Step 3: Gain Top Management Support and Commitment

Companies that successfully automate the customer-facing functions view the CRM systems more as a business tool than as a technological tool. Keep this in mind as you approach top management for support.

Top management commitment can be secured by demonstrating that automation does the following:

• Supports the business strategy— automation delivers the information required to make the key decisions which enable business strategy to be realized.

• Measurably impacts and improves results— this can be gauged according to both tangible and intangible benefits already described.

• Significantly reduces costs and thereby pays for itself over a specified time period.

Document your case for automation based on business impact.