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Seven Steps For Successful CRM Implementation

Forbes Los Angeles Business Council
POST WRITTEN BY
Marc Emmer

Customer relationship management (CRM) software has a black eye. The mere mention of CRM can strike fear in a management team. We hear time and time again about failed implementations, money wasted and frustrated sales executives. It doesn’t have to be that way.

We are in the midst of a sea change in sales and marketing. Last year, our firm partnered in a study of over 1,300 business owners. When asked which new technology they would invest in this year, the top response was CRM.

Contemporary sales and marketing organizations utilize CRM as the hub of their activities, and those who don’t utilize software will be at a competitive disadvantage. That’s because CRMs facilitate timely, automated, targeted communications to customers and prospects in a way that improves sales productivity. Today’s CRM packages allow sales managers and executives to measure their pipeline and potentially predict future revenue in real time.

But the pain point with CRM has nothing to do with technology; it is entirely cultural. The inconvenient truth is that some salespeople simply don’t want to utilize any system that monitors their activity or that they perceive as wasting their time. To use such a system requires a disciplined approach that is lacking in many organizations.

Here are seven keys to utilizing CRM successfully.

1. Pick the right system.

So many failed implementations come down to fit. Many companies prematurely implemented the 800-pound gorilla (which will remain nameless here). They bought a system that was overengineered and were sadly disappointed by the outcome. Today’s CRMs are highly configurable, mobile-ready and inexpensive to implement. In fact, it may not be necessary to find one intended for your particular industry or sector. It will be worthy of your time to demo six or seven systems and check references before choosing one. Make sure you understand the nature of the licenses you are buying, including the ability to configure at no additional cost.

2. Map your sales and marketing process.

There is zero chance of optimizing a CRM without first mapping your processes step by step. CRM is an automation tool, and you can’t automate a process that doesn’t exist. There should be agreement on order, labels, best practices, etc. before deciding which software package to use.

3. Consider creating an end-to-end solution.

Many ancillary systems can integrate with a CRM system. Integrators used to focus on inventory and accounting, but today, companies are bundling project management, collaboration tools, web conferencing, email marketing and a plethora of tools that can enable even greater use of such a system.

4. Pick the right partners.

Many CRM providers certify integrators, which may or may not be necessary. If you do not have internal resources who have the technical acumen or time to manage such a project, you may need a partner to drive the process. Be clear on the roles of the vendor (and what role you will play in the deployment), as well as costs for extras such as training.

5. Get feedback early and often.

Similar to enterprise resource planning (ERP) tools, the biggest contributor to failed implementations is that users do not participate in the development of the solution that will serve them. Having a cross-functional team involved from the beginning is critical. This team should be part of an iterative process where systems and tools are tested for their effectiveness.

6. Develop a project plan.

Good implementation comes down to execution of a project with clear deliverables, champions and timelines. Having a focused project manager, buy-in from management and access to two or three super-users is critical. A phased approach often makes sense, where the first iteration of a solution has basic functions such as a contact database and access to documents. More sophisticated functions such as deployment of marketing automation can occur in subsequent phases.

7. Ensure you deploy a scalable solution that works.

Another deadly sin is that sales and marketing professionals sometimes fail to consider alignment with other technology initiatives. IT must be a partner in ensuring seamless data mitigation, systems integration and training. Leave the hard part (such as testing) in the hands of the professionals. Your life will be much easier if you have a structured process for cataloging bugs and fixes in a formal ticket system utilized by most IT organizations.

So, what makes an integration successful? The argument that must be won is that a good CRM will deliver the information salespeople need at the time they need it. CRM should save time, not waste it. To do that requires that your team deliver a solution that will provide tools salespeople may not have today, such as tickler emails, information on what data customers have viewed online and access to white papers, case studies and testimonials organized by product line or customer.

Having implemented a new solution in our practice last year, I can say with complete confidence that utilizing the right CRM can be a game-changer for your company.

Forbes Los Angeles Business Council is the foremost growth and networking organization for business owners in Greater Los Angeles. Do I qualify?