Our key goal is to enhance and grow client relationships. Our primary CRM software objectives to support this strategic business objective include [insert your most strategic CRM objectives here].
Advice:
The more specificity here the better. Without clear objectives, the vendors recognize that you're buying decision can be manipulated. Some of the vendors with long-term interests also recognize your implementation is aimless and at-risk. Including clear CRM objectives permits understanding by the vendors and more relevant RFP responses for your evaluation team.
