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CRM, Guitars And A Broken Lever


Archimedes of Syracuse, the noted Greek mathematician, philosopher, scientist and engineer is reported to have said, “Give me a place to stand and with a lever I will move the whole world.”

A lever is a tool, much like one’s CRM system and both require to be set up properly in order to gain maximum output. With a lever, it is much easier to move the fulcrum in order to quickly see an improvement in efficiency. With CRM, it is not quite so easy.

Too many times I have heard from companies saying that their CRM is just not working.

Once, I had a company tell me their CRM was useless which I was confident was untrue. This particular person was from Nashville, Music City, so I went out on a limb and asked if he played guitar. He replied he did indeed play. I asked him if he handed his favorite guitar to my then 10 year old daughter, asked her to play a song and if she couldn’t, would that mean the guitar was broken?

Fortunately, he chuckled and we set up a time to review their program.

To follow up on the guitar example, CRM requires on-going tuning and very often necessitates input from people other than the OFA (Overall Firm Administrator). A specific data need that seemed like a good idea at the time may, after six months of review, prove to be not so relevant.

Those vital reports that were part of the decision to invest in CRM may be delivering less than vital results due to missing data captures.

User participation may be an uphill battle because user benefits were not properly conveyed.

If your CRM is starting to resemble a guitar sitting on a stand in the corner, gathering dust…maybe it’s time to put on some fresh strings, take a lesson, move that fulcrum a bit and start playing in tune.

About the Author

Bobby Darnell is the founder and Principal of Construction Market Consultants, Inc., An Atlanta based management consulting group specializing in CRM, Business Development, Sales, Marketing as well as Executive Placement and Recruiting for the Architectural, Engineering and Construction industry.

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