First Look

Publications

CRM Implementation: Effectiveness Issues and Insights

Abstract

Conceptually, customer relationship management (CRM) has been widely embraced by businesses. In practice, however, examples of success contrast with anecdotes where the diffusion of CRM into organizations continues to be a slow process and/or where CRM implementation outcomes have fallen short of expectations. Successful implementation depends on a number of factors such as fit between a firm's CRM strategy and programs and its broader marketing strategy, and intraorganizational and interorganizational cooperation and coordination among entities involved in implementation. Building on the results of a survey of the CRM-implementation-related experiences of 101 U.S.-based firms, in this article the authors identify factors associated with successful CRM implementation and advance directions for future research.

Old Hand or New Blood?

Abstract

Bill MacLeod, Fusilier's CEO, has to choose between two very different candidates for the top sales job: a veteran sales director who has excelled under the old order and a brash outsider who has experience selling solutions but doesn't know the industry. With an outside board director pressuring him to accelerate the pace of change, MacLeod ponders which candidate can best help the company make the transition. Fusilier's new solutions strategy has made the decision that much more difficult. Under this model, the company must revamp its incentives, training, and processes for deploying the sales force. Historically, compensation has been based largely on an individual rep's results, and sales training has focused on product features and cost-performance advantages, not on the business issues facing customers. Now salespeople need to understand, promote, and select from an entire portfolio of products and services offered both by Fusilier and its business partners. What's more, they need to collaborate with Professional Services, the new consulting unit whose mission is to jump-start the solutions-centric approach. Whom should MacLeod hire for the top sales job, and what should he do to put Fusilier back on a growth track?

Disrupting Gender, Revising Leadership

Abstract

In this chapter, we present a case study of men on two off-shore oil platforms—a workplace that has traditionally rewarded men for their masculine displays of bravado and their interactions centered on proving masculinity—in which such displays and interactions were notably absent. Although the company did not set out to change the traditional gendered patterns of roles, relations, and leadership, its self-conscious focus on increasing safety and effectiveness—which compelled workers to adopt a set of work practices that supported deep and ongoing learning—had the secondary consequence of disrupting and revising the hyper-masculine codes of behavior that were normal within the oil industry. We use this case to develop theory about how the operational and cultural conditions of an organization can disrupt conventional masculine interaction patterns and identity-construction processes by decoupling images of leadership/competence from idealized images of masculinity. We conclude that an organization's commitment to a set of work practices that are rooted in the real requirements of its work, rather than in stereotypical images of masculinity, may foster more effective leadership and may open leadership roles to women and to men who do not conform to stereotypical images of masculinity.