How to Succeed in your CRM Project

The implementation of a CRM in a SME requires good preparation upstream in terms of organization but also human resources and change management. Any informed business leader inevitably asks himself these questions

Why does my business need a CRM?

Answering this question means first of all precisely defining the scope of implementation (commerce, marketing, communication, etc.) and identifying the recurring problems that the tool will have to solve, but also the advantages that it must bring in the long term. to organization and business performance.

This question is an essential prerequisite for defining the functionalities necessary for your CRM. The possibilities available on the market are numerous to determine the criteria of choice to have the right CRM in relation to your needs. You will need both not to take too many features that will end up putting off your users and remain unused, but also have the ability to add new features later (and to be honest, all CRMs offer almost the same thing in terms of functionality).

But the technical solution to be deployed will not be quite the same if the expectation relates to the management of salespeople or the implementation of an automated marketing strategy.

From simple customer relationship management to calculating revenue forecasts, a CRM solution can archive history, share data, develop consolidated customer views, identify opportunities or even produce performance indicators.

What to lose without a good reflection and analysis upstream with all the services concerned…! So, it is better to keep it simple at the start and increment new features over time, than to embark on an overly complex gas machine.

Please note that a CRM is not an ERP (and vice versa). It will therefore not a priori concern all of the company’s services. However, it remains to be defined who the users will be immediately, who could potentially use it in the future.

Will CRM only concern sales teams? Or also marketing? Communication ? Accounts Receivable and Supplier?

In short, CRM will concern all departments that have a relationship with customers at some point. But will each profession have access to the same functionalities? Will everyone be able to act or should only consultative access be provided? How many users will use it daily or occasionally? Is the initial scope definitive or should an evolution over time be foreseen?

Since a CRM solution is only useful to the extent that users take ownership of it, this step is essential, including in its strategic and forward-looking vision.

What is the budget for a CRM?

If there are free solutions on the market, these remain limited in terms of the features offered (and very little configurable) and limited in terms of the number of users.

The price is broken down into 4 phases:

Phase 1: setting up the software in line with your company and processes.
Phase 2: the incrementation of your data in the system (customer files, sales history… product catalog) the cost will depend on the volume and quality of the data.
Phase 3: subscription to the software according to the number of users (like any application
Phase 4: Training your employees in the use of CRM

Once we know more or less that it envelops allocated to the project, what is especially interesting is to approach the subject by its “return on investment” (ROI) side in quantitative and qualitative terms!

For example, we can easily follow a qualitative ROI with features that make life and performance easier for sales teams: management of appointments – reminders, consolidated customer file, data sharing, etc. A comparative analysis of the evolution of the performance of each according to the individual application to use the tool will also be a good indicator.

What is the constraint time?

The question of time arises mainly at two levels. Timing is essential first of all from the point of view of the internal rhythm of the company. The implementation of a CRM tool will be all the more successful if it is done at a time when the sales and marketing teams are available and can be mobilized, because it is only if the teams are integrated into the project from the beginning that your CRM project can be a success.

First of all, there will be a time to clarify the needs of each department concerned which will then be translated into technical specifications, then there will be a time for deploying the solution and setting it up and finally, perhaps the most important time, that of training your employees. It is therefore essential that from the initial study period, as well as during the implementation and appropriation phase, to allocate dedicated time, even if it means lightening other tasks.

Am I organized and structured to have a CRM?

Before starting, it is necessary to master and know how to describe these internal processes and put them in place if they are not sufficiently defined. CRM is a tool, not an end. It will not replace poor organization. Asking yourself this question also means asking yourself about your ability to manage internal change. For the company, it is a question of measuring the resources that it will be able to allocate to the CRM project.

Who will be in charge of the animation so that the tool enters everyone’s routines? Who to be administrator or referent? Who will help users in difficulty?

Without available resources, it is better to postpone the implementation of the CRM. Finally, it is essential to associate the teams so that they do not see the CRM as a constraint or an additional burden but as an opportunity. They need to feel part of the project. It is a lot of change management work to be done by involving the teams from the start of the project.

If the choice to invest in a CRM is often a general, commercial or marketing direction, the choice of the solution or, in any case, the preparatory work, must be carried out by everyone. A CRM project within a company is by nature a collaborative, horizontal and transversal project. This step will identify the obstacles, reassure the teams and create a collective dynamic so that the project is a success for everyone and for the company.

How to Succeed in your CRM Project

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