Overview

The problems that arise with a CRM initiative almost always can be attributed to inadequately addressing the complexities within the CRM strategy itself. A CRM initiative is a complex undertaking; due, in part, to a lack of inter-departmental coordination abilities, deficient change management capabilities, and a dearth of necessary skillsets for integration with existing IT infrastructure. It, therefore, may be necessary for the CRM team to partner with not only CRM vendors, but also with consultants and systems integrators to provide adequate technical support for the CRM initiative.

The first step in determining what partnerships are necessary is for the CRM team to define the risks, the mitigants, and the level of executive commitment. Next, the team must develop a road map for implementation and the value metrics for each step. This allows the CRM team to spell out delivery commitments, as well as, to measure and communicate goals and achievements.

Hiring a tech partner is like bringing in a trusted advisor or guide. Pick one who's familiar with the terrain, if the company is a manufacturer with legacy systems, find a partner with CRM experience in that environment. Choose one whom everyone working on the initiative feels some chemistry. Once onboard, the tech partner should be considered a key resource.

If the company has an existing working relationship with a tech partner outside the CRM initiative, then they may be the obvious choice to work with on the CRM project. However, don't saddle the CRM initiative with tech...