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Are You Prepared for CRM?

Download the PDF: https://www.demandmetric.com/content/are-you-prepared-crm CRM projects are notorious for failing in mid-sized enterprises for a variety of reasons. Although there have been considerable CRM product developments, including the rapid growth of solid hosted solutions, there is still a need for a foundation built on mature processes, alignment with goals, and senior level buy-in. Use Demand Metric’s downloadable CRM Readiness Assessment to gauge how ready your organization is to tackle this initiative. What are the Key Success Factors? Senior Management Commitment — your executives must understand that CRM is a complex, long-term initiative. They need to commit to providing the required resources, and potentially upgrade backend IT systems. Alignment with Goals & Objectives — CRM must be on your strategic plan for organizational development priorities. Each department needs to document their requirements for the system, and indicate how the increased functionality will help them achieve current and future goals. Process Maturity & Documentation — defined, repeatable, and measurable processes need to be documented for Sales, Marketing, Customer Service, Billing, and Order Management. Data Management & Accuracy — customer and product information needs to be stored safely in either a data warehouse or online storage system. A unique customer identifier should be used across all departments, and IT needs to take responsibility for all departmental data. Customer-Centricity — is your business driven by customer needs? Have you profiled an ideal customer and communicated that profile across departments? Do customers typically deal with more than one representative? System Training and Support — appropriate resources need to be allocated for training system users and administrators. Consider creating a position for a Director of Sales Support who can manage the CRM program.

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Are You Prepared for CRM?

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  1. Are You Prepared for CRM? ARE YOU PREPARED FOR CRM? HOW-TO GUIDE

  2. 2 Are you Prepared for CRM? How-to Guide Are you Prepared for CRM? CRM projects are notorious for failing in mid-sized enterprises for a variety of reasons. Although there have been considerable CRM product developments, including the rapid growth of solid hosted solutions, there is still a need for a foundation built on mature processes, alignment with goals, and senior level buy-in. Use Demand Metric’s downloadable CRM Readiness Assessment to gauge how ready your organization is to tackle this initiative. What are the Key Success Factors? Senior Management Commitment — your executives must understand that CRM is a complex, long-term initiative. They need to commit to providing the required resources, and potentially upgrade backend IT systems. Alignment with Goals & Objectives — CRM must be on your strategic plan for organizational development priorities. Each department needs to document their requirements for the system, and indicate how the increased functionality will help them achieve current and future goals. Process Maturity & Documentation — defined, repeatable, and measurable processes need to be documented for Sales, Marketing, Customer Service, Billing, and Order Management. Data Management & Accuracy — customer and product information needs to be stored safely in either a data warehouse or online storage system. A unique customer identifier should be used across all departments, and IT needs to take responsibility for all departmental data. Customer-Centricity — is your business driven by customer needs? Have you profiled an ideal customer and communicated that profile across departments? Do customers typically deal with more than one representative? System Training and Support — appropriate resources need to be allocated for training system users and administrators. Consider creating a position for a Director of Sales Support who can manage the CRM program. HOW-TO GUIDE CRM has the potential to have a major impact on your business. Don’t waste time and resources evaluating and implementing a solution, until your organization is in a position to really reap the benefits. Bottom Line 2 Are you Prepared for CRM? How-to Guide Are you Prepared for CRM? CRM projects are notorious for failing in mid-sized enterprises for a variety of reasons. Although there have been considerable CRM product developments, including the rapid growth of solid hosted solutions, there is still a need for a foundation built on mature processes, alignment with goals, and senior level buy-in. Use Demand Metric’s downloadable CRM Readiness Assessment to gauge how ready your organization is to tackle this initiative. What are the Key Success Factors? Senior Management Commitment — your executives must understand that CRM is a complex, long-term initiative. They need to commit to providing the required resources, and potentially upgrade backend IT systems. Alignment with Goals & Objectives — CRM must be on your strategic plan for organizational development priorities. Each department needs to document their requirements for the system, and indicate how the increased functionality will help them achieve current and future goals. Process Maturity & Documentation — defined, repeatable, and measurable processes need to be documented for Sales, Marketing, Customer Service, Billing, and Order Management. Data Management & Accuracy — customer and product information needs to be stored safely in either a data warehouse or online storage system. A unique customer identifier should be used across all departments, and IT needs to take responsibility for all departmental data. Customer-Centricity — is your business driven by customer needs? Have you profiled an ideal customer and communicated that profile across departments? Do customers typically deal with more than one representative? System Training and Support — appropriate resources need to be allocated for training system users and administrators. Consider creating a position for a Director of Sales Support who can manage the CRM program. HOW-TO GUIDE CRM has the potential to have a major impact on your business. Don’t waste time and resources evaluating and implementing a solution, until your organization is in a position to really reap the benefits. Bottom Line

  3. 3 Are you Prepared for CRM? How-to Guide 1 2 Conduct a Readiness Assessment Prioritize Results Action Plan STEP 1 - Conduct a Readiness Assessment 5 Make a Recommendation 4 Consider a SFA Pilot 3 Evaluate CRM Systems Use Demand Metric’s downloadable CRM Readiness Assessment tool to measure your preparedness across 6 dimensions. V I E W R E S O U R C E CRM Readiness Assessment Download the CRM Readiness Assessment Tool 3 Are you Prepared for CRM? How-to Guide 1 2 Conduct a Readiness Assessment Prioritize Results Action Plan STEP 1 - Conduct a Readiness Assessment 5 Make a Recommendation 4 Consider a SFA Pilot 3 Evaluate CRM Systems Use Demand Metric’s downloadable CRM Readiness Assessment tool to measure your preparedness across 6 dimensions. V I E W R E S O U R C E CRM Readiness Assessment Download the CRM Readiness Assessment Tool

  4. 4 Are you Prepared for CRM? How-to Guide 1 2 Conduct a Readiness Assessment Prioritize Results Action Plan STEP 2 - Prioritize Results 5 Make a Recommendation 4 Consider a SFA Pilot 3 Evaluate CRM Systems Review your ‘results’ to identify key areas that need to be addressed immediately, can be completed over time, or can be ignored. CRM Program Strategy Scorecard V I E W R E S O U R C E What Needs to Get Done? Define Your Priorities. 4 Are you Prepared for CRM? How-to Guide 1 2 Conduct a Readiness Assessment Prioritize Results Action Plan STEP 2 - Prioritize Results 5 Make a Recommendation 4 Consider a SFA Pilot 3 Evaluate CRM Systems Review your ‘results’ to identify key areas that need to be addressed immediately, can be completed over time, or can be ignored. CRM Program Strategy Scorecard V I E W R E S O U R C E What Needs to Get Done? Define Your Priorities.

  5. 5 Are you Prepared for CRM? How-to Guide 3 Evaluate CRM Systems Action Plan STEP 3 - Evaluate CRM Systems 1 Conduct a Readiness Assessment 5 Make a Recommendation 4 Consider a SFA Pilot 2 Prioritize Results Read Evaluating Hosted CRM Systems to quickly get up to speed on vendor offerings. V I E W R E S O U R C E Evaluating Hosted CRM Systems Stay Up-To-Date on CRM Vendor Offerings 5 Are you Prepared for CRM? How-to Guide 3 Evaluate CRM Systems Action Plan STEP 3 - Evaluate CRM Systems 1 Conduct a Readiness Assessment 5 Make a Recommendation 4 Consider a SFA Pilot 2 Prioritize Results Read Evaluating Hosted CRM Systems to quickly get up to speed on vendor offerings. V I E W R E S O U R C E Evaluating Hosted CRM Systems Stay Up-To-Date on CRM Vendor Offerings

  6. 6 Are you Prepared for CRM? How-to Guide 4 5 Consider a SFA Pilot Make a Recommendation Action Plan STEP 4 - Consider a SFA Pilot 1 Conduct a Readiness Assessment 3 Evaluate CRM Systems 2 Prioritize Results Even if you score poorly on the readiness assessment, there may be some value in conducting a pilot project for sales- force-automation (SFA) to help you manage leads, accounts, opportunities, etc., and build momentum for CRM. CRM System RFP Template V I E W R E S O U R C E Map Success with Sales- Force Automation (SFA) 6 Are you Prepared for CRM? How-to Guide 4 5 Consider a SFA Pilot Make a Recommendation Action Plan STEP 4 - Consider a SFA Pilot 1 Conduct a Readiness Assessment 3 Evaluate CRM Systems 2 Prioritize Results Even if you score poorly on the readiness assessment, there may be some value in conducting a pilot project for sales- force-automation (SFA) to help you manage leads, accounts, opportunities, etc., and build momentum for CRM. CRM System RFP Template V I E W R E S O U R C E Map Success with Sales- Force Automation (SFA)

  7. 7 Are you Prepared for CRM? How-to Guide 3 4 5 Evaluate CRM Systems Consider a SFA Pilot Make a Recommendation Once you understand your current CRM readiness, make a recommendation to Senior Management to get started, approach cautiously, scale back, or cut the initiative indefinitely. Action Plan STEP 5 - Make a Recommendation 1 Conduct a Readiness Assessment 2 Prioritize Results Put Recommendations into Action with Senior Management 7 Are you Prepared for CRM? How-to Guide 3 4 5 Evaluate CRM Systems Consider a SFA Pilot Make a Recommendation Once you understand your current CRM readiness, make a recommendation to Senior Management to get started, approach cautiously, scale back, or cut the initiative indefinitely. Action Plan STEP 5 - Make a Recommendation 1 Conduct a Readiness Assessment 2 Prioritize Results Put Recommendations into Action with Senior Management

  8. Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com About Demand Metric Follow us on Twitter Like us on Facebook Join Linkedin Group © Demand Metric Research Corporation. All Rights Reserved. Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com About Demand Metric Follow us on Twitter Like us on Facebook Join Linkedin Group © Demand Metric Research Corporation. All Rights Reserved.

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