Who "owns" CRM in your organization?

Hi all,

I've recently had some interesting conversations with customers about which team within an organization "owns" the CRM tool. As the CRM admin for his company, one customer I spoke with has actually reported into three different teams over the years - first IT, then Marketing, then Sales.

This got me thinking about other interactions I've had with customers and there is a pretty interesting mix of ownership when it comes to the CRM tool. I imagine that this ownership can also have a significant impact on how the tool is used. Fill us in on which team at your company "owns" the CRM by taking the poll below. I'd also love to hear in the comments what you feel the benefits/drawbacks are to the tool or your processes based on that ownership. 

Thanks!
Jana

Parents
  • The Company, should be the answer for just about everyone I would think.

    If the ownership is not shared then you start creating islands of information within the company, and you are missing the buy-in from those groups who don't "own it". To me buy-in and ownership go hand in hand, those who do not feel ownership will not buy-in to using the application the way it should be used.

    The whole point of Sugar is to create a comprehensive view of the customer so that everyone who touches the customer is aware of The Customer.

    I was actually surprised at the direction of splitting the product into Sell, Service and Market. Those cannot be separate from a business standpoint, why should they be separate from a technology standpoint?

    FrancescaS

Reply
  • The Company, should be the answer for just about everyone I would think.

    If the ownership is not shared then you start creating islands of information within the company, and you are missing the buy-in from those groups who don't "own it". To me buy-in and ownership go hand in hand, those who do not feel ownership will not buy-in to using the application the way it should be used.

    The whole point of Sugar is to create a comprehensive view of the customer so that everyone who touches the customer is aware of The Customer.

    I was actually surprised at the direction of splitting the product into Sell, Service and Market. Those cannot be separate from a business standpoint, why should they be separate from a technology standpoint?

    FrancescaS

Children
  • Hi Francesca,

    I agree! Everyone should have an interest in understanding and sharing information. I have always found it so interesting when I hear that the department responsible for designing the CRM doesn't use it themselves or that it is viewed as belonging to sales and it's "theirs". Providing great CX is a team sport so to speak, and it takes everyone working together to truly have the best outcomes. It is astounding how many touchpoints there can be with an individual as they go from being a prospect through the customer lifecycle. Without a central source of truth about those interactions so much can be lost, which provides a diminished experience for the customer. 

    Director, Customer Enablement | SugarCRM

  • Hi Jana,

    To achieve a Single Source Of Truth (SSoT) about Company-to-Customers collaboration in CRM, we suggest revealing core Sugar platform flexibility advantages by
    a) arranging a Timeline module in Sugar with TimeLine Viewer and
    b) setting up collecting key events on that Timeline - in necessary context and regardless of origination of the event

    Since SugarCRM uses Sugar internally too, it could be interesting to evaluate the benefits of the approach from a Sugar user perspective:
    youtu.be/Y7rShO-YNSY

    Best Regards,
    Dmytro Chupylka

    integroscrm.com
    We make work in Sugar CRM system faster, more convenient and efficient