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Three Do's and Don'ts.(advice for implementing customer relationship management, sales...

By Frook, John Evan
Publication: B to B
Date: Monday, January 14 2002

BtoB asked a group of experts to identify keys to success and failure among organizations that install sales force automation (SFA) and customer relationship management (CRM) systems. Here is their advice:

DO

* ``Make your system immediately useful to front-line users in sales,'' said Michael J. Stuart, managing partner of Compu-Sales Consulting, Ajax, Ont., Canada. Corporate strategists should ask salespeople not only what they need to do their jobs better but also what their customers demand.

* Keep branding in mind, said Rob Frankel, consultan

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