Does ROI still matter? It is always dangerous to write an obituary while the subject is still breathing but .... If we are not actually going to say ROI as a buying criterion in CRM is dead, then at least let us say that the nursing staff is a bit worried.
We say ROI matters, but our actions tell us something very different. When it is time for companies to show what is important by revealing where they invest their resources, ROI for CRM is pretty low on the priority list. In a report we published in November, more than 62 percent of those responding said they performed a baseline study before implementing CRM. You might ask why this is relevant but it is. You can't possibly perform ROI analysis if you don't know your starting point. What was heartening about the 62 percent is that it is 12 points higher than any previous analysis.
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