Noetic conducted in-depth interviews with cross-functional teams spanning sales, services, partnerships, digital strategy, destination development, integrated brand, public relations, research, and executive leadership.

The assessment focused on

• Day-to-day CRM usage and workarounds
• Data quality, reporting reliability, and integration gaps
• User adoption, training, and governance practices
• Cross-department visibility and relationship management
• Readiness for future capabilities, including analytics and AI

All feedback was coded, analyzed, and synthesized into a structured qualitative read-out to separate perception from root cause and highlighting systemic versus team-specific opportunities for improvement.

Rather than producing a binary “replace vs. stay”answer, Noetic delivered a nuanced evaluation outlining

• Where the current CRM was delivering strong value
• Where organizational process and data practices were limiting ROI
• Where technology constraints posed long-term risk to scalability and innovation

This enabled leadership to make an informed decision grounded in evidence, not anecdote.

Once the decision was made to proceed with a CRM RFP,Noetic translated qualitative findings directly into functional and strategic requirements.

The RFP was designed to:

• Reflect real operational needs across departments
• Address data architecture, integrations, reporting, and governance
• Evaluate vendor ability to support future growth, AI readiness, and cross-department visibility
• Balance implementation risk, cost of ownership, and user adoption

Noetic supported the full vendor evaluation process, including:

• Response analysis and qualitative scoring
• Comparative assessments across strategic alignment, cost, implementation complexity, adoption risk, and data capability
• Executive-level summaries and risk-weighted recommendations to support leadership decision-making