HARVARD BUSINESS REVIEW – CRM is an executive concern

Customer Relationship Management software is often hailed as a breakthrough for companies wishing to transform the way they connect with their network. But in practice, it’s often just another set of boxes to tick. To get real value out of CRM, it needs to be an executive concern, and part of a broader effort that values customers as a resource, not just an audience.

Too Many Executives are Missing the Most Important Part of CRM – hbr.org

Co-written with Charlie Brown, CEO & Founder of Context Partners