Product Description

CRM Business Capability Model: CRM (Customer Relationship Management) – Functional Business Capability Model is a comprehensive, industry-agnostic, multi-purpose Customer Relationship Management functional area business capability model. CIO CRM business capability model spans all key areas of CRM and is a hierarchical decomposition of “What” CRM function does.

CRM Business Capability Model

What do I get?

  • A CRM Business Capability Model with 100 capabilities

    Formats :


    Presentation slides

    Word Processing document

CRM Transformation

Capability Management in a Box


Are you looking for more than a list of capabilities? Try our Capability Management in a Box. Or a capability management Spreadsheet. Learn more

Why do we need a CRM Business Capability Model?

The value of business capabilities is invaluable as they help bridge the gap between business and IT, help understand the essence of what a business does, and align development efforts to strategic priorities, which helps evolve and enhance capabilities.

Ideally, your firm should have a structured and well-defined enterprise business capability model, with CRM capability as an integral part. And furthermore, for the capability model to the actionable, it should be decomposed to a slightly granular level of capabilities (Level 3 or 4) for it to be actionable and to leverage in IT enablement projects.
One of the core functions of an enterprise is how it manages its sales and customers – Customer Relationship Management. In today’s highly competitive market, the Sales function and CRM capabilities have become ever more important. CIOPages CRM Business Capability model intends to capture the detailed view and a nuanced perspective of what CRM does. It includes the nuts and bolts function as well as emerging and value-add functions/capabilities.

The CRM (Customer Relationship Management) Business Capability Model will help provide a jumpstart to envision a future state, conduct gap analysis, identify capabilities which are needed/improved, and help focus efforts on capabilities that matter!

What’s a CRM Business Capability Model?

The CRM Business capability model is decomposed to a minimum of two levels across the spectrum of CRM Capabilities and many a time to levels 2 and three as well, depending on the granularity and modularity required.
The capability model is structurally sound, internally coherent and maintains principles of MECE (mutually exclusive and collectively exhaustive), for the most part.

CRM Business Capability Model – Level 1

CRM Strategy and Planning Sales Forecasting Lead Management
Opportunity Management Sales Management CRM Analytics and Reports.
FREE BONUS Deliverables
General Intro to Capability Modeling
Business Architecture Framework
Business Capability Profile Template
Capability Assessment Template - Criteria and Notes
Role and Responsibilities of Business Architecture Leader


  • As the CRM (Customer Relationship Management) – Functional Business Capability Model is a digital product; there are absolutely NO Returns.
  • Depending on your industry, the type of CRM functions and practices you have, and the scope of your transformation, some or all of the Capabilities may not be relevant to you.
  • If you are a consultant or a consulting company, there is a different pricing, license, and terms.
  • Sold on an as-is basis and with no warranties
  • This sale does not include implementation help or support. If you need professional services assistance, please contact us.
  • Please review our standard terms of service.

Need Customization Help?

Contact Us

What are Business Capabilities?

Business capabilities have been the foundational building blocks or Rosetta Stone for business and technology alignment. Business Capabilities describe “What” business does. Check here for a primer.

How should I use CRM Business Capability Model?

  • Understanding the essence of an enterprise and what it does.
  • Alignment between business and technology with a common language
  • Mapping to Applications/Services to understand the footprint and coverage
  • Creating a gap analysis between current state and future state based on Capability Maturity
  • Understanding business needs for IT enablement based on stable entities
  • Conducting vendor analysis using capabilities to compare apples and apples
  • Leveraging in M&A to compare capabilities and their maturity between two firms

But, our Company is unique – will it fit us?

Of course, every business is slightly different regarding some capabilities as well as how to operate. However, while there may be divergence at the edges, there is a lot of convergence at the core between most firms. The differences may be in the relative emphasis on the key value streams and absence or presence of specific capabilities and competencies based on your unique needs.

Last but not the least, we don’t expect our CRM Capability Model (or any other model in fact) to fit you 100%. We expect you to take this as a straw model or a base and a springboard to achieve the level customization and specificity you desire.

Not to toot our own horn, but if you need professional services help to tailor the model to your needs and capture your firm’s unique essence, we can help.

Contact Us for Advisory Service details.

When should we buy a Capability Model?

Anytime is a good time! However, there are always triggers which may necessitate a Capability Model.

  • Strategic review and revamp of CRM Strategy and Operations.
  • CRM Systems replacement or re-architecture
  • CRM process re-engineering.
  • CRM model development as a part of an enterprise capability map

But, we have a Business Capability Model already?

Well, in that case, either you can go with it, or if you require validation and cross-reference, you will still find our map valuable. After all, the price is less than the one-hour of time spent on the combined brain power assembled in the room.

What is my ROI?

The Value of Time Spent:

Typically, it takes a team of 5-7 to draft a Business Capability Model:

  • Product Manager
  • Business Architect
  • Enterprise Architect
  • CRM Functional Experts – 2 or 3 to represent the broad spectrum of CRM functional areas.

Now you can multiply the average hourly cost of the team and the hours spent, and you’ll get the story.

Opportunity Cost:

In addition to the time spent and the associated costs of drafting routine Capabilities, you also have an opportunity cost.
By quickly adding/deleting/modifying the base set of Business Capabilities, your team will have the luxury of spending the balance of your quality time in conceptualizing and crafting the unique and specific Capabilities, which capture the essence of your company and its CRM practices, principles and perspectives.
Of course, let’s not forget the “Day Job” each of the SMEs (subject matter experts) could be doing.


Instead of spending countless hours stretched across weeks or months, you can have a baseline of Capabilities in a couple of sittings. That helps you expedite and accelerate the transformation.