All too often, CRM is thought of as a product or tool, not a strategy. This mistaken assumption can lead companies astray. In this session, SugarCRM co-founder and vice president of products Clint Oram will provide a new framework for how companies should think about CRM. Based on years of experience working with companies of all sizes on CRM initiatives, Oram will distill the steps companies need to take to be successful in customer relations and how to avoid common pitfalls around CRM initiatives. At its heart, CRM is a strategy that demands a clear understanding of a company’s current state, and setting clear, quantifiable measurements for where they need to go.