Study: CRM leaders not concentrating on ROI

05/20/2003 | Direct Marketing News

A study by the consulting firm BearingPoint found that 70% of executives in charge of customer relationship management are not setting goals for return on their investment. The study also found that only 6% identified ROI goals early in their CRM plans, and many didn't know what it is they should be measuring to gauge if an initiative was successful.

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