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ROI from CRM:Let’s Make IT Heroes
Brian Gardner Founder & lead evangelist, SalesProcess360Author, ROI from CRM
Goals for This Session Present a proven methodology to get
ROI (People, Process, Technology)
Suggest Do’s and Don’ts for CRM Projects
Give you tools that you can use -Free book
Provide coaching when you need it
Who feels their company is getting ROI from CRM?
Have CRM?
ROI from CRM?
Why? Why not?Management mandates useIt’s seamlessly integrated into our ecosystemIts become part of our culture
Its boosted sales productivityMobility
Sales thinks it’s hard to useIt’s a stand alone app
Performance is not acceptableIt doesn’t do everything users wantNo mobile app available
How I Got to This PointWhy is CRM so hard to
Implement- Enrollment
- Engagement- Solution Success
ROI from CRMGet your arms around your processes.
1. Required
Team Review
2. Sales Process
Gap Analysis
3. CRM Roadmap Matrix
4. CRM Phased Roadma
p
5. CRM ROI
Calculator
CRM Audit
How can you get the Sales Team to be doing this for CRM?
(Inside and Outside Sales)
Get Sales Involved Early
Make them part of the process▪Specification/Needs▪Evaluation ▪Selection ▪Training
Top Guns involved (Why?)
Make technology work for the sales team
System easy to use▪ Intuitive UI▪As few clicks as
possibleCritical/Key information at their finger tips▪ Account activity by all departments
(touch points) ▪ Marketing Automation (Contact Scoring) ▪ ERP data (Sales History, Credit Hold)▪ Easy Email Integration▪ Mobile (Voice, What’s near me, 360 view,
maps)▪ What’s new ▪ Knowledgebase (competition, successes,
applications)
Start Slow and Grow
Don’t overwhelm the team
Pick around 3 (no more than 5) things to focus on first
Pilots with a cross functional team is best practice
Position as a TEAM Solution
Information
Inside and Outside SalesReps
Management
Help Desk
Service
InformationTechnology
Marketing
Training Set the
Expectations Train on the ExpectationsMonitor the Expectations
Listen to Feedback
Train on the “WHY” not just the how
Don’t Make CRM an IT only Project
Don’t throw anything at me…
CRM is technology, but its success (ROI) is driven by non-IT people
We talked people Now let’s talk about process
It is about People & Process, not just Technology.
ROI from CRMGet your arms around your processes.
1. Required
Team Review
2. Sales Process
Gap Analysis
3. CRM Roadmap Matrix
4. CRM Phased Roadma
p
5. CRM ROI
Calculator
This can be done even if you have CRM
CRM Audit
CRM Audit
By all departments and sales stages:▪ Company ▪ Outside Sales▪ Inside Sales ▪ Marketing ▪ Service ▪ Leads > Opportunities > Quotes > Order Entry
Areas for improvement & focus. Where are the gaps in your company? (Be honest!)1.2. 3.
Dos & Don’tsGet your arms around your processes.
1. Required
Team Review
2. Sales Process
Gap Analysis
3. CRM Roadmap Matrix
4. CRM Phased Roadma
p
5. CRM ROI
Calculator
CRM Audit
Build a Roadmap for Getting ROI from CRM for your Organization
List areas of focus/gap
Departments needed to accomplish
Impact (Low, Medium, High)
Internal champion(s) to get it done
Difficulty (Low, Medium, High)
Major action items to accomplish
Obstacles
Value proposition for doing this
CRM Audit SummaryCan be eye opening
Removes the subjective
Can be done pre or post CRM
Case Study: Labconco Jeff Crossley (IT Mgr.)
ROI from CRM: Dos & Don’tsGet your arms around your processes.
1. Required
Team Review
2. Sales Process
Gap Analysis
3. CRM Roadmap Matrix
4. CRM Phased Roadma
p
5. CRM ROI
Calculator
CRM Audit
Let’s Make IT HeroesSummary
1. Focus on user adoption2. Get sales involved early in the process 3. Focus on making CRM a tool that brings value to the sales
team4. Get your arms around the gaps for processes improvements5. Train on the “Why”6. Position as TEAM solution
Final Word
CRM is not a project or one-time event. It needs to become part of your
company’s culture and SOP.
“”
When IT is in sync with Sales the success rate with CRM
increased greatly.
“”
1. Required
Team Review
2. Sales Process
Gap Analysis
3. CRM Roadmap Matrix
4. CRM Phased Roadma
p
5. CRM ROI
Calculator
CRM Audit
ROI Calculator Let’s do a CRM ROI calculator for a gap I typically see in every company. Quote Follow up.
Example: let technology with CRM help the sales team. Automated email follow up process.
Increase “hit rate” on quotes with better
management of the quote follow-up process.
ROI from CRMCRM needs to be looked at as a revenue generator.
We can help you develop an ROI case even your CFO will believe• Automation• Sales process improvement• Information visibility across departments• Sales Performance Management• Common Practices• Many more
Next Step
1 Let us know if we can help you get ROI from CRM.
2 If interested in learning more about the CRM Audit (put CRM Audit on the back of your card)
