Quite likely, you are experiencing certain pain points—areas you feel that your company could improve upon—and these may be the catalyst for your interest in SCRM as a potential solution for these needs. Setting goals that will address these areas, documenting the steps that you will take to achieve them by writing each down, and then deciding how you will be able to determine whether each goal has been achieved are all key elements to successful goal setting. Of course, the most important element is action. Don't talk. Do.

For example, your sales manager may wish to ensure that all leads are being followed up on, that closing ratios are increased, that current customers are being called on with the necessary frequency, and that salespeople maintain an adequate activity level of prospecting. Your marketing and customer support staff and management will often have similar goals specific to their departments.

In regard to your expectations, some may be reasonable...