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CRM Program Playbook

Our CRM Program Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and launch a CRM Program that meets your marketing objectives.

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CRM Program Playbook

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  1. CRM Program Playbook Follow this playbook to implement a CRM program that engages your customers, generates sales, and provides accurate reporting for your executives. CRM PROGRAM Playbook & Toolkit

  2. Table of Contents CRM PROGRAM Introduction 05 Conclusion 28 Framework 03 Maturity Model 04 About This Playbook 29 Prepare For CRM 08 12CRM Program Planning 16Select a CRM System 19Implement CRM System 23Roll Out the System 26Optimize CRM Program STAGE STAGE STAGE STAGE STAGE STAGE 1 2 3 4 5 6 Table of Contents CRM PROGRAM Introduction 05 Conclusion 28 Framework 03 Maturity Model 04 About This Playbook 29 Prepare For CRM 08 12CRM Program Planning 16Select a CRM System 19Implement CRM System 23Roll Out the System 26Optimize CRM Program STAGE STAGE STAGE STAGE STAGE STAGE 1 2 3 4 5 6

  3. Leverage the framework below to quickly empower your organization’s CRM program. CRM PROGRAM Framework OPTIMIZE6 Click the buttons below to access all related training, tools, templates, and other resources. Strategy ScorecardTraining Course Project ScheduleSolution Study Readiness Assessment Maturity Map Requirements Roadmap Are You Prepared for CRM Guide? CRM Administrator Job Description Business Case MarketingDataQuality BenchmarkReport Creating a Business Blog Guide Sales&MarketingData QualityWorkshop Lead Acquisition Model Vendor RFP Maturity Assessment Metrics Dashboard Sales & Marketing Alignment Tool Aligned Sales & Marketing Funnel Post Project Evaluation Customer Engagement Plan Importance of Social CRM Guide Project Charter Customer Marketing Benchmark Report Lead Qualification Process Diagram Vendor Matrix Social CRM Best Practices Guide Program Prioritization Tool Sales & Marketing Alignment Report Qualified Lead Definition Tool Vendor Evaluation Evaluating Hosted CRM Guide IMPLEMENT4 ROLL OUT51 PREPARE PLAN2 SELECT3 Leverage the framework below to quickly empower your organization’s CRM program. CRM PROGRAM Framework OPTIMIZE6 Click the buttons below to access all related training, tools, templates, and other resources. Strategy ScorecardTraining Course Project ScheduleSolution Study Readiness Assessment Maturity Map Requirements Roadmap Are You Prepared for CRM Guide? CRM Administrator Job Description Business Case MarketingDataQuality BenchmarkReport Creating a Business Blog Guide Sales&MarketingData QualityWorkshop Lead Acquisition Model Vendor RFP Maturity Assessment Metrics Dashboard Sales & Marketing Alignment Tool Aligned Sales & Marketing Funnel Post Project Evaluation Customer Engagement Plan Importance of Social CRM Guide Project Charter Customer Marketing Benchmark Report Lead Qualification Process Diagram Vendor Matrix Social CRM Best Practices Guide Program Prioritization Tool Sales & Marketing Alignment Report Qualified Lead Definition Tool Vendor Evaluation Evaluating Hosted CRM Guide IMPLEMENT4 ROLL OUT51 PREPARE PLAN2 SELECT3

  4. STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class No CRM System Reps Manage Opportunity Funnel in Excel or Not at All Lead Sources Are Unknown Sales Process Is Not Defined Success Metrics Are Unknown and Not Tracked Opportunity Win Rate Is Less than 10% Contact Database Used Reps Manage Opportunity Funnel in Contact Database but Reporting is Inaccurate Some Lead Sources Known Sales Process Defined but Not Mapped to Buying Process Success Metrics for Top Performing Reps Are Known Opportunity Win Rate Is 10-15% CRM System in Place Reps Manage Opportunity Funnel in CRM System Lead Sources at Mostly Known Sales Process Is Mapped to Buying Process and Opportunity Funnel in CRM Success Metrics Tracked Opportunity Win Rate Is 15%+ CRM System Integrated with Other Business Applications Opportunity Funnel is Accurate, Ability to Forecast Lead Source Tied to Sales to Determine Campaign ROI Sales Process is Repeatable and Measurable Success Metrics Are Managed Closely to Get Reps Performing Opportunity Win Rate is 20%+ CRM PROGRAM Maturity Model STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class No CRM System Reps Manage Opportunity Funnel in Excel or Not at All Lead Sources Are Unknown Sales Process Is Not Defined Success Metrics Are Unknown and Not Tracked Opportunity Win Rate Is Less than 10% Contact Database Used Reps Manage Opportunity Funnel in Contact Database but Reporting is Inaccurate Some Lead Sources Known Sales Process Defined but Not Mapped to Buying Process Success Metrics for Top Performing Reps Are Known Opportunity Win Rate Is 10-15% CRM System in Place Reps Manage Opportunity Funnel in CRM System Lead Sources at Mostly Known Sales Process Is Mapped to Buying Process and Opportunity Funnel in CRM Success Metrics Tracked Opportunity Win Rate Is 15%+ CRM System Integrated with Other Business Applications Opportunity Funnel is Accurate, Ability to Forecast Lead Source Tied to Sales to Determine Campaign ROI Sales Process is Repeatable and Measurable Success Metrics Are Managed Closely to Get Reps Performing Opportunity Win Rate is 20%+ CRM PROGRAM Maturity Model

  5. 5CRM PROGRAM 1 2 3 4 5 6 Introduction How to Use this Consulting Methodology This playbook consists of six stages, each with a description, steps, and action items. Action items include using our premium tools and templates. Our intention with this playbook is to help you: Understand CRM and identify opportunities to improve your organization’s capabilities. Evaluate your organization’s readiness to adopt a CRM strategy. Plan the results of your program and foster an environment of continuous improvement What is CRM? The principles, practices, and guidelines that an organization follows when interacting with its customers. From the organization’s point of view, this entire relationship not only encompasses the direct interaction aspect, such as sales and/or service related processes, but also in the forecasting and analysis of customer trends and behaviors, which ultimately serve to enhance the customer’s overall experience. What Are the Requirements for a Good CRM Platform? – Investopedia. 1. Solid Base Functionality (sales, marketing, customer service, partner relationship management, reporting) 2. Highly Customizable and Configurable 3. Easy to Integrate with Third-Party Systems & Applications Prepare For CRM CRM Program Planning Select a CRM System Implement CRM System Roll Out the System Optimize CRM Program 5CRM PROGRAM 1 2 3 4 5 6 Introduction How to Use this Consulting Methodology This playbook consists of six stages, each with a description, steps, and action items. Action items include using our premium tools and templates. Our intention with this playbook is to help you: Understand CRM and identify opportunities to improve your organization’s capabilities. Evaluate your organization’s readiness to adopt a CRM strategy. Plan the results of your program and foster an environment of continuous improvement What is CRM? The principles, practices, and guidelines that an organization follows when interacting with its customers. From the organization’s point of view, this entire relationship not only encompasses the direct interaction aspect, such as sales and/or service related processes, but also in the forecasting and analysis of customer trends and behaviors, which ultimately serve to enhance the customer’s overall experience. What Are the Requirements for a Good CRM Platform? – Investopedia. 1. Solid Base Functionality (sales, marketing, customer service, partner relationship management, reporting) 2. Highly Customizable and Configurable 3. Easy to Integrate with Third-Party Systems & Applications Prepare For CRM CRM Program Planning Select a CRM System Implement CRM System Roll Out the System Optimize CRM Program

  6. 6CRM PROGRAM Marketing Analytics Integration Expansion Sales Support Partners Campaign Management Email Marketing Auto-Response Emails Search Marketing Lead Management List Management Collateral Management Content Production Digital Asset Management Event Management Surveys & Feedback Territory Management Opportunity Management Account/Contact Mgmt. Activity Management Lead Management Forecasting Document Management Proposal Management Email Templates Asset Management Compensation Self-Service Portal Web Forms Email-to-Case Knowledge Management Case Management Contact Management Activity Management Agent Console Call Scripting Live Chat Telephony Integration Recruitment Account Management Training Channel Plans Lead Flow Deal Registration Opportunity Management Pricing Management Communications Performance Management Reporting Dashboards & Reports Finance & ERP Mobile Access Campaign ROI Marketing Automation Offline Access Data Quality/Integrity Service & Support Outlook Integration Performance Metrics Partner Relationships (PRM) MS Office Integration CRM PROGRAM Overview 1 2 3 4 5 6 Introduction Prepare For CRM CRM Program Planning Select a CRM System Implement CRM System Roll Out the System Optimize CRM Program 6CRM PROGRAM Marketing Analytics Integration Expansion Sales Support Partners Campaign Management Email Marketing Auto-Response Emails Search Marketing Lead Management List Management Collateral Management Content Production Digital Asset Management Event Management Surveys & Feedback Territory Management Opportunity Management Account/Contact Mgmt. Activity Management Lead Management Forecasting Document Management Proposal Management Email Templates Asset Management Compensation Self-Service Portal Web Forms Email-to-Case Knowledge Management Case Management Contact Management Activity Management Agent Console Call Scripting Live Chat Telephony Integration Recruitment Account Management Training Channel Plans Lead Flow Deal Registration Opportunity Management Pricing Management Communications Performance Management Reporting Dashboards & Reports Finance & ERP Mobile Access Campaign ROI Marketing Automation Offline Access Data Quality/Integrity Service & Support Outlook Integration Performance Metrics Partner Relationships (PRM) MS Office Integration CRM PROGRAM Overview 1 2 3 4 5 6 Introduction Prepare For CRM CRM Program Planning Select a CRM System Implement CRM System Roll Out the System Optimize CRM Program

  7. 7CRM PROGRAM Why Is Effective CRM So Important? Sales & Marketing Alignment Benchmark Report Outputs from This Playbook 80% of respondents that reported getting most of the benefits of their sales/CRM systems achieved their revenue goals, compared to just 50% for those organizations receiving only ‘some’ benefits from their sales/CRM systems. 80% of respondents who said their sales/CRM and marketing systems are highly integrated achieved their revenue goals, while only 36% of those who report no integration made theirs. 89% or more of the firms who report getting most or all the benefits from their marketing systems achieved their revenue goals. V I E W R E S O U R C E SALES & MARKETING ALIGNMENT BENCHMARK REPORT Benchmark Report V I E W R E S O U R C E Stage 1 - Prepare For CRM Stage 4 - Implement CRM System Readiness Assessment, Assess Alignment, Customer Survey, Customer Profiles CRM RFP, Business Process Maps, Data Migration, System Configuration Stage 2 - CRM Program Planning Stage 5 - Roll-Out the System Strategy Scorecard, Prioritization, Project Schedule, Requirements, Business Case CRM Admin Job Description, Training Plan, User Guide or Playbook Stage 3 - Select a CRM System Stage 6 - Optimize CRM Program CRM System RFP, CRM Vendor Shortlist, CRM Vendor Evaluation & Selection CRM Metrics Dashboard, CRM Maturity Assessment 1 2 3 4 5 6 Introduction Prepare For CRM CRM Program Planning Select a CRM System Implement CRM System Roll Out the System Optimize CRM Program 7CRM PROGRAM Why Is Effective CRM So Important? Sales & Marketing Alignment Benchmark Report Outputs from This Playbook 80% of respondents that reported getting most of the benefits of their sales/CRM systems achieved their revenue goals, compared to just 50% for those organizations receiving only ‘some’ benefits from their sales/CRM systems. 80% of respondents who said their sales/CRM and marketing systems are highly integrated achieved their revenue goals, while only 36% of those who report no integration made theirs. 89% or more of the firms who report getting most or all the benefits from their marketing systems achieved their revenue goals. V I E W R E S O U R C E SALES & MARKETING ALIGNMENT BENCHMARK REPORT Benchmark Report V I E W R E S O U R C E Stage 1 - Prepare For CRM Stage 4 - Implement CRM System Readiness Assessment, Assess Alignment, Customer Survey, Customer Profiles CRM RFP, Business Process Maps, Data Migration, System Configuration Stage 2 - CRM Program Planning Stage 5 - Roll-Out the System Strategy Scorecard, Prioritization, Project Schedule, Requirements, Business Case CRM Admin Job Description, Training Plan, User Guide or Playbook Stage 3 - Select a CRM System Stage 6 - Optimize CRM Program CRM System RFP, CRM Vendor Shortlist, CRM Vendor Evaluation & Selection CRM Metrics Dashboard, CRM Maturity Assessment 1 2 3 4 5 6 Introduction Prepare For CRM CRM Program Planning Select a CRM System Implement CRM System Roll Out the System Optimize CRM Program

  8. Prepare For CRM STAGE 1 CRM PROGRAM In Stage 1, you will focus your efforts around understanding CRM best practices, determining your readiness for a CRM project, assessing Sales & Marketing Alignment, building customer profiles, and identifying the current level of customer satisfaction. Key steps in this stage include: STEP 1: Learn CRM Best Practices STEP 2: Conduct a CRM Readiness Assessment STEP 3: Assess Sales & Marketing Alignment STEP 4: Build Customer Profiles STEP 5: Gauge Customer Satisfaction Level Prepare For CRM STAGE 1 CRM PROGRAM In Stage 1, you will focus your efforts around understanding CRM best practices, determining your readiness for a CRM project, assessing Sales & Marketing Alignment, building customer profiles, and identifying the current level of customer satisfaction. Key steps in this stage include: STEP 1: Learn CRM Best Practices STEP 2: Conduct a CRM Readiness Assessment STEP 3: Assess Sales & Marketing Alignment STEP 4: Build Customer Profiles STEP 5: Gauge Customer Satisfaction Level

  9. 9CRM PROGRAM Introduction 1 Senior Management Commitment Alignment with Goals & Objectives Level of Process Maturity & Documentation Data Management & Accuracy Customer-Centricity System Training & Support Learn CRM and Social CRM Best Practices Conduct a CRM Readiness Assessment STEP 1 STEP 2 Action Item Action Item Read the Develop Customer-Centricity with CRM and The Importance of Social CRM How-to Guides to get up to speed on current thinking about how to implement a modern CRM program. Use the CRM Readiness Assessment to identify your organizations’ preparedness to create and implement a CRM business strategy and system. What is Social CRM? “Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually bene- ficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.” – Paul Greenberg Areas of the readiness assessment include: Prepare For CRM V I E W R E S O U R C E DEVELOP CUSTOMER- CENTRICITY WITH CRM How-to Guide V I E W R E S O U R C E V I E W R E S O U R C E 2 3 4 5 6 CRM Program Planning Select a CRM System Implement CRM System Roll Out the System Optimize CRM Program 9CRM PROGRAM Introduction 1 Senior Management Commitment Alignment with Goals & Objectives Level of Process Maturity & Documentation Data Management & Accuracy Customer-Centricity System Training & Support Learn CRM and Social CRM Best Practices Conduct a CRM Readiness Assessment STEP 1 STEP 2 Action Item Action Item Read the Develop Customer-Centricity with CRM and The Importance of Social CRM How-to Guides to get up to speed on current thinking about how to implement a modern CRM program. Use the CRM Readiness Assessment to identify your organizations’ preparedness to create and implement a CRM business strategy and system. What is Social CRM? “Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually bene- ficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.” – Paul Greenberg Areas of the readiness assessment include: Prepare For CRM V I E W R E S O U R C E DEVELOP CUSTOMER- CENTRICITY WITH CRM How-to Guide V I E W R E S O U R C E V I E W R E S O U R C E 2 3 4 5 6 CRM Program Planning Select a CRM System Implement CRM System Roll Out the System Optimize CRM Program

  10. . 10CRM PROGRAM Organizational Relationships Metrics & Value Measurement Lead Generation & Pipeline Management Culture Systems & Technology Messaging & Materials Organization of Sales Teams Around Market Segments Measuring Profitability of Specific Customer Segments Ensuring Alignment of Resources with Customer Needs Training Sales & Service Reps on Customer Requirements Identifying Demographics, Psychographics & Behaviors Roles for End User, Technical Evaluator, Economic Buyer Assess Sales & Marketing Alignment Build Customer Profiles STEP 3 STEP 4 Action Item Action Item Use the Sales & Marketing Alignment Tool to identify existing alignment, issues, and opportunities to improve alignment between the Sales and Marketing departments. Use the Customer Profile Tool to personify your key types of customers that you envision organizing your CRM strategy and system around. Sections of the assessment tool include: Why is profiling customers so important? V I E W R E S O U R C E V I E W R E S O U R C E Introduction 1 Prepare For CRM 2 3 4 5 6 CRM Program Planning Select a CRM System Implement CRM System Roll Out the System Optimize CRM Program

  11. . 11CRM PROGRAM Buying Process & Value Proposition Products & Services Strategic Direction Customer Service & Support Website/Customer Portal Brand Preferences Gauge Customer Satisfaction Level STEP 5 Action Item Use the Customer Satisfaction Survey to get a baseline understanding of your existing customer satisfaction levels beforeyoustarttheCRMprojectsoyoucanmeasureimprove- ment later. What aspects of customer satisfaction will be measured? V I E W R E S O U R C E Introduction 1 Prepare For CRM 2 3 4 5 6 CRM Program Planning Select a CRM System Implement CRM System Roll Out the System Optimize CRM Program

  12. . CRM Program Planning STAGE 2 In Stage 2, you will work with your team to plan, prioritize, and get formal approval for investment in a CRM program. You will perform the following actions build a CRM program plan: STEP 1: Create a CRM Program Strategy Scorecard STEP 2: Prioritize CRM Programs & Integrations STEP 3: Develop a CRM Requirements Roadmap STEP 4: Write a CRM Project Charter STEP 5: Define CRM Project Schedule STEP 6: Build a CRM Business Case CRM PROGRAM

  13. . 13CRM PROGRAM Introduction 2 Objectives Programs & Initiatives Strategic Fit Economic Impact Feasibility Metrics & KPIs Timeframes and Goals Create a CRM Program Strategy Scorecard Prioritize CRM Programs & Integrations STEP 1 STEP 2 Action Item Action Item Use our CRM Program Strategy Scorecard to provide senior management with a one-page document that clearly outlines your plan of attack. Use our CRM Program Prioritization Tool to evaluate CRM programs and integrations and identify which programs and integrations your organization should focus on first. Key information to include in scorecard: How will programs be evaluated? CRM Program Planning V I E W R E S O U R C E V I E W R E S O U R C E Tip: For more in-depth project management tools, use our Project Management Playbook & Toolkit 1 3 4 5 6 Prepare For CRM Select a CRM System Implement CRM System Roll Out the System Optimize CRM Program

  14. . 14CRM PROGRAM STEP 3 STEP 4 Scope – it can take years to integrate all customer systems Resources – integrations can be very costly Focus – It’s easy to get distracted with multiple integrations Momentum – It’s better to build functionality incrementally Quick Wins – CRM projects often fail to add value quickly Project Overview Description Key Success Factors Risk Identification Project Stakeholders Communications Plan Decision Rights Approval Develop a CRM Requirements Roadmap Write a CRM Project Charter Action Item Action Item Use our CRM Requirements Roadmap to define your current requirements and plan for CRM platform system integrations and requirements that are deemed “nice-to have” over a 3 year period. Use the CRM Project Charter to plan project deliverables, scope of work, and duration; estimate timelines; and define resource roles required, plus establish contingencies. Why is building a CRM Roadmap a critical exercise? Sections of your project charter should include: V I E W R E S O U R C E V I E W R E S O U R C E Introduction 2 CRM Program Planning 1 3 4 5 6 Prepare For CRM Select a CRM System Implement CRM System Roll Out the System Optimize CRM Program

  15. . 15CRM PROGRAM STEP 5 STEP 6 Milestones Task Deliverables Duration Start Date Executive Summary Opportunity Overview & Key Success Factors Assumptions & Decision Making Criteria Business Impact Analysis Risks & Contingency Plans Recommendations End Date Predecessors Resource Roles Define CRM Project Schedule Build a CRM Business Case Action Item Action Item Use the CRM Project Schedule to plan project delivera- bles, scope of work, duration, estimate timelines, define resource roles required and contingencies. Use the CRM Business Case to convince senior manage- ment that pursuing a CRM program makes financial sense for the organization. Sections to include in your project schedule: Sections of your business case should include: V I E W R E S O U R C E V I E W R E S O U R C E Introduction 2 CRM Program Planning 1 3 4 5 6 Prepare For CRM Select a CRM System Implement CRM System Roll Out the System Optimize CRM Program

  16. . Select a CRM System STAGE 3 STEP 1: Learn About Benefits of Hosted CRM STEP 2: Research Potential Vendor to Shortlist STEP 3: Create a CRM System RFP & Invite Bids STEP 4: Evaluate CRM Vendors from Shortlist In Stage 3, you will determine whether it makes more sense to implement an on-premise or hosted CRM system, develop an RFP and invite your shortlist of potential CRM vendors to demo their software capabilities, and conduct a fair evaluation of each system based on your key requirements. Key activities for this Stage: CRM PROGRAM

  17. . 17CRM PROGRAM Software-as-a-Service (SaaS) Model Subscription-Based Pricing Database Hosted by Vendor Accessible Online from Any Internet Connection Has an API to Integrate Third-Party Systems Often Offer Month-to-Month Contracts Learn About Benefits of Hosted CRM Research Potential Vendors to Shortlist STEP 1 STEP 2 Action Item Action Item Read our How-to Guide: Evaluating Hosted CRM to learn more about why organizations are increasingly consid- ering and implementing hosted or cloud-based CRM systems. Contact Demand Metric to get an unbiased opinion on which vendors to consider for your shortlist, or conduct research independently to build a shortlist of 4-6 vendors to evaluate. What is a ‘Hosted’ or ‘Cloud-based’ system?: Where can you find good technology research on CRM? Info-Tech Research Group is a technology research firm that is very well respected in the industry and is the firm where many of Demand Metric’s senior leaders started their careers in the Analyst industry. Info-Tech has an excellent set of research and tools for CRM vendor selection for both Small Businesses and Large Enterprises. Introduction 3 EVALUATING HOSTED CRM How-to Guide V I E W R E S O U R C E Select a CRM System V I E W W E B S I T E 1 2 4 5 6 Prepare For CRM CRM Program Planning Implement CRM System Roll Out the System Optimize CRM Program

  18. . 18CRM PROGRAM Company Information Statement of Work Proposal Submission Procedure Score of Work & Requirements Estimated Budgets General Requirements Technical Requirements Contact Management Customer Service & Support Marketing Create a CRM System RFP & Invite Bids Evaluate CRM Vendors from Shortlist STEP 3 STEP 4 Action Item Action Item Use the CRM System RFP Template to document your requirements for a CRM system and then send this to your shortlist of potential partners to get some proposals. Use the CRM Vendor Evaluation Matrix to compare, evaluate, and select the CRM system vendor that is the best fit to deliver on your unique requiremets. What goes inside a request for proposal (RFP)? Sections of the vendor evaluation include: V I E W R E S O U R C E V I E W R E S O U R C E Introduction 3 Select a CRM System 1 2 4 5 6 Prepare For CRM CRM Program Planning Implement CRM System Roll Out the System Optimize CRM Program

  19. . Implement CRM System STAGE 4 STEP 1: Contract a CRM Consultant STEP 2: Prepare & Migrate Business Data STEP 3: Map Business Processes STEP 4: Configure CRM System STEP 5: Integrate Third-Party Systems To this point, you have built organization buy-in for a CRM program and budget, defined your CRM requirements, and selected a CRM system. Now its time to implement and configure the CRM system for your needs, and complete any systems integrations that will be performed in the first phase. In this Stage you will need to: CRM PROGRAM

  20. . 20CRM PROGRAM Introduction 4 Experience – How many CRMs has your team implemented? Focus – Be able to pull cross-functional team together. Unbiased – Consultants are not “too close” to the business. Politics – Good consultants can even the playing field for decisions that need to be made amongyour team. Avoiding Pitfalls – CRM can be very complex. Contract a CRM Consultant Prepare & Migrate Business Data STEP 1 STEP 2 Action Item Action Item Contact Demand Metric for help or use the CRM Consulting Services RFP Template to outline the services you will require to implement the CRM system you have selected. Export data from existing systems, spreadsheets, and other data sources into a file that you can de-duplicate, cleanse, and prepare for importing into your new CRM system. Other key resources might include: Why is Data Quality so crucial? Implement CRM System V I E W R E S O U R C E Adoption – Sales reps hesitate to use a new system when their confidence in the data is low. Customer Service – Calling an existing customer to sell them again can easily happen with duplicate data and results in an embarrassing situation for the sales rep and a customer who loses confidence in your organization. Efficiency – Having complete data records saves sales & customer service reps hours of time from researching online to find up-to-date phone numbers, job titles, addresses, etc. Reporting Accuracy – Without accurate data, you cannot build accurate reports that senior management need to make business decisions. 1 2 3 5 6 Prepare For CRM CRM Program Planning Select a CRM System Roll Out the System Optimize CRM Program

  21. . 21CRM PROGRAM Customer Service – How will you use your CRM system to document customer service & support requests? Finance & Billing – Will you integrate your financial system with your CRM? If so, how will that process work? Marketing – Do you have a marketing automation system for lead scoring & nurturing? How will that tie into the CRM? Map Business Processes Configure CRM System STEP 3 STEP 4 Action Item Action Item Use the Lead Qualification Process Diagram to map out your business process and workflows for allocating leads to sales reps. Configure your CRM system to include custom data fields for your leads, accounts, and opportunities; then build custom views, workflows, and reports for senior manage- ment to gain visibility. What other business processes need to be mapped out? V I E W R E S O U R C E Leads – How do you define a lead? What data do you collect on new prospects? Accounts – What data points do you collect on your customer accounts? Do you have various Account types? Opportunities – What products & services are you selling? What are the stages in your sales process? Views – Do you have a business cycle that requires Account Managers to view accounts at certain intervals? Reports – What does senior management want to see in a dashboard? Workflows – How will you ensure that data is accurate and updates to the system have proper approvals? What needs to be configured? Introduction 4 Implement CRM System 1 2 3 5 6 Prepare For CRM CRM Program Planning Select a CRM System Roll Out the System Optimize CRM Program

  22. . 22CRM PROGRAM Marketing Automation Financial Systems & ERP Subscription Billing Customer Support/ Helpdesk Website Lead & Account Data Quote/Proposal Management De-Duplication Online Community Enterprise Feedback Management Event Management Data Analytics Integrate Third-Party Systems STEP 5 Action Item Based on your CRM Requirements Roadmap, start the process of integrating third-party systems and applications that you have slated for the first phase of deployment. What system can you integrate into your CRM platform? V I E W R E S O U R C E Introduction 4 Implement CRM System 1 2 3 5 6 Prepare For CRM CRM Program Planning Select a CRM System Roll Out the System Optimize CRM Program

  23. . Roll-Out the System STAGE 5 STEP 1: Define CRM Admin Responsibilities STEP 2: Train Sales & Support Staff STEP 3: Train Marketing Staff STEP 4: Train Senior Management In Stage 5, you will focus on rolling out the system to various user groups and ensuring that everyone in your organization is comfortable adding data and generating reports from the system. It is crucial that you identify a “power-user” to administer and police your CRM system to ensure it doesn’t become a data nightmare and a system that business users stop using. Your key activities in this Stage include: CRM PROGRAM

  24. . 24CRM PROGRAM Introduction 5 Train Business Users on Using the System Building Custom Reports Assisting with Third-Party System Integrations Ensure Accuracy of Data in the System Measuring Adoption Rates of Users Configuring System as Required Weeks 1-2 – Roll out to a Pilot Group of Users Week 3 – Update CRM Based on User Feedback Week 4 – Roll out to All Users Week 6 – Update CRM Based on User Feedback Week 7 – Identify User Adoption Rates Week 8 – Ensure All Users Have Adopted System Define CRM Admin Responsibilities Train Sales & Support Staff STEP 1 STEP 2 Action Item Action Item Use the CRM Administrator Job Description to define the specific role and responsibilities for CRM administra- tion and policing. Next, hire or formally move an internal resource into the position. Use the Sales Playbook or build a user guide and training manual to document, with screenshots, how sales and support users are to update the CRM system following client interactions. What are some of the CRM Admin’s key functions? CRM System Roll-Out Timeframes: Roll Out the System V I E W R E S O U R C E 1 2 3 4 6 Prepare For CRM CRM Program Planning Select a CRM System Implement CRM System Optimize CRM Program SALES PLAYBOOK Template V I E W R E S O U R C E

  25. . 25CRM PROGRAM STEP 3 STEP 4 Train Marketing Staff Train Senior Management Action Item Action Item Show Marketing users how to execute campaigns with the new CRM system, and ensure they understand how to import new leads and accounts without creating dupli- cates in the system. Important training points for Marketing users: Lead Source – how to tag leads by first touch campaign to track ROI on marketing campaign investments Campaigns – how to track opportunities generated and won to determine cost per customer and ROI Email Templates – how to configure/build standardized email templates for the sales reps to use Importing Leads – how to import new records into the system correctly to ensure no duplicates are created Data Updating – how to update existing records in the system with additional data such as employee/revenue size Lead Qualification & Allocation – how to properly qualify and allocate leads systematically with a repeatable process Train senior managers on how to view and build custom reports, dashboards, and forecasts to provide them with visibility into the sales pipeline and customer account base. Common reports & dashboards to build for senior management: Opportunities – stuck opportunities, sales to date vs. last month/year, opportunity pipeline, opportunities by product Accounts – customer segments, size, industries, geographic locations, new accounts, partner accounts Leads – leads by source, lead status, lead history, leads with no recent activity Sales – sales by partners, sales by reps, sales by lead source, sales by account Support – total open cases by agent, total cases created, solu- tion history report, cases with solutions Campaigns – campaign ROI analysis, campaign revenue, campaign leads Introduction 5 Roll-Out the System 1 2 3 4 6 Prepare For CRM CRM Program Planning Select a CRM System Implement CRM System Optimize CRM Program

  26. . Optimize CRM Program STAGE 6 Now that you have implemented your CRM program and system, you need to measure success and look for ways to continue improving your operations and CRM maturity. In this Stage you will: STEP 1: Build a CRM Program Metrics Dashboard STEP 2: Perform a CRM Maturity Assessment CRM PROGRAM

  27. . 27CRM PROGRAM Introduction 6 Net New Customers Customer Retention Rate Database Size CRM Adoption Rate Data Integration Customer-Centricity BusinessGoalAlignment Customer Satisfaction Customer Strategy Knowledge Creation Business Intelligence CRM Analytics Touch-Point Integration Process Maturity User Training/Support User Adoption Build a CRM Program Metrics Dashboard Perform a CRM Maturity Assessment STEP 1 STEP 2 Action Item Action Item Use the CRM Program Metrics Dashboard to track your metrics from your CRM program to generate a dashboard of charts for communication and reporting. Use the CRM Maturity Assessment to identify how well your CRM program is progressing and identify areas to improve your operations. Following are some key metrics you want to analyze: This assessment evaluates the following success drivers: Optimize CRM Program V I E W R E S O U R C E V I E W R E S O U R C E 1 2 3 4 5 Prepare For CRM CRM Program Planning Select a CRM System Implement CRM System Roll-Out the System

  28. . Conclusion At the end of any project, it’s always a good idea to review it and identify areas for improvement. Demand Metric has the tools and expertise to help you build an effective CRM program: Create or audit your existing CRM strategy plan and systems Assist with using any of the tools referenced in this playbook Provide hands-on marketing assistance to accelerate achieving your marketing department’s goals. To learn more, contact Demand Metric: info@demandmetric.com CRM PROGRAM

  29. . About This Playbook CRM PROGRAM Demand Metric is a marketing research and advisory firm serving a membership community of over 106,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com

  30. . © Demand Metric Research Corporation. All Rights Reserved. www.demandmetric.com Follow us on Twitter Like us on Facebook Join Linkedin Group

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