Think of stakeholders for your CRM initiative as anyone interested in, or is impacted by (be it positive or negative) by the initiative. Identify, analyze and manage the stakeholders throughout the lifecycle. Treat it as an ongoing activity.
Why is it important to analyze and manage the stakeholders?
Each stakeholder has different level of power, influence, and authority. Understanding the equation stakeholders have is critical to managing them, as in how we communicate, engage the stakeholder through the project lifecycle.
A range of stakeholders exercise influence, positive or negative over the project and its results. Having a close relationship with and understanding their motivations is critical to the success of the project. You may affect a number of them when you simply don’t meet the project requirements; and some by meeting the requirements but find out after the fact that the requirements weren’t accurately capturing the stakeholder needs.