Based on K&A's 25+ years of using, and helping clients implement Customer Relationship Management (CRM) system, K&A believes that most companies already own a CRM system but that over 80% of them are not satisfied with the ROI (return on investment) that they received from using their CSM system.

Here are the top 5 reasons that most companies experience such a low success rate using the CRM system, based on K&A's experiences:

1. The company made a decision to purchase, and implement, a CRM system without having defined their CRM requirements, defining their targeted CRM users, and defining their management goals, related to the project.
2. The CRM implementation proceeded without the right involvement of the sales management staff, and proceeded outside of the company's sales management system.  
3. The company either choose the wrong person (IT or marketing staff) to manage the implementation, or they choose the right person but this person had no prior meaningful experience using a CRM system.
4. The company has not defined the list of sales and marketing terms that are consistently used by its sales and marketing staff.
5. The company purchased the wrong system because it purchased the system without developing a good set of CRM requirements., and targeted CRM users. Many times the use of the CRM system by the company's outside sales staff is an after thought. 

See CRM Functions for the list of functions provided by many CRM systems.