Unlocking CRM’s Value

4 November 2019

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Sales organizations began spending money on CRM more than two decades ago. Since then, CRM has anchored most firms’ sales technology investments. Yet a surprising number of companies, in fact a majority, struggle with CRM user adoption and with disappointing returns on their CRM investments. As our research discovered, for most firms CRM has simply not delivered on its promise of providing an integrated sales and customer operating system, let alone a transformative productivity tool.

Nevertheless, huge performance advantages accrue to those firms able to unlock CRM’s value, however small a minority they represent. This research identifies the specific implementation objectives common to these firms, suggesting an improvement path for firms stuck with under-performing CRM implementations.

Resources available on this research


Research First Look

Listen as we discuss our first look at recently concluded research. This webcast features initial research findings, expert commentary, and an interactive Q&A session with attendees.


Full Research Report

A comprehensive report of findings including executive summary, management recommendations, and detailed analysis.


Companion Exhibits

A comprehensive set of charts, tables, and exhibits from our research data, presented in PowerPoint slide format.


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