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How to Inspire CRM Adoption
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Transcript of How to Inspire CRM Adoption
How to Inspire CRM Adoption
Speaker: Michael HannaPresident, Hanna Strategy Group
Host: Amanda NelsonDirector or Marketing, RingLead
The CRM Adoption Audience
Sales, Marketing, Sales Ops & IT Leadership that are:
• Launching a new CRM system• Launching a major change within an existing CRM
system• Seeking to improve adoption of an existing CRM system
Agenda
1. Adoption vs. Compliance
2. CRM Adoption Model
3. What Influences Adoption
4. Before You LaunchCreating a Sense of Ownership
5. How You LaunchCreating a Sense of Empowerment
6. After You LaunchCreating a Sense of Accountability
7. Questions
Keep in mind...
1. A CRM implementation is more a cultural change than a technological change.
2. Adopting a new CRM system requires changing habits.
Changing habits is hard!3. Most people demand change, but resist it when it
comes. Resistance to change is natural. Help them through the process of embracing the change.
Adoption vs. Compliance
ADOPTION
It’s mine.
I want to.
I’m motivated.
I am trusted.
It will help mesucceed.
COMPLIANCE
It’s the company’s.
I have to.
I’m scared.
I need a babysitter.
It will slow me down.
Aim for adoption.Fall back on compliance.
HABITSDay to Day Consistency
PROCESSRep to Rep Consistency
CRM Adoption Model
INTEGRATIONSystem to System Consistency
Willing Sales Users
Culture of Accountabili
ty
Excellent CRM
Configuration
High Quality Data
PEOPLE TECHNOLOGYCADENCE
CRM Adoption Model
Visibility that enables continuous sales improvement
What Influences Adoption
60%30%
10%30%
10%60%
Most Companies
How you launch
Before you launch
After you launch
Highest Adoption Companies
After you launch
How you launch
Before you launch
What Influences Adoption
Create a Sense ofOwnership
Create a Sense ofEmpowerme
nt
Create a Sense ofAccountabilit
y
Before You Launch How You Launch After You Launch
Empowerment without ownership leads to neglect (passive).Accountability without empowerment leads to resistance (active).
Before You LaunchCreating a Sense of Ownership
Creating a Sense of Ownership
• Establish Written CRM Objectives• Make simplicity your first objective.• Periodically check how well you are aligning with your
objectives.
• Form a Committee• Invite key internal influencers from each sales group.• Ask their input in key decisions along the way.• Have them beta test the deployment.
• Gather Input• Launch a survey for all sales reps.• Ask specific questions about what
they need to succeed in their roles.
How You LaunchCreating a Sense of Empowerment
Creating a Sense of Enablement
• Communication• Share key themes from the internal survey. “You asked.
We heard.”• Focus on how the CRM system will help them hit quota
(otherwise, what’s the point?).
• Training• Include exercises that are real and relevant,
not hypothetical (have them use accounts theyare actually working on).• Have committee members present certain
modules to their peers.• Review reports and dashboards.
Creating a Sense of Enablement
• Resources• Provide written documentation and/or training
videos.• Deliver content through a central workspace. To
avoid version control challenges email links to the workspace,not attachments.
• Assigned Action Items• Provide a deadline to create and update all
opportunities in their pipeline.• Keep a list of questions and challenges
encountered.• Schedule a regroup.
After You LaunchCreating a Sense of Accountability
Creating a Sense of Accountability
• Establish a weekly cadence• Hold reps accountable for managing their
businesses accurately and in a timely manner. How you respond to early violations will set a precedent.• Refer to live reports and dashboards during your
pipeline reviews and forecast meetings.• Recognize reps that are utilizing the CRM
system well.• Look for opportunities to showcase the
relationship between CRM adoption and sales performance.• Quick lead follow-up from CRM reports
-> High lead conversion• Effective management of opportunities and activities
-> More accurate forecasting -> Hitting or exceeding quota
• Poor opportunity management-> Underperformance
Creating a Sense of Accountability
• Provide on-going support• Be extremely responsive to sales reps’
questions and challenges.• Refer them to documentation whenever
possible.• Create new documentation when required.• Update existing documentation when
required.• Encourage feedback.
• Your deployment is never complete• Seek opportunities to simplify.• Seek opportunity to expand capabilities.• Deploy new systems within the CRM
environment.• Communicate changes in advance.
Agenda
1. Adoption vs. Compliance
2. CRM Adoption Model
3. What Influences Adoption
4. Before You LaunchCreating a Sense of Ownership
5. How You LaunchCreating a Sense of Empowerment
6. After You LaunchCreating a Sense of Accountability
7. Questions
Questions
Contact Michael Hanna
h a n n a s t r a t e g y . c o m
ca.linkedin.com/in/michaelhanna7/
@michael_hanna
www.facebook.com/michael.hanna.988
www.youtube.com/HannaStrategyGroup