Gearing Up for Second-Wave CRM: 3 Principles for Building the Right Foundation

Developing a CRM program built on what's trendy is like a fancy convertible with a busted engine — nice to look at, but still unusable. Don't let your CRM be a lemon; make sure everything works under the hood before picking out a vanity plate.

Scott Kostojohn is a director in West Monroe Partners' Customer Technology practice. Mazen Ghalayini is a director and the firm's practice lead for customer relationship management.