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[INFOGRAPHIC] Should CRM be managed by marketing? And my top 6 tips for a successful deployment

CRM systems. We can’t live with them, but at the same time can’t live without them. They are a fundamental part of our team and if we use them properly, they play a huge part in our success.

I have worked for companies where CRM has been sourced, implemented and managed by IT. In my opinion this just doesn’t work. To properly manage a ‘customer relationship’ the system that helps you achieve that goal needs to be managed by marketing, working closely with Sales. IT should merely be a facilitator.

Having said that, with the increase and recent advancements of cloud based solutions, should IT be involved at all? My thoughts are no, they shouldn’t. CRM is a tool that enables us to improve the service we deliver to our customers. It enables us to track sales and marketing activity and helps the business plan for the future. If the system is outsourced and hosted outside of our internal IT infrastructure then management of the system should be driven by the users.

To add weight to that argument, the CRM landscape is changing. We are really seeing CRM 2.0 or even perhaps 3.0 with the integration of social media. Any SalesForce.com users will relate to this having been exposed to Chatter, SalesForce.com’s Twitter like collaboration tool. Click the image in this post to open an interesting infographic on the evolution of CRM.

I am currently going through the implementation of SalesForce.com and have, in the past implemented both on-premise and hosted CRM solutions to up to 5,000 users. Here are my top 6 tips for a successful deployment:

TIME
Do not underestimate the time a successful deployment takes. Personally, I believe it becomes a full time job until it is running smoothly which in my experiences can take up to 6 months.

RESEARCH
Research your needs internally and create a wish list of what you want the system to do. It’s not until you truly understand what you want to get out of CRM that you can make the right choice on the product you use

SIMPLICITY
The CRM systems I have witnessed fail in my career have been those that have been overly complicated from day one. With the recent deployment we stripped it back to the very basics and have gradually added functionality

BUY-IN
User adoption is always one of the biggest challenges with any CRM. You need to ‘sell’ the system to the users and give them functionality that makes their working life easier. If it is deemed as a laborious task or a management tool’ then they simply want use it

TRAINING
Ensure that you have at least 2 members of your team fully trained to Senior Admin standards to ensure you can change configurations and settings without incurring expensive professional service resources.

QUALITY
There is an old saying, “If you put sh*t int, then you will get sh*t out” and this has never been more true in the world of data. Spend time and budget making sure your data is in the best possible shape before loading it into your new CRM system.

I look forward to your comments and please follow me on Twitter for all my latest updates

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About garethcase

Gareth Case has more than 12 years experience of marketing in the B2B technology space and has held senior marketing roles at Intermec Technologies, Arc Solutions, Viglen, Athona and now ONI and has experience of working throughout EMEA, North America and APAC. His broad understanding of the full marketing mix combined with a diverse skill set has contributed to the success and growth of his previous employers. Gareth has proven, successful experience in the following marketing disciplines: Offline: Marketing Strategy, Team Leadership, Direct Mail, Campaign Management, Telemarketing, Print Production, Public Relations, Copywriting, Budget Management, Graphic Design, Collateral Design, Presenting. Online: Website Design, Content Management, iPad Toolkits, Social Media, PPC, SEO, Analytics, CRM, E-Marketing, Video. Gareth has experience of working across many vertical markets including Healthcare, Local Government, Education, Finance, Insurance, Manufacturing, Logistics, Retail, Media, Not for Profit and Legal. He has started this blog ‘Inside a Marketing Mind’ to share his experiences and promote debate around the latest marketing innovations. Follow Gareth on Twitter here – http://twitter.com/gareth_case and subscribe to the blog for all the latest updates. For a more detailed synopsis of Gareth’s skills and experience, please visit his blog or LinkedIn page

Discussion

4 thoughts on “[INFOGRAPHIC] Should CRM be managed by marketing? And my top 6 tips for a successful deployment

  1. I just want to tell you that I am newbie to blogs and absolutely enjoyed you’re web-site. Probably I’m going to bookmark your blog . You amazingly have impressive article content. Appreciate it for sharing with us your blog.

    Posted by Micki Brumlow | September 26, 2011, 8:36 pm
  2. Hi Gareth, really useful article. I’ve also implemented several CRM’s and agree with your points especially on User Buy-in. In my experience, it all falls down if you have Field Sales people who find it difficult/time-consuming to update or even access the system from their hotel room or customer’s car-park. Implementations that I have seen fail before have been because Sales start to work outside the system so marketing, pre-sales, customer services etc. don’t have the real up-to-date picture of the customer.

    Posted by Scott Burden | June 28, 2012, 11:50 am

Trackbacks/Pingbacks

  1. Pingback: [INFOGRAPHIC] Should CRM be managed by marketing? And my … - Spunje - September 5, 2011

  2. Pingback: Should Sales and Marketing Work Together? « INSIDE A MARKETING MIND: BLOG BY GARETH CASE - September 22, 2011

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