CRM 101: Session 3: Less is More - How to Plan a Successful CRM Rollout

Less is More: How To Plan A Successful CRM Rollout

CRM 101

Sam Biardo

CEO – Technology Advisors Inc.Twitter -@sambiardo

04/08/2023 ©2012 SugarCRM Inc. All rights reserved. 2

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Agenda

Why CRM projects fail?

What you need to do to be successful in your CRM implementation?



Why bad things happen to good people who don’t plan their CRM

project.

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Why CRM Project Fail?

1. Failure to plan: lack of strategy

Over 70% of all CRM projects through 2015 will be viewed as a failure without an overall CRM Strategy

–Gartner Group 2011 CRM conference


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Why CRM Project Fail?

2. Failure to deliver what is required

Wrong business requirements addressed Unrealistic time and budget constraints Poor project governance Poor Implementation Loss of focus on project benefits Environmental changes


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% Probability of Failure by time of implementation

1 2 3 4 5 6 7 8 9 10 11 120

102030405060708090

100

Project Failure Rate

Project Duration in Months

Chan

ce o

f Fai

lure

Keep Implementation under6 months


How to succeed with your CRM project without really trying.

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Eleven Strategies for Success

1. Obtain executive sponsorship2. Consider corporate culture when deploying

CRM3. Clearly identify requirements4. Align requirements by key stakeholders5. Take a phased approach6. Define business objectives before

implementing7. Implement using a methodology8. Have a solid project plan9. Build in a change management process10.Train before implementing11.Get user adoption


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1. Obtain Executive Sponsorship

You need executive commitment, not support.


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2. Consider Corporate Culture

Understand the skill set of the organization before determining a solution

Ask these key questions:Do you have an IT staff who can support your CRM?Does IT understand your business?Do you have an analyst on the business side who can coordinate feature requests?


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3. Clearly identify requirements

Consider developing use cases and user stories

Build mock up using presentation software discussion day-in-the-life situations

Understand that requirements are 15% to 25% of the budget

Measure these requirements that a lot of us miss:

TrainingCost (Short and Long term)SupportData Retention and SecurityData Migration RequirementsData Cleansing Standards


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4. Align requirements by key stakeholders

Align requirements to departments and do a metric analysis of the existing processes:

Number of calls in a dayNumber of step to close a caseNumber of case closed in one step

Determine if the new solution will be more efficient

Use the metrics to determine overall ROI after the implementation


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New customeracquisition

Response Rate

Conversion Rate

Campaignplanning effort

Campaignexecution effort

Cost of newcustomer acq.

Campaign/eventprofitability

Reduction in admin. time

Revenue per rep

Cost of sales

Customer facetime/selling time

Opportunityaging

Forecastaccuracy

Orderaccuracy

DealSize

Reps toquota

Close rate

Leadconversion

Number of renewals

Revenue percustomer

Profitability percustomer

First interactionclose rate

Activityper channel

Call length

Wait time

Case again

Up-sell/Cross-sell

Response time

Marketing

Sales Service

Sample metrics

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5. Take a phased approach

Create a strategic plan before rolling out

Keep phases to 3 months schedule

Consider 3 to 4 release a year

Evaluate each release after the previous release and review priorities

Expect to pay 25% to 33% of your original implementation costs to support for:

Changing business requirements Additional training Additional features


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6. Define business objectives before implementing

Clearly state the objective of the implementations in a form that is measurable with a deadline for meeting those objectives:

75% accurate forecast in 180 days10% increase in support time15% reduction in the cost of proposal generation


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7. Implement using a methodology


A successful CRM project requires one key success factor: choosing a methodology for implementation

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Implementation methodology option 1

1. Water fall structured approach


You start coding and

I will go find out

what they want!

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Implementation methodology option 2

2. Agile Approach


Project Management / Users Adoption /Change Management

Pre Planning &Global

Requirements

Agile Development Cycle

Deployment / Training

Business Scope

Business Requirement

Project Planning Productize DeployRequirement

Document

Evaluate

Prototype

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Comparing and contrasting both options

Water FallEnd user support for design

and review

Well understood requirements

Stable business processes

Cannot easily phase our requirements

AgileRequirements not clearly

defined

Scope and solution can be released in phases

Features can be deferred to a future release if not completed

End users are engaged thought the project development


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8. Have a solid project plan

The best things about not planning are failure comes as a complete surprise and is not proceeded by fear and depression


15% to 25% in planning

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9. Build in a change management process

Scope

Rank

Implement / Deploy

Evaluate

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Scoping

Develop change board to make feature recommendations.

Compose initial scope using outstanding wish list

Develop a list of functional requirements.

Make sure that any change supports a business requirement.

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Scoping

Don’t save data just for the sake of saving data!

(That’s called hoarding)

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Ranking

Estimate functions and

determine budget

Rank –Change Board Release Plan Publish

Roadmap


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Implement / Deploy

Consider quarterly releasesNo implementation should be more than 6 months ever

Provide extensive training

Ensure appropriate follow up training Use an end user driven method to determine the training levels and time

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Evaluation

Conduct follow-up survey

Review with change board

Modify roadmap

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Transition Model of Change

• Confront with information• Be clear and concise• Be honest• Don’t be in denial yourself• MBWA

• Acknowledge accomplishments• Celebrate

• Stay involved• Communicate

• Channel energy initiative• Use brainstorming

• Reinforce a “future focus”

• Listen • Be authentic• Lower anxiety• Clarify issues and barriers• Say “goodbye to the past”

Denial Commitment

ExplorationResistance

Past Future

External

Internal

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10. Train before and after implementing


• Project team training• Scenario-based user training• Administrator training• Follow-up Training

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11. Get user adoption

Key StrategiesGet support from the TopShow the Sales team WITFMDrive adoption from the bottom upMake adoption a contestReward employees who adoptPunish those who do not adoptTrain, Train, Train


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Types of User Adoptions Techniques

Positive Motivators

Negative

Motivators

PeerPressure

Training

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Power of Adoption

Peer Pressure

Positive Motivators

Training

Negative Motivators

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Power of Combination

Positive Motivators

Negative

Motivators

Training

PeerPressur

e

Strongest Motivators

Team Sales event that provides a trip to the most accurate 6 month pipeline.

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Measurement

Understanding your CRM is the first step to understanding the approach you should use to get adoption:

Collect usage statisticsSurvey people about their skillsAnalyze field usageDo a time study

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Adoption Planning

1. Review metrics and determine adoption weaknesses

2. Develop plans to improve only weak areas

3. Determine reasons for weaknesses

4. Create an approach


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CRM 101: Session 3: Less is More - How to Plan a Successful CRM Rollout

Business

Transcript of CRM 101: Session 3: Less is More - How to Plan a Successful CRM Rollout