How to find the right marketing automation solution

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The practice of numerous CRM projects repeatedly shows very similar success factors. Companies that use standard software and best practices quickly record significant improvements in process quality and business development. Companies also find that trusting in cloud applications from the outset would have been advisable in order to avoid high migration costs in the long term. In addition, early and structured knowledge building in IT and the specialist departments is extremely important in order to be able to support the modern applications. The key words here are workflow and configurability.

Modern CRM systems, for example, have a workflow component that allows IT or trained specialist users to configure new, individual workflows or adapt existing specialist processes so that no development activities are necessary. This is a major advantage of modern CRM applications, as it can significantly reduce the time to market for new products, for example.

Due to the central position of a CRM and the often broad user base, project coordination requires forward-looking and reliable planning, particularly of the development and review cycles. Proper timeboxing turkey consumer email list​ with forward-looking planning and preparation of the respective user groups and IT is essential. The challenges surrounding data sovereignty must also be resolved in advance. Last but not least, it should be noted that a higher investment in business analysis, i.e. in requirements gathering and definition, always pays off, as this leads to significantly fewer project delays in implementation. In addition, the provision of a technical project manager or chief product owner from a central application area is essential, as he or she can use his or her internal network and the corresponding decision-making powers to ensure that the project is successful as planned.

You can find more exciting topics from the adesso world in our previously published blog posts.



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Karsten Pralle has over 20 years of consulting experience in the implementation of projects in the insurance sector, with a focus on CRM sales software, tariffs and the management of development teams. In the last eight years in particular, his focus has been on the selection of CRM solutions on behalf of large organizations and their implementation.


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