They say you must walk before you can run. It follows that you should crawl before you walk. In CRM, however, there are a lot of businesses that talk at great length about wanting to run even though they haven’t mastered crawling yet. They battle with the same old problems: adoption issues; technology decisions made before business needs are identified; lack of executive buy-in. If you want to extend the metaphor, CRM-wise, they’re not running, walking or crawling — they’re lying face-down, motionless, on the floor.
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