Preventing CRM failures

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My presentation for the CRM Evolution 2009 conference, held in NYC on August 24, 2009. Although the slides are mostly graphics, you can get a clear sense of the logic by studying them.

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CRM IT Failures:An Ounce of Prevention

© Copyright 2009 Asuret Inc. All rights reserved.

Michael Krigsman is CEO of Asuret, Inc. anda prolific IT failures blogger on ZDNet. Twitter: @mkrigsman

Web: http://asuret.comBlog: http://blogs.zdnet.com/projectfailures

Email: mkrigsman@asuret.comVoice: (617) 905-5950

© Copyright 2009 Asuret Inc. All rights reserved.

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© Copyright 2009 Asuret Inc. All rights reserved.

Failure? Not me.

© Copyright 2009 Asuret Inc. All rights reserved.

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CRM failure rates Gartner 2001: 50% Butler Group 2002: 70% Selling Power, CSO Forum 2002: 69.3% AMR Research 2005: 18% AMR Research 2006: 31% AMR Research 2007: 29% Forrester Research 2009: 47%

“That’s the IT Department’sproblem, not mine.”

So What?

NightmareS c e n a r i o

Levis can’t fill ordersfor one week =98% decline in profits

© Copyright 2009 Asuret Inc. All rights reserved. Image © LS&CO

Understanding failure

© Copyright 2009 Asuret Inc. All rights reserved.

PM theories Failures persist despite PPM, ITIL, PMI, CMM, and

other methodologies Distortions: poor judgment, politics, silos,

and personal agendas Extreme case: “Successful” process / failed

outcome

“Processes alone are far from enough to coverthe complexity and human aspects of manylarge projects subject to multiple stakeholders,resource and ethical constraints.”

-- British Computer Society (June 2008)

© Copyright 2009 Asuret Inc. All rights reserved.

Devil’s Triangle Interlocking and conflicting agendas: Customer Consulting partner (system integrator) Technology vendor

Schizophrenic software vendors: Loyalties split between customers and integrators

Wacky system integrators: Vendor revenue vs. customer success

Confused buyers Silos and internal conflicts

© Copyright 2009 Asuret Inc. All rights reserved.

Cisco’s lesson:Adoption ain’t easy

© Copyright 2009 Asuret Inc. All rights reserved.

IT Project Success

Business Case

StakeholderInvolvement

Executive Sponsorship

Project Management

Change Management

Third-Party Relationships

Resource Availability

© Copyright 2009 Asuret Inc. All rights reserved.

Key Vulnerabilities

Rely on free flowing information?

© Copyright 2009 Asuret Inc. All rights reserved.

Failure? Not me.

Wisdom of Crowds

© Copyright 2009 Asuret Inc. All rights reserved.

Measure indirectlyto avoid bias

© Copyright 2009 Asuret Inc. All rights reserved.

Filter outemotion and politics

© Copyright 2009 Asuret Inc. All rights reserved.

Analyze Across Silos

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Social CRM

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2007 Today

© Copyright 2009 Asuret Inc. All rights reserved.

Forbes: “United shows how not to run your business”

© Copyright 2009 Asuret Inc. All rights reserved.

Thank you!Twitter: @mkrigsman

Web: http://asuret.comBlog: http://blogs.zdnet.com/projectfailures

Email: mkrigsman@asuret.comVoice: (617) 905-5950

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