CRM Fundamentals

CRM Fundamentals is a critical and comprehensive resource for executives and project leaders tasked with managing customer relationship management (CRM) initiatives. It provides an introduction to CRM and how it delivers value to organizations, and describes the process to build and execute a CRM roadmap successfully—including identifying goals, lining up the right people, planning projects, choosing software packages and consultants, managing the initial CRM implementation, and maintaining and evolving the program over time.

Written by senior CRM consultants, CRM Fundamentals includes plenty of detailed, useful advice to help you get the most value from your CRM investments and to avoid common pitfalls associated with CRM.

What you’ll learn

• The real issues surrounding implementation of CRM
• Processes, procedures and planning to make it work and on time
• An agile approach to creating a working CRM system
• Software and hardware suggestions for all levels of CRM implementation

Based on years of implementing CRM systems, the authors know the keys to success, the issues that can create problems and the steps needed to ensure the success of the project.

About the Authors

Scott Kostojohn acts as sales director and CRM architect for Madrona Solutions Group, a leading Seattle-based customer relations management consulting firm. Scott leverages his significant experience with various CRM platforms to support Madrona’s clients during complex implementations. Prior to joining Madrona, Scott worked for Microsoft in a variety of roles, including product strategy with the Microsoft Dynamics CRM product development team. Previously, he was a CRM consultant at Equarius (now EMC), helping clients around the country implement CRM software solutions. Scott holds a bachelor of science degree in mechanical engineering from Cornell University.

Brian Paulen co-founded Madrona Solutions Group in July 2005. He has overall responsibility for the firm's growing business and for managing client and partner relationships. Brian has extensive project and program management experience and is an expert in delivering strategic sales and marketing solutions on various platforms. Prior to founding Madrona, Brian directed the CRM practice at Slalom Consulting. Earlier, he was a member of the CRM team at Equarius (now EMC), working primarily with clients in the Pacific Northwest. His career began at Accenture (formerly Andersen Consulting), working out of its New York office. Brian holds bachelor of arts degrees in political science and international business from Lehigh University in Pennsylvania.

Mathew Johnson joined Madrona Solutions Group in 2007 and currently oversees its customer relations management (CRM) practice. He brings a deep understanding of CRM fundamentals and their application to the marketplace, and works with the rest of the leadership team to ensure that Madrona offers an exciting and challenging environment for its employees. Prior to joining Madrona, Mathew led and delivered business-process improvement and CRM initiatives for Acetta, often using the Microsoft Dynamics CRM and Salesforce.com product platforms. Before Acetta, he was a senior consultant at Onyx Software, implementing sales, marketing, and customer service solutions. Mathew holds degrees in business administration (information systems) and communications from the University of Washington.