Everand Logo

Welcome to Everand!

  • Discover millions of ebooks, audiobooks, and so much more with a free trial

    Only $11.99/month after trial. Cancel anytime.

    The Shelfware Problem: A Guide to CRM Adoption
    The Shelfware Problem: A Guide to CRM Adoption
    The Shelfware Problem: A Guide to CRM Adoption
    Ebook51 pages27 minutes

    The Shelfware Problem: A Guide to CRM Adoption

    By Brandon Bruce

    ()

    Read preview

    About this ebook

    Gartner anticipates that the customer relationship management (CRM) market will rise to $36 billion by just 2017. Yet despite that massive market, Forrester Research found that 49% of CRM projects fail. Yikes! That’s $18 billion down the drain. Why the waste? Lack of user adoption. Whether you’re in sales, marketing, IT, support, or the C-suite, if you’re somehow responsible for the adoption of CRM software at your organization, then this book is for you. Jump in to read about what adoption is and isn’t and how to do training. And get tips on how to focus on metrics that matter and achieve executive support for not just buying CRM software but truly adopting it. What’s in it for you? Aside from the glory and the admiration of your peers which traditionally accompanies work in the CRM field, you’ll also save your organization half its money, or better yet help it win the promised return on investment of a successful CRM implementation. It’ll be real and it’ll be fun. It might even be really fun.
    LanguageEnglish
    PublisherBookBaby
    Release dateJan 3, 2017
    ISBN9781483592800
    The Shelfware Problem: A Guide to CRM Adoption

    Related to The Shelfware Problem

    Related ebooks

    Sales & Selling For You

    View More
    View More

    Related podcast episodes

    Related articles

    • Article

      Journey

      Jul 1, 2021

      Journey
      6 min read

    • Article

      Q&A

      Jan 1, 2022

      You believe the time has come to bridge the ‘cultural gulf’ that exists within most organizations. Please explain. Historically, business leaders have had competencies in the physical domain — related to manufacturing and distributing products in an

      7 min read

    • Article

      Customer-centric From Its Core

      Sep 16, 2018

      What’s been the biggest change you have seen in your career? I think one of the biggest things I am seeing recently is data becoming more and more important in how businesses operate and how they deliver customer experiences. Even a few years ago whe

      2 min read

    • Article

      “The Process Of Designing, Testing, Prototyping And Perfecting Is Never Ending”

      Apr 6, 2023

      There are many things to do when starting a company. Find desk space, register the company, get a bank account, set up the website and all the other tasks that require different hats to be worn. If the idiom were reality, hatters and milliners would

      7 min read

    • Article

      The Roots of Entrepreneurial Success

      Jan 1, 2020

      You have been involved in start-ups for many years as a founder, co-founder and Chief Technology Officer. In your experience, does entrepreneurship demand specific traits, or can anyone with a great idea do it? I don’t subscribe to the idea that it t

      6 min read

    • Article

      Brain Trust

      May 15, 2019

      The $64,000 question! I would start with customer strategy rather than executional tactics, to determine what technology is actually required to make customers’ lives easier. You can’t ever know what the customer really wants unless you conduct resea

      4 min read

    • Article

      Navigating the New Normal

      Sep 1, 2020

      The global pandemic has changed the world in countless ways. You advise that business leaders approach ‘the new normal’ in three phases. Please explain. The first phase, which most organizations have already addressed, is to restart. This involves th

      8 min read

    • Article

      The Future Of Media

      Jul 7, 2019

      It’s quite confronting being forced to think five years in the future let alone what might not even be around in that time. A quick glimpse into the future is both exciting and terrifying all at once. I think the biggest things that will suffer/impro

      7 min read

    • Article

      The Era of Human + Machine Innovation

      Jan 1, 2019

      Interview by Karen Christensen In today's environment, organizations that don't keep up with customers' evolving needs are doomed. What is the best way to get a handle on these evolving needs? The first step in understanding your customers is to acce

      5 min read

    • Article

      Charting A New Path for Your Organization: The 4Ps

      Sep 1, 2020

      WHERE DO WE GO FROM HERE? That is the question being asked by just about everyone, everywhere. With the onset of the COVID-19 pandemic, business priorities immediately shifted from ‘how will we grow?’ to ‘how will we survive?’ As our medical and gove

      6 min read

    • Article

      Louis Camassa

      Oct 30, 2020

      Louis Camassa
      10 min read

    • Article

      Check, Please

      Apr 4, 2023

      Check, Please
      7 min read

    • Article

      8 Side Hustles to Consider This Summer 2021

      Jun 24, 2021

      “Side Hustle” has become quite the buzzword as of late. Granted, people have had a lot of time in the last year and a half to sit inside, potentially sidelined from their 9-to-5 due to the pandemic. This time and freedom have helped people turn their

      6 min read

    • Article

      Keep Some Old, Add Some New

      Jul 6, 2021

      Keep Some Old, Add Some New
      2 min read

    • Article

      The Truth About OK Leadership

      Jul 11, 2019

      It’s easy to pick out truly bad examples of leadership. In every organisation you may be part of – from the parent-teacher cooperative to the leaders of nations – there are inept leaders who seem to have cajoled or manipulated their way into their ro

      4 min read

    • Article

      Q&A

      May 1, 2023

      Describe the capability that companies like Netflix, UPS, Amazon and Caesars Entertainment have in common. These are all leading firms in their industries with respect to leveraging analytics as a source of competitive advantage. We now have so much

      7 min read

    • Article

      The First 90 Days

      Feb 1, 2018

      The First 90 Days
      14 min read

    • Article

      Data Deserves Dialogue

      Jul 15, 2020

      Data Deserves Dialogue
      2 min read

    • Article

      7 Home Businesses You Can Launch in 2021

      Mar 25, 2021

      If you're considering starting your own business in 2021, you're in good company. Many people are looking to pivot and try something new in light of the recent economic climate. Self-employment can be a great way to design your working style and deve

      6 min read

    Related categories

    Reviews for The Shelfware Problem

    0 ratings

    0 ratings0 reviews

    What did you think?

    Tap to rate

    Review must be at least 10 words

      Book preview

      The Shelfware Problem - Brandon Bruce

      Author

      $18 Billion Down the Drain – or Why Adoption Matters

      The business world is waking up to the problem of adoption in part because more and more people are blowing the whistle on the waste.

      Nancy Nardin, President of Smart Selling Tools, wrote a provocative post awhile back called The $12 Billion #CRM Debacle. The title grabbed my attention, and I quickly saw it wasn’t just clickbait when Nardin dropped these statistics: Salespeople spend only 35% of their time selling (via CSO Insights). Decision-makers are mostly finished (57%) with their buying process before they contact a vendor (via Forrester Research).

      Gartner anticipates that the customer relationship management (CRM) market will rise to $36 billion by just 2017. Yet despite that massive market, Forrester Research found that 49% of CRM projects fail.

      CSO Insights found that of companies that push through a CRM software implementation, less than 40% of organizations achieve full scale end-user adoption.

      ADOPTION IS A BIG PROBLEM, A $18,000,000,000 PROBLEM. AND THAT’S JUST CRM SOFTWARE.

      Less than 40%!

      If your company can afford to flip a coin on whether your team will, in fact, use the software you bought, go ahead and stop reading. Keep reading if you want some tips on beating those odds.

      This guide is part of our effort at Cirrus Insight to better understand the causes of low adoption rates, clue you in on some of the best (and worst) practices of software adoption, and help you beat the shelfware problem.

      Try this:

      Call Accounting. Call the finance department or CFO. Figure out how much your company spent on the software solution that people are supposed to use. Divide that number by two. Send it to your CEO. Ask for help from the top.

      What We Mean by Adoption

      Software adoption is a big topic. Many people with many agendas want to have a say.

      Unfortunately, not all of those opinions are easy to understand. Do a quick Google search for software adoption, and you’ll soon discover that most of the writing and literature on the subject is dense, esoteric, and forgettable.

      Obscure terminology and technical jargon often fail to touch the real needs and real goals. So let’s start with some plain English, particularly a definition of adoption that doesn’t require a Ph.D. in Linguistics.

      Adoption is

      Enjoying the preview?
      Page 1 of 1