The implementation of CRM causes high investment costs and therefore is a challenge for companies. However, the technology seeks to establish a better understanding of the customer and as a result to strongly increase the volume of sales. CRM not only is a software program but an orientation towards the customer. The present study is about the key success factors for implementing CRM in sales departments of B2B companies.

• Customer Relationship Management

• CRM

• Key Account Management

• Success Factors

• Sales

• CRM Implementation

• Vertriebsorganisation

• Einführung von CRM

Goran Krpan was born in 1986 in Kljuc, Bosnia-Herzegovina. He studied Global Sales and Marketing at the technical college Steyr and graduated in 2015 with the degree Master of Arts. Before he attended university the author made comprehensive practical experiences in various organisations for sales and distribution, as well as in other industries. The theme of this book is motivated by his occupations.