ROI: Building The CRM Business Case

Project justification is often viewed as a "right of passage" to get to the implementation phase. As such, justification and ROI analysis become a numbers game that hopefully will pass muster with the financial group. For CRM and e-Business initiatives, approaching ROI as something that must be done to proceed basis misses an opportunity to establish a necessary rallying point and places the initiative at risk of being a road kill statistic.

This book provides a framework for creating the necessary rallying point to bring the organization together in support of the initiative. Moreover, this book describes how to establish metrics so that your organization will be able to define success and understand what it must do to achieve it. The final chapter provides an outline for pulling together your business case.

As a reference, this book provides insight regarding the concept of ROI but more importantly it includes the following key references:

? Over 120 examples of how companies across many industries and size have successfully applied elements of CRM and e-Business and achieved measurable results.

? Over 700 performance metrics that are commonly used across functions and industries.

? A glossary of over 300 terms associated with CRM, e-Business, and ROI.

? Templates to assist the reader in organizing data and assumptions.

? A case study to use as a reference.

This book provides a complete framework to understand the nature of ROI calculations and to make it a pivotal part of a successful implementation. The book is based on Mr. Petersen?s extensive experience with strategic and operational planning and his consulting work in the CRM industry. The book is intended to provide the reader with sufficient insight to create a viable business case and justification for his or her project. However, the book is also meant to stimulate thought about the true nature of CRM and e-Business. As indicated above, the workbook also provides extensive reference material that should help the reader and his or her organization to effectively traverse the difficult waters of this technology and emerge on the other side with a clear success.  more