Lead or Languish: Why Microsoft Dynamics CRM Programs Require Top Management Leadership

by Dan Griffin, Channel Sales Director, Silverpop
published May 18, 2009
All successful CRM implementations have solid user adoption programs and business-ready CRM processes. Often overlooked, however, is the role of executive leadership and how C-level executives can play a vital role in selecting, executing, and continuing development of CRM programs.

Certainly you will not be able to attend every meeting discussing CRM needs or functionality, but there are three main areas where executives should lead during a CRM program.  You should take a strong role in building the CRM roadmap, putting the plan into action, and continuing CRM program development.  These areas correlate to the important aspects of a successful CRM program: selecting the correct CRM tool, implementing CRM with managed expectations focused on business processes, and continuing investment in your CRM program.

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About Dan Griffin

Dan is the Channel Sales Director for Silverpop. He is responsible for assisting the Microsoft Sales Team and Microsoft CRM Partner Community in driving revenue around the CoreMotives and Engage iCRM products. His current focus is driving Marketing Automation awareness through the Silverpop product suite leveraging Microsoft CRM.

Dan has 14 years of IT, sales and marketing experience. He has spent 13 of those years in a CRM consulting and professional services leadership capacity. Most recently, Dan was Director of Professional Services at Customer Effective. He has worked with enterprise organizations like Disney, BBA/Signature Flight Support, Pandora Jewelry, Raymond James, IBM and TradeStation Technologies shaping and executing their CRM roadmaps.

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