The C-Suite Should Engage With, Not Manage, a CRM

In this Community Summit North America 2022 moment, excerpted from the Education Sessions for the Dynamics 365 CE/CRM user group, Geoff Ables, Managing Partner, C5 Insight, describes the importance behind C-Suites remaining engaged with their CRM.


00:07 – The C-Suite must remain engaged in the CRM, but not completely delegate or take complete control over its management.

00:15 – Dynamics 365 CRM experiences more success when the CFO influences – not leads – the project in the ongoing planning implementation. A CRM is not necessarily a project as it continues to have its own storage and planning cycle. Members of the C-Suite can use CRM as a tool to be better leaders of a company.

01:33 – Another failure point of CRMs is when business leaders do not engage with the system. It is not enough for the C-Suite to subtly engage with the CRM and deem it as a “people’s tool.” They must remain fully engaged with the system to prevent it from failing.

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