CRM A Business Imperative for Companies during the Global Economic Downturn

Executive Summary

Navigating through turbulent times is never easy, but today’s economic conditions are more challenging than most companies have ever faced. The instinctive reaction is switch to defensive mode; cut all strategic projects and then wait until things improve. But retreating behind the bailey could actually prove to be more detrimental in the long term. These turbulent times present new opportunities for companies that invest wisely in information technologies. This whitepaper examines how Sage is working with small and medium sized businesses like yours today to help them protect and grow their revenues during the economic downturn through the use of Customer Relationship Management (CRM) software. CRM enables companies to: (1) deliver exceptional and personalised service consistently to their customers during these challenging times, (2) increase their customer revenue share through highly focussed business development programmes (3) extend the reach and effectiveness of new business programmes and (4) achieve significant cost savings and on-going productivity improvements.


The global economic downturn has been swift, sharp and widespread across all industries. And while the timeframe for recovery is debated on a daily basis, one certainty remains true: companies today face the toughest economic conditions in several generations. The next steps they take over the coming months will determine their very survival. Winners and losers will inevitably emerge, but perhaps separated by only the thinnest of margins.

The Challenge for Small and Mid-Sized Companies

The global downturn has brought about a dramatic increase in business failures over the last six months, and nowhere has this been more apparent than in the case of small and mid-sized businesses. Unlike bigger companies, where more cash on the balance sheet provides some degree of insulation, SMBs have seen a rapid decline in cash flow as a result of slowing customer demand and evaporating lines of credit.

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(Source : Sage CRM Solutions)