CRM Implementation

Few doubt the transformative impact AI will have on industrial sales organizations in the coming years. Already a proven force multiplier, AI tools are rapidly emerging to analyze client behavior and generate actionable insights for your sales team to pounce. 

Implementing a new CRM is a big milestone, but to properly root new processes and technology requires additional planning and execution. Key responsibilities and focus areas for the CEO for CRM in the post-implementation phase include: 

You’ve tested and tweaked your CRM system; your team, stakeholders and executives have signed off. Everything seems ready to go.  

What’s next?  

Have a bad taste in your mouth from your last CRM implementation attempt?  

Know that your business could benefit from a single source of truth across the organization but hesitant to give it another shot?  

Brian Gardner, Founder and CEO of SalesProcess360, was recently invited onto Driven by DCKAP, a podcast that discusses the technology challenges faced by modern distributors. DCKAP specializes in ERP integration platforms designed for distributors. 

Most businesses start their CRM journey with the best of intentions. They’re excited about the prospect of collecting data to better manage their customers, products, relationships and business opportunities. 

They are used to having an ERP to manage the back end of their business. They assume its rollout can’t be much different and proceed to hand it over to their IT person to lead the charge.  

The goal of customer relationship management (CRM) is to efficiently and effectively grow your business while improving the customer experience. When implemented properly, CRM can give companies a competitive edge. 

For a variety of reasons, most service providers (VARs and integrators) are closely affiliated with a major CRM company. Often, it’s for the installed base access. In this relationship, the company hands over a list of customers (installed base), usually in a geographic territory, so the provider can service the accounts, push modifications, and new add-on capabilities. However, CRM systems are not all the same, and they don’t carry the same feature functionality. Users must be careful to use platform-agnostic providers to get the best form, fit, and functions in their CRM solution. This approach is critical to preventing trips and costly false starts.  

With CRM, 80% of us suffer from low adoption leading to poor ROI-itis. Fortunately, this condition is not terminal and can be fixed by following five easy steps. 

Have you invested plenty but still struggle to get adoption and ROI on your CRM?

You don’t have to settle for an underperforming CRM. Use this guide to Identify the issues, detail a path forward and reconstitute your project with a CEO for CRM.