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Making a Business Case for CRM

Building-business-case-crm-step1Title:   Step by Step Guide: Building a Business Case for CRM

Published by/Authors:  Workbooks CRM

Gated: Yes

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Length:  9 Pages


The authors make the case that advocates for a CRM system will get so involved in the process of choosing a system that they forget that the investment is significant enough to require board approval and for that a business case must be made.

“Very few Boards are going to simply wave it through; most will want to see a robust business case, based on rigorous research and presented with clarity. Fail to do this and your CRM project will never get off the ground.”

Slma-recommended-187The authors present ten essential steps to build a compelling case for CRM.

These are the steps Workbooks recommends:

Step I: Understand your desired business outcomes.  They say that typically there are four outcomes to consider.  Go here to see them.

Step 2: Look carefully at the organization today to work out what it needs to do or change.

Step 3: Understand the market context.  The smartest business decision is always made in context.

Step 4: Map thought the commercial benefits. Any accurate calculation must also include efficiency and productivity gains.

Step 5: Understand the costs. Good vendors will be willing to help you work these out.

Step 6: Calculate the Return on Investment. One criticism, they tell you to do it but don’t offer how to do it except through an example. 

Step 7: Define the budget.  Create your ROI multiple using a figure for the cost but once you have that multiple you may decide to scale it up or down.

Step 8: Future-Proof your Case.  They make the case that this investment should be viewed from a five-year perspective.  This means estimating future changes in the company and the marketplace.

Step 9: Focus on your strongest points.  Don’t overwhelm the audience with stats.  Make a case in threes, the three most compelling benefits.

Step 10: Identify and involve the Key Stakeholders.

 SLMA Comments:   

Whether or not you have to make a board presentation to spend the money, you will have to present it to the president and CFO to get the money for a CRM system.  But the justification goes beyond money as this ten-step process makes so abundantly clear.  This is an outline that every CMO and CRO should create to justify a new or change in the company’s CRM system.

While we only publish reviews on those subjects worth reading, in this case we doubly recommend reading and creating a business case for CRM (and Marketing Automation), before embarking on buying or replacing a CRM Software system.  Not only will you more thoughtfully approach your CRM purchase, but you will signal to senior management that marketing views major purchases from the same business angle that the CFO and company president use.  

Why it’s Important

 “Advocates for a CRM system will do well by approaching this software from a business perspective using the guide Building a Business Case for CRM.”

Recommended for: 

  • President
  • C-Level Folks
  • CFO
  • CSO
  • CMO
  • Marketing Operations
  • Product Management

Download Link 


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This review was conducted independently without the advice or consent of the publisher.  Of course, we only review those papers that are worth it for you to read, we leave the others to someone else.

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