1. What are some of the differences in estimating the benefits for CRM investments versus determining the return on more traditional investment situations?
2. What are the different organizational structures that companies might use to manage relationships with customers?
3. Why have many manufacturers of fast-moving consumer goods (consumer packaged goods) implemented key account management (KAM) structures to manage their relationships with their major retail distribution partners? Why not organize their channel strategy around their brands - after all it is the brands that retailers wish to sell, not the holding company?