Why CRM Systems Fail
Beginning with a Harvard Business Review article (''Automation to Boost Sales and Marketing'') in 1989 by Moriarty and Swartz, successful implementations of sales force automation (SFA) systems have been widely reported. This article documented several successful implementations that provided a greater than 100 percent return on investment (ROI) within the first year of an SFA implementation.
A note of caution was sounded soon thereafter in a 1990 survey by The Conference Board, which found that ''half of all companies with operational sales automation systems reported serious shortcomings with their systems, and nearly half, if they could start over again, would choose a different vendor.'' This theme has been consistently ...
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