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ARE YOU

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.

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.

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.

2 Are you Prepared for CRM? How-to Guide


Action Plan
STEP 1 - Conduct a Readiness Assessment

Conduct a Download the CRM


1 Readiness
Assessment Readiness Assessment Tool

Use Demand Metric’s


downloadable CRM Readiness
Prioritize Assessment tool to measure
2 Results your preparedness across 6
dimensions.

Evaluate CRM
3 Systems

CRM Readiness Assessment

Consider a SFA
4 Pilot
VIEW RESOURCE

Make a
5 Recommendation

3 Are you Prepared for CRM? How-to Guide


Action Plan
STEP 2 - Prioritize Results

Conduct a
What Needs to Get Done?
1 Readiness
Define Your Priorities.
Assessment

Review your ‘results’ to identify key areas that


need to be addressed immediately, can be
completed over time, or can be ignored.

2 Prioritize
Results

Evaluate CRM
3 Systems
CRM Program Strategy Scorecard

VIEW RESOURCE
Consider a SFA
4 Pilot

Make a
5 Recommendation

4 Are you Prepared for CRM? How-to Guide


Action Plan
STEP 3 - Evaluate CRM Systems

Conduct a
Stay Up-To-Date on CRM
1 Readiness
Vendor Offerings
Assessment

Read Evaluating Hosted CRM


Systems to quickly get up to
Prioritize speed on vendor offerings.
2 Results

3 Evaluate CRM
Systems
Evaluating Hosted CRM Systems

VIEW RESOURCE

Consider a SFA
4 Pilot

Make a
5 Recommendation

5 Are you Prepared for CRM? How-to Guide


Action Plan
STEP 4 - Consider a SFA Pilot

Conduct a
Map Success with Sales-
1 Readiness
Force Automation (SFA)
Assessment

Even if you score poorly on the readiness


assessment, there may be some value
Prioritize
2 Results in conducting a pilot project for sales-
force-automation (SFA) to help you manage
leads, accounts, opportunities, etc., and build
momentum for CRM.

Evaluate CRM
3 Systems

4 Consider a
SFA Pilot CRM System RFP Template

VIEW RESOURCE

Make a
5 Recommendation

6 Are you Prepared for CRM? How-to Guide


Action Plan
STEP 5 - Make a Recommendation

Conduct a
Put Recommendations
1 Readiness
into Action with Senior
Assessment
Management
Once you understand your current CRM
readiness, make a recommendation to
Prioritize
2 Results Senior Management to get started, approach
cautiously, scale back, or cut the initiative
indefinitely.

Evaluate CRM
3 Systems

Consider a SFA
4 Pilot

5 Make a
Recommendation

7 Are you Prepared for CRM? How-to Guide


About Demand Metric
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

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