Change with impact

Customer Relationship Management (CRM)

Use CRM to increase the value of sales and marketing activities

Customer Relationship Management is more than a technical platform driven by IT. It is a strategic asset that involves the entire sales and marketing organisation.

Customer Relationship Management (CRM)

Managing the relations with current and future clients is often considered a technical issue – a matter of introducing the right CRM system to organise and synchronise customer service activities. But it is far more than that. As research consistently documents, successful CRM builds on a deep understanding of best practice within commercial processes – from sales and marketing to customer service.

Our approach to CRM is directed by five key principles:

  1. Think business before technology
  2. Link directly to commercial value
  3. Help sales and marketing people perform
  4. Engage people
  5. Use best practice 

Using these principles, we can help you increase the effectiveness of your sales and marketing efforts.

Are you also passionate about optimising the commercial functions? Then join our Commercial Excellence Forum.

Featured clients

Maersk Line
Global Sales Transformation
Maersk Line is fundamentally changing the conversation with its customers as a key enabler in producing top-tier performance in a tough market. Maersk Line divisions all over the world have already noted behavioural changes in key areas. Several improved business impact cases, where both customers and Maersk Line realised more value, have been documented.


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