Gartner Research

The Eight Building Blocks of CRM: Strategy

Published: 28 March 2019

ID: G00384528

Analyst(s): Don Scheibenreif

Summary

A CRM strategy sets out the choices the organization is making to achieve its customer goals. It explains where the organization will play, how it will win and the capabilities it will prioritize to win. It provides application leaders with the how to match the why laid out in the CRM vision.

Table Of Contents
  • Key Challenges

Introduction

  • Questions to Ask About Your CRM Strategy Before You Begin

Analysis

  • Set Goals and Objectives by Customer Segment and Align Them With Corporate Objectives
  • Ensure the CRM Strategy Aligns With the Corporate Digital Strategy
  • Establish Metrics for the CRM Goals
  • Challenge CRM Processes to Ensure Alignment With the CRM Strategy, and Replace or Rebuild Them When Necessary
  • Communicate the CRM Strategy With Stakeholders to Align Their Expectations With Strategic Corporate Objectives

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