The 4 C’s: Driving CRM adoption “Adoption” means your users have embraced the CRM. They’re using regularly, relying on it, and consider it a part of their daily work cycle. There’s nothing simple or easy about this. Yet there’s nothing more important to achieve, because this is both core to getting your CRM to bear ROI fruit and core to proving that your CRM can bear fruit. Yin and yang. The Four C’s to Adoption Success How do you distill the essence of successful adoption practices down to a few words? Let’s try four: Championing Cheerleading Coaching Confirming First, before you do anything else, identify and gain the commitment of a corporate Champion. The champion’s title starts with a V or a C; no one more junior will do. And they must be in a position of authority over the users. The champion’s job is simply this: “an authoritative stance that the CRM is a key part of our processes; it is my expectation that my managers and their reports will use this system regularly. I will be watching.” The champion doesn’t have to be any sort of big-time user of the CRM, but they should definitely be looking at the dashboards and setting the expectation to “show me” within the system. Next, while you’re in the process of [...]
Heard of companies who launch a CRM … because they’re supposed to have a CRM. That ever been you? The CRM is sales, marketing, and service automation. Done right, it becomes fruition of your business objectives, an extension of your corporate strategy. It’s becomes tactical execution of your plan. So, if you’re just starting out, and you don’t have a set of strategic objectives for the platform that can be distilled to a set of bullet points on one slide, grab the reins, reserve a conference room and get there. Here’s a set of examples drawn from for building materials clients we’ve worked with. Which sound like your business? General We need to establish a shared database of our customers and target prospects - distributors, dealers, contractors, home builders, and architects - appropriately segmented. We need a laser focus on relationship management with our channel, with transparent visibility to the calls our sales team is making on them. Our sales team needs to be able to be more responsive to sales trends with individual customers, and be able to provide immediate answers on the status of orders and shipments when asked. We need to provide our customers with login web access to their shipment status, sales history, rebate accruals, and claims status. Commercial With our new [...]
Salesforce is a big investment for you. But stories of CRM failures abound. What can you do avoid missteps that could put you in that dismal company? Start by considering these key ways to fall on your CRM face: 1. Assuming It Works Magically: You license a CRM and expect the tool will just do the job for you. Uh. No. A CRM represents a paradigm shift in the way your manage your sales and marketing processes. You do not simply put it in place out of the box and watch it get picked up automatically by the team. 2. It’s not aligned to mission: Your business priorities are not embedded into the CRM. Your key processes aren’t clearly defined and built in as a core part of the use of the CRM. 3. No executive champion: You don’t have a VP or c-suite executive who demonstrates vested interest in making the CRM success. Top management is not involved, and do not manage from CRM data 4. Lack of Discipline: Leaders let the team use it if they like and how they like. Processes are not clearly defined, with the expectation that they be followed consistently. “Here it is, use it if it’s helpful to you.” 5, No Maintenance Investment: There’s an expectation that the tool will manage itself, and [...]
The Hunley Group Blog: Building Product Manufacturers: If you can’t measure it, you can’t manage it. KPIs in the CRM.
We asked a group of executives at a building materials client not long ago to provide us with a list of their key performance indicators (KPIs), or the measures they use to drive their company’s performance. “Uh, we’ll get back to you.” Two months later we received a list of the measures. Yay! But … wait … it was just a list of what to measure, not what the actual goals were, the how-much-of-what-period kind of thing. Sigh. Now. I’m sure that’s not you. But just in case you’re looking for some fresh ideas for how to suss out key insights from your CRM, we’ve got a few for you. Relationship Management Some folks call this call tracking, but let’s call a spade a spade. Tracking activity from a measurement perspective should let you see that your team is making the right kind of calls on on the right customers - in other words, they’re measuring whether they right things are being to do maintain and enhance business relationships with your most important customers. Calls per week Visits per week Prospect first meetings per week Literature drops per week [...]
8 Points of Light: Making your CRM succeed for you CRM implementations (& major projects) succeed based on a set of common themes. What are things you can do to make them really successful: 1. Treat it as a process project, not a technology project: CRMs are sales and marketing automation systems. They automate your processes. Before you start, have you identified what processes you want to automate? Do you have those processes defined? Do you have organizational consensus that they are your processes? 2. Start from KPIs: If you know your processes, you should also know how to measure them. Know what metrics define success in your business, how you want to measure them, and where the bar should be set for each. Defining what you want to measure up front establishes what data needs to be collected and how - so you can measure it. 3. Do not reinvent the wheel: Demand best practices approaches from your implementation team. If you feel they’re figuring this out as they go, asking “what do you want it to do?” rather than presenting you with “here’s the most effective way to do this” or “here’s what other clients like you have used successfully before” … then you probably don’t have the right implementation team. 4. Don’t boil the ocean: Build a [...]