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CRM Business Case

Information Sources


Course Details

Marketing Planning
Product Management 1
Product Management 2
Strategic Analysis
Strategy Development
Valuing Marketing
Influencing the Business
Marketing Communications 1
Marketing Communications 2
Marketing Communications 3
Managing Marketing Assets
Build a CRM Business Case
CRM Planning & Selection
How to Implement CRM


How to Build a CRM Business Case

This is 2-day in-company course designed to provide you with a practical approach to developing a business case for a CRM project.

Learn how to:

  • Identify the benefits of improving customer relationships for your business
  • Link CRM project objectives to achieving success within your business
  • Define 'soft' and 'hard' CRM benefits
  • Identify the factors for and against successful CRM implementation
  • Define the potential return on investment from CRM

Who Should Attend:

Senior business managers and IT professionals involved in planning the design, implementation and use of a CRM system such as:

  • Sales, Marketing and Service Directors and Senior Managers
  • Heads of CRM
  • IT/ IS Directors
  • CRM Project Managers

Typical Course Outline

  • The Value of Customer Relationships Why companies need to develop better customer relationships
  • The Art of the Possible What can be achieved with the current CRM technologies
  • Business Drivers and Inhibitors Defining the forces favoring and opposing the implementation of CRM within your organization
  • Defining the Business Context What is the current situation of your business and what are its imperatives
  • Identifying Benefits Defining potential benefits that CRM can bring to your business
  • Developing Objectives and Metrics Turning generic benefits into specific, measurable goals
  • The Financial Case Techniques for calculating the financial return

If you would like to adapt this course for delivery in your own organisation or develop a customised training programme with Downes Strategic Marketing, contact us by email or phone  - +44 (0) 118 9813224.


DSM provides a range of in-company training courses as well as competency and training needs assessment services. Tailored training programmes are usually built from a menu of standard options and customised material. In-company courses can be cost effective for groups of 6 or more delegates, depending on the amount of customisation required. The info box on the left of this screen gives a list of sample courses.

Click here to see what our customers say about us.

For more information contact us by email or phone  - +44 (0) 118 9813224.

Consultancy Services

Consultancy projects are tailored to meet the requirements of each situation and client. The services we offer include:

  • Sales & marketing audits

  • Sales & marketing process assessment & redesign

  • Marketing planning

  • Marketing strategy assessment & design

  • Marketing competency assessment

  • Training needs analysis

  • Coaching & mentoring

Click here for further examples of consulting projects and here to see what our customers say about us.

For more information contact us by email or phone  - +44 (0) 118 9813224.


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