What should a CRM strategy include?

A CRM strategy does not need to be a thirty-page document. It needs to answer four questions.

What should improve

Three to five specific outcomes, phrased so that someone can determine whether they have been achieved. This is the core of the strategy, and everything else follows from it.

Who owns it

One named person responsible for ensuring that the system evolves as part of their job. Not a steering committee, not a department.

How do you measure

Which metrics do you track, how often, and who reviews them? Without this, the benefits are merely claims.

What you should not do

The most overlooked part. Writing down what is out of scope for the first twelve months is what prevents the project from expanding until it grinds to a halt.