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PREPARED
FOR CRM?
HOW-TO GUIDE
Are you Prepared for CRM?
HOW-TO GUIDE
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.
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.
Bottom Line
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.
Evaluate CRM
3 Systems
Make a
5 Recommendation
Conduct a
What Needs to Get Done?
1 Readiness
Define Your Priorities.
Assessment
Evaluate CRM
3 Systems
Make a
5 Recommendation
Conduct a
Stay Up-To-Date on CRM
1 Readiness
Vendor Offerings
Assessment
3 Evaluate CRM
Systems
VIEW RESOURCE
Consider a SFA
4 Pilot
Make a
5 Recommendation
Conduct a
Map Success with Sales-
1 Readiness
Force Automation (SFA)
Assessment
4 Consider a
SFA Pilot
CRM System RFP Template
VIEW RESOURCE
Make a
5 Recommendation
Conduct a
Put Recommendations
1 Readiness
into Action with Senior
Assessment
Management
Consider a SFA
4 Pilot
5 Make a
Recommendation
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