One other note here, that's been only implied: this will not work unless executive management is very clear about what they want CRM to do *for them.* How, exactly, will it make their customers happier? How, exactly, will it simplify their internal work? How, exactly, will it make their users happier?
I worked in the CRM world, mainly with Saleslogix (now Infor CRM), for nearly 20 years. I could NEVER get away from that truth. Nor from the truth that if the execs (owner or president) don't make all this very clear to the organization, it will not work.
Salesforce is a good product, and it is pricey. So, if they aren't getting the value they need to justify its price, then they need to be very clear about where that value would come from, and what it would realistically look like.
Sadly, CRM systems look really easy. They really do excite some people, but usually these are the people in the organization that won't have to use it. It also relates to the fact that in most organizations the operations and financial sides of the house completely underestimate the sales and service employees jobs, tasks, and how hard or easy they are.
If they won't spend the time to talk to Peter, or pay you a modest fee to help them understand their goals here, then don't get involved because it will not end well for you.