Putting the R back in CRM
SEPTEMBER 28, 2016
I recently read an interesting article by Charlie Brown in the Harvard Business Review called, “Too Many Executives are Missing the Most Important Part of CRM.” Businesses often look at CRM as a sales tool with a goal of driving conversions. Of course, it does help with conversions, but the real purpose of CRM is to build relationships that result in conversions. This isn’t the fault of the technology or the CTO, who usually manages it.