EnterpriseWizard White Paper Sample

Most CRM software is strongly focused on the sales department. It was designed by first observing what sales people do, then attempting to monitor, automate and measure these functions. Unfortunately, for most businesses, it does little to increase revenue.

The problem is that by focusing on the mechanics of the sales operation, such software implicitly assumes that the salesperson is the sole factor in making a sale and expects him or her to fight alone in an uphill battle against the customer's perception of the company, its products and its level of service. Most CRM software cannot even be used by other departments within the company, so it is hardly surprising that it does nothing to ensure that these departments meet the customer's needs and forge the kind of long-term relationships that lead to repeat sales.

Further, most CRM software was not even designed to make salespeople more productive, but rather to appeal to the manager who recommends its purchase.