow, data and report requirements are organized and recorded.  Detailed documentation of these requirements and workflow is crucial in tailoring the software to optimally benefit the business.

Without taking the time to complete the groundwork, CRM will deliver substandard results, and a disappointing ROI.  This discourages those who spent time and resources on the project. Don’t allow your company to fall into the same mistakes. If your company started right out of the box and have encountered some of the issues discussed above …The Velos Group provides solutions for the CRM implementation and can get you back on track.  

Mark Friedman This email address is being protected from spambots. You need JavaScript enabled to view it.
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