Step 8: Grow Your CRM System

One of the most important CRM implementation issues concerns growing your system. This means growing system functionality, beyond the initial rollout and the initial business functionality. A key factor for growing your system will be your ability to maintain enthusiasm for the system among its users, and to help users manage the changes that inevitably take place when applying technology to day-to-day business circumstances. From a management perspective, you will need to measure and demonstrate the system ROI and business impact if you are to receive continued system funding. Our experience with several hundred CRM-related system implementations worldwide over the past 17 years suggests that successful companies grow their CRM system using a phased, pragmatic approach.