Dialing for Dollars: Merging Marketing and Technology for CRM Success

My previous two columns focused on how to make sure your Dynamics CRM project succeeds. After all, there are no gains at all from a failed system.

But once you have an implementation process that gives you a successful system, you want to see some great returns.

In this column I provide several innovative ways that two of my customers have used their CRM systems to obtain great returns. The technical term for their approaches? Way Cool. While you are reading these, think about a process you might want to implement in your own organization, because I have a great offer at the end of this column.


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About David Lee
Dr. David Lee is president and founder of Vertical Marketing, Inc., a CRM sales and consulting practice incorporated in 1987 with 5 offices world wide. Through VMI he has been involved in more than 1,000 CRM projects ranging in size from single users to thousands of users.
He has experience in all phases of the CRM life cycle including CRM baseline measurement and ROI analysis, sales process design, RFP development, system selection, system design and configuration, custom programming, Data cleaning and import, system integration, training and train-the-trainer, ongoing support, and rescuing faltering CRM projects.
Dr. Lee holds scores of CRM awards and certifications from customers, vendors and training organizations. He is personally certified on 7 CRM systems with separate certifications for specific modules and versions in many cases. He holds additional certifications and awards for countless third party applications. He is a Certified Sales Process Consultant and Certified Trainer.

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