SiliconGrassland.com

In my years dealing with Customer Relationship Management (CRM) software, I’ve learned a lot about two highly connected, yet highly diverse areas of life: business and technology.

Naturally I started on the tech side. I came out of the tech field and viewed CRM primarily as technology geared to solve a set of defined requirements. This made my challenge as a CRM implementor simply to execute on the requirements doc.

One problem: there was never a solid requirements doc. Why? Because businesses don’t have a hardline set of rules for running themselves. It’s true: almost every business gets things done by doing them, not figuring out how they actually do things. Almost every business, including our own, is very dynamic and runs on loosly defined proceses.

However CRM runs totally opposite. CRM, in our case SugarCRM, runs on a hardline set of rules for executing tasks and managing information. CRM itself is designed to guarantee that sales, marketing,  customer services processes are run thoroughly and consistently.

Therein lies the issue. Dynamic businesses need defined processes. I have found that the greatest need today isn’t better CRM software or more of it, but instead a complimentary alignment of both systems. CRM must be designed to be loose enough to fit dynamic business. However it must be defined enough to complete business processes accurately and repeatedly.

In my quest to build great software platforms, I am forced to constantly rethink how software is implemented in businesses today. Often software people and business people think very differently, and translating both languages is always challenging. When I completely figure out how both work I’ll let you know