“culture eats strategy for breakfast, technology for lunch, and products for dinner, and soon thereafter everything else too.”
Bill Aulet is the managing director of the Martin Trust Center for MIT Entrepreneurship and a senior lecturer at the MIT Sloan School of Management. He is the author of the recently released book, Disciplined Entrepreneurship: 24 Steps to a Successful Startup.
I used to think corporate culture didn’t matter. Discussion of vision, mission and values was for people who couldn’t build product or sell it! We had work to do and this MBA BS was getting in the way!
And then my first company failed.
Cambridge Decision Dynamics did not fail because we didn’t have a great technology or a great product or customers. It failed as a sustainable, scalable organization because we had no meaningful purpose to create team unity to fight through the tough times. Now the company sits comfortably in a perpetual state of what I like to call “deep stealth mode.”
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Good summary of what CRM is all about, and the distinction between strategy and the technology.
The top reason that CRM technology initiatives fail is the misunderstanding that CRM is a technology.
Customer Relationship Management is not about technology, despite what CRM software providers might say. CRM is a business strategy comparable with product strategy (what you sell) and marketing strategy (how you go to market) and defines how your organisation will engage with customers.
- CRM is about customers and their experience.
- CRM is about the strategies and processes put in place to provide the desired customer experience.
- CRM is about ensuring that the desired processes are followed, often described as “user adoption”
To implement a successful CRM initiative requires hard decisions to be made. This is why Executive Commitment is often stated as the most important success factor.
Executive Commitment not just executive support.
CRM strategy needs to be developed with executive commitment, not just executive support. The organisation will need top leadership to be…
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Ranting about business issues