In the previous section, we looked at the different components of the basic CRM applications, and identified a number of reasons why those applications might need to be customized for your business. In this section, we look at your business itself, and examine it for reasons why your CRM might need to be tuned to suit it perfectly.
Businesses vary widely in their fundamental nature. Who do they sell to, and how? What do they sell—a product or a service—and how expensive is it? Where is the business itself located, and does it have multiple locations? Let’s look at some of these distinguishing characteristics of a business, and see how they affect the CRM needs of a business.