preventing crm failures
DESCRIPTION
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.TRANSCRIPT
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: [email protected]: (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
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Analyze Across Silos
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Social CRM
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2007 Today
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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: [email protected]: (617) 905-5950