What is the purpose of CRM? It depends who you ask.

Marketers want lists, activities, and intelligence. Fee earners want easy access to contacts and to be able to see who knows whom. Management wants to know if the firm is moving in the right direction at the right speed.

However, CRM must always be focused on serving the client. It should also be directly tied to the 2-3 things that absolutely, positively MUST go right for the organization this year. Only then will everyone take ownership of their role in the solution.

Read part 2 of the Building a Business Case for CRM series.

There will be many stakeholders and managers of CRM. The primary stakeholder should always be the client. The champion needs to be a member of the firm’s upper management. That champion is fighting to achieve the top 2-3 goals of the firm that would benefit the client.