Best Practice Report

CRM Success Hinges On Effective Change Management

Continuous Improvement: The CRM Playbook

February 12th, 2021
With contributors:
Daniel Hong , Hailey Colin


There’s too much at stake for your CRM initiative to fail. Failure results in underutilized investment and unmet business objectives that can put your revenue and profitability at stake. CRM success depends on adoption, so driving adoption needs to be a top priority for any application development and delivery (AD&D) pro’s CRM initiative and getting there requires skills and resources to drive effective change management. This report defines the change management tactics that will make your project a success.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.