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It's easy to get excited about CRM software. The technology provides ways to keep in better contact with existing customers, more effectively manage leads, measure results, and standardize business processes. But the software will not do this on its own!

A common mistake many organizations make is emphasizing technology over business processes and people. Simply buying the software, whether it is hosted or on-premise, does not ensure the hoped for results will actually be realized.

Prior to implementing CRM software, a business should have a healthy understanding of the business processes already in place and know what is currently working for their sales and customer service teams. By identifying the effective processes already in place, you will know how CRM needs to blend within your organization's unique structure. The CRM software is a tool to standardize your business processes and achieve measurable results. When you view the business processes and the people following them over CRM software, you are more likely to achieve success by the use of that software.

In fact, CRM should not be viewed as software at all. CRM aligns people, process, and technology. Without the people in your organization and established business processes driving its use, you are not likely to achieve measurable results from your software technology.

ISM provides a business case at no charge which includes help in identifying the effective business practices already in place and which processes may not be achieving the desired results. Help from outside of your organization can often provide the necessary insight vital to the effectiveness of your sales force and business processes.