Lessons learnt from CRM implementations
Here’s a few pointers on CRM implementations based on disasters, triumphs, subsequently lots of experience and oodles of common sense. Most of these apply to all sales and marketing software and really, you should start off not knowing what solution is right for your business…
If it’s a large project you need to really know what you’re doing. Get external help and early (yes, we would say that, but we do believe in what we do).
It’s the pre-preparation bit that matters most, there’s no point start researching software solutions until you:
a) have set the project objectives – this stops the project becoming a sales and marketing wishlist and focuses it on solving core problems
b) detailed understanding of the business requirements – what does the system need to do, who will use it, how, why do they need it, who is affected by it etc.
c) processes – map the processes (draw them – make sure they make sense logically and that e.g. sales processes are aligned within the team). These processes will be replicated in CRM so you have an opportunity to improve your processes as well as a risk of formalising bad process within the system
d) change management – this is very important. It’s a very big change to move a team to CRM or onto a new CRM system. Someone who knows about managing people through this is essential. It’s often dismissed as unnecessary – i.e. it’s enough to just tell people to use it, but it’s often the cause of CRM failure. Don’t underestimate the degree to which you are asking people to work differently and how much, whatever they say, people do not find that comfortable or easy to do.
e) write a very good specifications document. Get someone who knows how to write the specifications and requirements document to do this. People absorbed in the business, tend to make assumptions without realising it. The vendor does the same and you end up with a mess of a misunderstanding. Writing spec documents is a skill and experience is vital.
f) then, and only then, start looking for a system that matches your needs (keep an open mind – it may not be “CRM” but sales automation or other similar systems that you really need). Do the due diligence on the solution and the reseller (if applicable). Make sure you “get on with” your vendor – it’s an important relationship.
There’s obviously a lot more to it (yes, we would say that too), but if you are a small business or are determined to go it alone, we hope this is useful.
But the golden rule… stop Googling, talk to your people and think about what you’re really trying to do. Otherwise you’ll be seduced by features that you don’t need, won’t use and more worryingly not focus on working out the core functionality that you need.
