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CRM Fundamentals

  • Book
  • © 2011

Overview

Authors:
  1. Scott Kostojohn
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  2. Mathew Johnson
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  3. Brian Paulen
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  • Covers the complete CRM life cycle – from setting goals and determining a CRM roadmap, to software selection, to team organization, to initial implementation, to ongoing growth of the CRM program

  • Includes real-world advice from an experienced CRM consultant on best practices and potential issues

  • Provides the level of detail needed to actually execute a CRM program

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Table of contents (7 chapters)

  1. Front Matter

    Pages i-xiii
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  2. Introduction

    • Scott Kostojohn, Mathew Johnson, Brian Paulen
    Pages 1-10

  3. Components of CRM Success

    • Scott Kostojohn, Mathew Johnson, Brian Paulen
    Pages 11-47

  4. Building a CRM Roadmap

    • Scott Kostojohn, Mathew Johnson, Brian Paulen
    Pages 49-64

  5. Evaluating Software and Consultants

    • Scott Kostojohn, Mathew Johnson, Brian Paulen
    Pages 65-92

  6. Planning the Initial CRM Implementation

    • Scott Kostojohn, Mathew Johnson, Brian Paulen
    Pages 93-129

  7. Executing the Initial CRM Implementation

    • Scott Kostojohn, Mathew Johnson, Brian Paulen
    Pages 131-196

  8. Maintaining and Evolving CRM

    • Scott Kostojohn, Mathew Johnson, Brian Paulen
    Pages 197-224

  9. Back Matter

    Pages 225-232
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About this book

CRM Fundamentals is a critical and comprehensive resource for executives and project leaders tasked with managing customer relationship management (CRM) initiatives. It provides an introduction to CRM and how it delivers value to organizations, and describes the process to build and execute a CRM roadmap successfully—including identifying goals, lining up the right people, planning projects, choosing software packages and consultants, managing the initial CRM implementation, and maintaining and evolving the program over time.  

Written by  senior CRM consultants, CRM Fundamentals includes plenty of detailed, useful advice to help you get the most value from your CRM investments and to avoid common pitfalls associated with CRM.

About the authors

Scott Kostojohn acts as sales director and CRM architect for Madrona Solutions Group, a leading Seattle-based customer relations management consulting firm. Scott leverages his significant experience with various CRM platforms to support Madrona s clients during complex implementations. Prior to joining Madrona, Scott worked for Microsoft in a variety of roles, including product strategy with the Microsoft Dynamics CRM product development team. Previously, he was a CRM consultant at Equarius (now EMC), helping clients around the country implement CRM software solutions. Scott holds a bachelor of science degree in mechanical engineering from Cornell University.

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