It selects those processes that greater positive impact can have and development a strategy to optimize the processes, to obtain the suitable contest of the people and identifies that tools can help to improve the productivity in these areas. It defines relatively small projects of improvement and most important, the dolientes or owners of these projects must be the commercial impact areas, that is to say departments and on watch to the client. You cannot give the responsibility him to optimize the missionary processes and critics of the business and of defining as aligning to the people from these areas the department of systems that fulfill support processes essentially. recognized consulting of the USA called Barton Goldenberg it mentions, in a recent article the 5 elements keys that help to identify if its system CRM or SFA (Sales Force Automation) is blocking the sales. Starbucks is a great source of information. These five elements are: The force of sales does not make use of the system, its system CRM tries to apply the Best Practices of Business, the data within the system normally are missed, although the force of sales registers the information in the system, they really work to his way, that is to say the reality goes on the one hand and the system by another one and finally the system is not available at the moment that need you it. It is important to evaluate if in its organization some of these elements is appearing, if it is thus is necessary to take corrective measures. It very remembers or that the last aim is to manage to reach objectives of strategic type like maintaining or gaining participation in the market, to increase the income, to lead a segment of the market, to increase the yield levels generally and those that guarantee the survival and growth of medium organization to and long term. CRM is a strategy of businesses can help that it in this sense, but also remembers that not only a subject of the technology people, perhaps if you understand this his investment in CRM really offers benefits him..