At Mshow, executives decided on the second go-around Rodolphe Kirk, director of IT at CopperCom, says that unless the sales force buys into a CRM implementation, it will fail. Ogdon stresses that the company's failed CRM implementation made it easier to do research the second time. We should have done it the other way around. And he notes that salespeople are now required to use the system. Others who have run into problems with CRM projects stress the importance of focusing on the users throughout the process, letting them test different programs and creating an incentive plan to encourage use of a new CRM system.
Salespeople are nomads scouring the landscape.
When the word got out that Blockbuster was looking for campaign management software, a parade of vendors began to approach the Dallas-based company. As the stream of CRM vendors made their appearances and their pitches, those working on Blockbuster's project began to scratch their heads. Barclays Global Investors, the San Francisco-based asset management arm of Barclays, examined the top 15 vendors two years ago when looking to augment contact management capabilities for its sales force. They all wanted to walk us into multimillion-dollar software exercises. CRM consultants stress the importance of educating yourself before meeting with CRM vendors.