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November 9, 2004  Volume 4, Issue 1408
Get The Facts …
CRM: Creating a Credible Business Case and Positioning It with the CEO
Part Two: Linking CRM with Organizational Direction

by Glen Petersen
An effective business case must link CRM with achieving organizational objectives; but this step is just the beginning. Credibility implies that the document clearly delineates assumptions regarding cause and effect plus the mechanism that will be used to assess results and declare success.
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