Gartner Crm

Reaping Business Rewards
From CRM
From Charting the Vision to Measuring
the Benefits

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About Gartner
Gartner, Inc. is the leading provider of research and analysis on the global information technology industry. Gartner
serves more than 10,000 clients, including chief information officers and other senior IT executives in corporations andgovernment agencies, as well as technology companies and the investment community. The Company focuses on
delivering objective, in-depth analysis and actionable advice to enable clients to make more informed business and
technology decisions. The Company’s businesses consist of Gartner Intelligence, research and events for IT
professionals; Gartner Executive Programs, membership programs and peernetworking services; and Gartner
Consulting, customized engagements with a specific emphasis on outsourcing and IT management. Founded in
1979, Gartner is headquartered in Stamford, Connecticut, and has 3,700 associates, including more than 1,000
research analysts and consultants, in more than 75 locations worldwide. For more information, visit www.gartner.com.

About Gartner Press
Gartner Presspublishes books and reports on the intersection of business and technology. Leveraging the intellectual
capital of Gartner’s worldwide research analysts and consultants, our publications provide practical and visionary
thought leadership on today’s most compelling drivers of business growth. For more information, visit
www.gartnerpress.com/reports.

Reaping Business Rewards
From CRM
FromCharting the Vision to Measuring the Benefits

Content selection and editing: Ned Frey, Senior Business Technology Writer
Content development: Brian Lett, Business Technology Writer
Based on research content authored by the following Gartner analysts:
Whit Andrews, Alexa Bona, Steven Cain, Wendy Close, Kimberly Collins, Adam Daum, Robert Desisto, Beth
Eisenfeld, Joe Galvin, Dale Hagemeyer,Kathy Harris, Gareth Herschel, Frances Karamouzis, Esteban Kolsky, Debra
Logan, Michael Maoz, Scott Nelson, John Radcliffe, Adam Sarner, Kevin Strange, Ed Thompson, Brian Zrimsek

May 2004

ISBN 0-9741571-8-X
2004-CRMSPR
© 2004 Gartner, Inc. and/or its affiliates. All rights reserved. Reproduction of this publication in any form without prior written permission is
forbidden. The informationcontained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the
accuracy, completeness or adequacy of such information. Gartner shall have no liability for errors, omissions or inadequacies in the information
contained herein or for interpretations thereof. The reader assumes sole responsibility for the selection of these materials to achieveits intended
results. The opinions expressed herein are subject to change without notice.

The Gartner Strategic Planning Series
Gartner Strategic Planning Reports provide focused, in-depth guidance on topics of critical interest to today’s
business, IT and strategic-planning executives. Distilled from the latest analysis and advice offered in Gartner’s
extensive knowledge base of researchdocuments and resources — including Gartner conference presentations,
Research Notes and Strategic Analysis Reports — the Strategic Planning Series is designed to arm executives with
the knowledge they need to gain a competitive edge in today’s fast-paced, technology-driven business world.
For more information, visit www.gartnerpress.com/reports.

Gartner Strategic Planning Series StaffHeather Pemberton Levy, Vice President & Publisher
Edward Younker, Vice President, Editorial
Ned Frey, Editorial Director
Paulette Ryan, Marketing Director
Patty Ivan-Pal, Production Director and Layout Artist
Peter Amis and Robert Mango, Graphic Artists
Brian D. Miller, Cover Design

Contents
1.0

Introduction and Executive Overview ..................................................... 1...