In business, as in life, the only constant is change. The problem is, changes in your environment generally don't translate to your enterprise business applications, including CRM. For many years, organizations have made considerable investments in CRM applications and techniques. However, the original vision for CRM has long been outdated and has not been updated to reflect current business conditions, as well as the advancing state of the technology.
 
Moving Targets
 
Senior management's initial goals for CRM involved objectives such as:

• automate sales processes;
• improve the sales cycle; and
• increase forecast accuracy rates.