A Success Model for CRM Integration

The key question for many of these business executives as they create their CRM strategy is; where will they gain strategic advantage if their competitors are implementing these same CRM applications? Many are quickly realizing that integration represents the key differentiator for CRM. Integrating their CRM application into the enterprise effectively leverages institutional knowledge of customers into actionable competitive advantage for their sales and service teams. Companies that can leverage their existing information assets better can turn CRM from a tactical project into a key strategic initiative.

What distinguishes the successful integration projects from those that have not delivered? Interestingly enough, the answer to this question is not complicated and is the inspiration for the CRM integration success model outlined in this paper.

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