Gartner Research

Three Steps to Create a CRM Strategy

Published: 09 February 2010

ID: G00173261

Analyst(s): Ed Thompson


In this research, we provide guidance to help CRM managers develop a strategy that encompasses all facets critical to CRM success.

Table Of Contents
  • Overview
  • Introduction
  • Set the Destination
    • Agree on the Definition of CRM
    • Create the CRM Vision
    • CRM Objectives and Goals
    • Executive Leadership and Governance
  • Audit the Current Situation
    • Re-evaluate Past CRM Failures
    • Broaden the Inputs Into CRM Strategy
    • Assess the Strength of Customer Relationships
    • Discover What Customers Value Most
    • CRM Capability Assessment
  • Map the Journey
    • Aligning the CRM Strategy With Corporate Strategy
    • The Differences Between the Marketing Strategy and CRM Strategy
    • Segmentation and Customer Value
    • Segment-Based Resource Allocation
    • Brand Models
    • Scope: The Customer Life Cycle
    • CRM Goals and Objectives
    • CRM Metrics

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