In reviewing specific CRM projects over the years, one key factor you have seen is process workflow: Put simply, CRM is more often integrated into the tasks that inside sales reps perform than it is for tasks performed by field salespeople. Remember that technology is only an enabler for performance improvement. If your company has field salespeople, and your CRM investments have failed to produce significant gains in their performance, go see how their counterparts in inside sales are faring. Those inside sales reps may well know things about process workflow that you don't -- things you can learn from.
REALITY CHECK BY JIM DICKIE CRM on the Inside
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