Anne Stanton and Herb Rubenstein

An organization must, at the outset of considering using a CRM system, decide whether the main goal of the CRM system is to guide future behavior of the employees of the organization to shape the future (increase sales, number of satisfied customers, number of new leads generated, reduced turnover of key sales personnel, etc.) or to predict future sales so that the company can position itself appropriately to meet the expected demand. For a CRM system to provide both types of services (predicting the future and helping shape the future) a huge undertaking must take place and one that understands that these two uses of CRM are separate. Using CRM in both of these ways at once, (predicting and shaping the future of sales for the organization) may even require separate, but integrated planning teams to pull off this type of “daily double.”

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