Most CRMs don't generate revenue according to managers

Less than a fifth (17 percent) of customer relationship managers believe their CRM is generating revenue. This is according to a new report by marketing technology company Wiraya, based on a poll of 500 CRM managers. Despite not having a great image, CRM is still perceived as a key business driver in a third of businesses. The problems, according to the report, lie in the fact that many lack a clear direction and customer insight to support their goals. Without these things, it’s hard to create direct business profitability. The report speaks about three levels of CRM maturity: Traditional, Adhoc… [Continue Reading]