The Shelfware Problem

Gartner anticipates that the customer relationship management (CRM) market will rise to $36 billion by just 2017. Yet despite that massive market, Forrester Research found that 49% of CRM projects fail. Yikes! That’s $18 billion down the drain. Why the waste? Lack of user adoption. Whether you’re in sales, marketing, IT, support, or the C-suite, if you’re somehow responsible for the adoption of CRM software at your organization, then this book is for you. Jump in to read about what adoption is and isn’t and how to do training. And get tips on how to focus on metrics that matter and achieve executive support for not just buying CRM software but truly adopting it. What’s in it for you? Aside from the glory and the admiration of your peers which traditionally accompanies work in the CRM field, you’ll also save your organization half its money, or better yet help it win the promised return on investment of a successful CRM implementation. It’ll be real and it’ll be fun. It might even be really fun.

Gartner anticipates that the customer relationship management (CRM) market will rise to $36 billion by just 2017. Yet despite that massive market, Forrester Research found that 49% of CRM projects fail. Yikes! That’s $18 billion down the drain. Why the waste? Lack of user adoption. Whether you’re in sales, marketing, IT, support, or the C-suite, if you’re somehow responsible for the adoption of CRM software at your organization, then this book is for you. Jump in to read about what adoption is and isn’t and how to do training. And get tips on how to focus on metrics that matter and achieve executive support for not just buying CRM software but truly adopting it. What’s in it for you? Aside from the glory and the admiration of your peers which traditionally accompanies work in the CRM field, you’ll also save your organization half its money, or better yet help it win the promised return on investment of a successful CRM implementation. It’ll be real and it’ll be fun. It might even be really fun.

Brandon Bruce is co-founder of Cirrus Insight, a bootstrapped software company in Knoxville, Tennessee and Irvine, California that was #41 on the Inc. 500 2016 list. Cirrus Insight is a sales communication platform built into Gmail, Outlook, and mobile, and deeply integrated with Salesforce. Cirrus Insight is used by leading sales teams at organizations like The Wall Street Journal, University of Michigan, and Change.org. Brandon was named Young Entrepreneur of the Year by the Knoxville Chamber of Commerce in 2016, and he was included in the 40 Under 40 for 2015 by the Knoxville Business Journal. Brandon enjoys cycling and once raced his bicycle across Death Valley as part of the Furnace Creek 508. He finished in 35 hours and 7 minutes.