White Paper: More boardroom buy-in needed to increase CRM success

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A new White Paper focuses on the need for a top-down approach when rolling out CRM across an enterprise. The paper, entitled: Charting a Course for CRM Success in a Turbulent Economy, explains in business-focused language how to implement a successful CRM project on time and to budget.

There has been some negative publicity about the failure of CRM to meet initial goals and expectations. According to the White Paper, published by Onyx Software, this is because too many companies view CRM as a technology purchase, when it needs to be seen as a strategic business proposition.

CRM market expands
Despite this and the economic downturn, recent research from Gartner Group indicates that the market for CRM applications will expand by 30% to 35% this year alone. This growth will be fuelled by demand for CRM as a vehicle to generate extra revenues and keep existing customers happy.

An essential read
“When times are tight, there’s a temptation to put even business-critical projects on hold,” said Dennis Allan, vice-president for European operations at Onyx Software.

“However, in today’s environment, you can’t expect customer contentment without CRM to power your marketing, sales, and service processes. The core message we want to get across is that technology on its own does not guarantee success – you must first line up your vision, strategy and processes.

“Regardless of which vendor you do business with, this White Paper is an essential read for everyone from the boardroom down.”

Onyx Software
Onyx Software is a global supplier of CRM enterprise applications that connect sales, marketing and service organisations with customers, prospects and partners. Onyx Software operates worldwide, supporting companies such as American Express, Cognos, Commerce One, Credit Suisse, Ericsson, Swiss Life, Colgate and ntl Group.

For a copy of the White Paper, go to: White Paper


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