What are the benefits of a CRM project, and how are they measured?

Benefits that were not measured before implementation cannot be documented afterward. That is the most important sentence in a business case.

Time saved

Hours spent searching for information, entering data twice, or creating reports manually. Easy to measure: ask ten people how much time they spend before and after.

Better conversion

Percentage of leads that become customers, or sales opportunities that are won. This requires you to measure it today, even if only approximately.

Lower churn

Customers who leave because something fell through the cracks. The hardest to measure and often the biggest loss in monetary terms. Start by counting how many customers you lost last year and why.

Measure the baseline now

Spend a week measuring the current situation before the project starts. Without that, the benefits report will be little more than a claim, making it harder to secure approval for the next investment.