As a practical matter, managers often adapt their sales and service tactics to the capabilities or limitations of the CRM software in place. Ideally, though, sales and service tactics should be formulated on a best practices basis, with the technology then put in place around those practices. No matter what stage of development a company's CRM program is in, it faces some form of decision opportunity to implement this type of thinking.

This white paper looks at three decision opportunities for CRM systems that companies face, and how to put tactics first in each case, and then match the CRM technology to those tactics.