CRM: Art or Science?

Last month I asked you to tell me about your experiences with CRM successes and failures.

One reader said that sales is both art and science, and that CRM tools fail because they focus too much on the latter. He defines Science essentially as the management and marketing metrics portions of a CRM system. The art, in his words:

"The missing piece is that CRM fails to provide value and especially on the side of things where the sales artist needs them - how to understand and strengthen relationships, how to act on intuition, how to build trust and reputation with customers and prospects through networks and connections."

I both agree and disagree with this assessment.


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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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