Fast Return on Investment (ROI) in CRM

Many CRM vendors today tout solutions that include everything from call centre support to marketing analytics to supply chain integration. Each of these can, no doubt, be important to any particular business. And, just as companies’ priorities change from business to business, so do their ways of measuring ROI vary. Put simply, it’s a matter of what’s important to each company, marketplace and management team.

For most small to mid-size businesses, revenue growth, sales effectiveness and customer loyalty are top priorities. The people most responsible for generating revenues and fostering customer loyalty are sales people. So, you’d expect CRM systems to be designed and implemented in such a way as to make the company’s sales people more effective. Right? Well, not always.

The truth is, many CRM efforts ignore sales people. In fact, of 100 companies with CRM implementations recently surveyed by AMR Research, only slightly more than a third included modules designed specifically to improve the effectiveness of their sales forces.

This report will cover how a wide range of CRM customers define ROI and the return they are achieving with their Sage CRM SalesLogix implementations. These are their real-world experiences, told as much as possible in their own words.