The Key to Long Term CRM Success

The Key to Long Term CRM Success

After close to 30 years helping companies implement CRM, I can tell you that there is one very simple concept that all super successful companies understand (and the others do not).

Lasting CRM success has more to do with how the organization “thinks” about CRM

than the technology you use or the money you spend.

The companies that do it best view CRM as an initiative – someplace the company is going, not software to install and maintain like Word or Excel.  These companies think of the software as a strategy or business outcome execution engine.  For them “Go Live” is the start of the journey, not the end.

The goal of this series is to share some the best practices and lessons we have learned from working with high performing organizations beyond the go live event.  In this article, we will cover two top level concepts that are always present in some form when working with the very best.

The CRM Ready Organizational Model

The first is what we call “The CRM Ready Organizational Model”.  It is a way of organizing resources and scheduling to support your CRM initiative.  It includes three main components:

  1. An organizing structure that includes:
    1. The Leadership or Executive Team
    2. The Core Team of Subject Matter Experts (SME’s)
    3. The CRM Admin(s)
  2. A training system that consistently delivers:
    1. Persona training (roles, positions, etc.)
    2. Experience appropriate training
    3. Multiple types of training (application, process, reinforcement)
  3. A cadence of accountability:
    1. Scheduled meetings that include the Core Team and Admins
    2. Scheduled meetings with the Leadership/Executive Team

The model supports the initiative and allows the organization to drive incremental changes to both the system and the overall strategy indefinitely.

Business Outcomes Framework

The second concept is the Business Outcomes Framework.  The framework is used to:

  1. Define the most important outcomes for the business
  2. Prioritize the outcomes based on impact
  3. Brainstorm tactics to implement that will impact those outcomes
  4. Agree on metrics to measure success

The CRM Ready Organizational Model is then used to execute on those outcomes as configuration, training, reinforcement and review.

In the next article, we will dive a bit deeper into the components of the CRM Ready Organizational Model before we work our way through the Business Outcomes Framework.  If you can’t wait and want to have a discussion about how to apply these concepts to your initiative please contact us here.


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