How about change management? CONDUIT is seeing companies use non-cash as way to drive utilization of new tools. New work processes like CRM and Sales Force Automation are great examples. Research suggests that SFA/CRM deployments have on average a failure rate that exceeds their success rate. And when they are successful they rarely reach levels of performance promised in business cases.

We are not here to pick on CRM or SFA systems. But they are good illustrations of why most change initiatives under perform. While they do not fall short in their strategic or technical aspects, they do fall short in their social facets. In short, their planners fail to provide the targeted constituencies with enough personal motivation to make the transition. In cases when communication/motivation or context is provided for early on, it is rarely continued. The majority of failed initiatives stem from a lack of sustained activity resulting in stalled momentum after rollout.