Type the words ‘Promise of CRM’ into Google and you’ll find that industry experts have been bemoaning CRM’s failure to deliver on its promises for more than a decade. And yet, properly implemented, CRM has more to offer than ever – particularly for sales and sales operations. So why have so many CRM implementations failed to deliver their anticipated benefits, and how can you ensure that whatever your previous experiences, your system achieves what you’ve always wanted it to?This whitepaper looks at the common flaws of CRM systems and how to navigate them, and also looks at the critical role of sales and data in achieving success.