CRM projects often fail due to a lack of strategy

The software has been implemented, the budget invested - and yet the team is only using the CRM system half-heartedly. A scenario that many entrepreneurs are familiar with. The new e-book «CRM Practice 2026» from Sellmore shows on 130 pages why CRM projects fail and provides concrete solutions for successful digitalization in customer management.

Lack of strategy instead of lack of technology

«Officially, there is a CRM, but the sales department keeps its own tables in parallel. The »real' information is stored there, while the CRM is only filled sporadically - often only when management asks for it," explains Markus Grutzeck, Head of Marketing at Sellmore. The problem: without clear goals, well thought-out processes and consistent change management, any software investment will fall flat.

Practical knowledge for successful CRM implementation

The e-book covers all relevant aspects of successful CRM projects - from planning to ongoing operation. Strategic principles show how companies can use CRM as a growth driver rather than an IT project. A well-founded requirements analysis helps to avoid typical mistakes and find the right software. The topic of change management shows how acceptance can be created within the team and how resistance can be overcome.

Artificial intelligence is covered with specific application scenarios for process automation and data quality. Integration explains how CRM works together with existing systems such as ERP, e-commerce and marketing. International projects with cross-location CRM projects are also discussed.

Industry-neutral and directly implementable

The articles are written by 13 CRM practitioners with experience from over 600 projects in a wide range of industries and company sizes. Instead of theoretical concepts, readers receive concrete checklists, evaluation matrices and implementation plans - tried and tested in practice and ready for immediate use. The more than 100-page e-book is rounded off with comprehensive checklists for project preparation and implementation.

With over 40 employees, Sellmore is one of the leading vendor-neutral CRM consultancies in Germany. The portfolio includes process consulting, system integration and ongoing support - independent, holistic and practical.

The e-book is available to download free of charge: https://www.sellmore.de/crm-wissen/whitepaper.php?p=crm-praxis-2026