Once you have come such a long way on your CRM marathon, it’s only natural to start looking for the finish line. You deserve a medal – or at least some sort of reward or recognition for getting this far, if nothing more than some rest and the satisfaction that comes from a job well done.

Unfortunately, the problem with looking for the CRM finish line is your assumption that there actually is one. I hate to be the one to break it to you but the CRM marathon never ends. This is because CRM is not a project, an initiative or a rollout. It’s a fundamental change – and an improvement – in the way your firm manages and leverages its most important asset: its relationships.

But don’t be discouraged, this is good news. Because CRM never ends, you can pace yourself. Once initial milestones are achieved, you should begin to consider what the next priorities should be. There are also no set deadlines for implementing all the valuable features and functions. Instead you can focus on continuous improvement, achieving – and communicating – incremental successes. As your success in the CRM race continues, your system will become more and more ingrained in the daily workflow and culture of your firm.

When you look back on how far you have come, and each goal you have achieved along the way, you will realize that you have won the CRM marathon… without even breaking a sweat.