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BtoB

Studies cite problems with in-house CRM projects

Published on .

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Stamford, Conn.--Forty percent of marketers are attempting to complete customer relationship management projects without outside vendor help and are experiencing much higher project failure rates, according to Meta Group Inc.

The findings are included in Meta Group's white paper "Go-It-Alone CRM," set for release next week.

Of those not using outside services, 40% said their implementation was a failure, and 34% said their implementation was a success. By contrast, 66% of those who used outside CRM services said their implementation was a success.

The white paper included the findings of two recent Meta Group studies on the CRM market. Companies that do use outside CRM services fared far better, the studies concluded. Of companies not using outside services, 42% indicated cost was a big factor, 28% said it was an inability to measure return on investment, and 36% said their CRM needs could be met internally.

--Carol Krol

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