MAS creating a CRM playbook ebook

Creating a CRM Playbook

‘Our Top 9 Tips’

©Marketing Answers and Solutions Limited 2016

Introduction

The purpose of the eBook is to give you some indicators in how to

create and what to include within your CRM Playbook.

The key point to remember is that is it not a replacement for a

traditional User Manual.

But a CRM Playbook can be a more colourful and visual aid to

walking people through the Process Flow of using the CRM system

together with in my view useful screenshots.

So, here are our top 9 Tips…. , but first, lets remind ourselves of

what a playbook is….

©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May

Before you look at any CRM Playbook, we

need to first consider what a Playbook is..

The best definition I have come across so far

is…

“Playbooks can be formal documents… but

they are also business process workflows,

standard operating procedures and cultural

values that shape a consistent response – the

play. A playbook reflects a plan; an approach

or strategy defining predetermined responses

worked out ahead of time.”

What is a Playbook

This is taken from an article from Accenture blog series.

Now we can look to see what we need to include within our stricter definition of a CRM Playbook.

Remember, this is not a definitive list and your own playbook may differ, but they key to a CRM Playbook is that

it should complement the CRM system training manuals which are focussed on the operation aspects of using

the system such as creating records, navigating, attaching documents and the day to day usage.


Understanding Key CRM Concepts

Tip 1


What is the "CRM Triangle"?

Simply put, for any CRM or contact management system used

by sales and marketing there are three core interlinking

components:-

• Company or Accounts

• Contacts or Persons

• Opportunities

At the heart of these three corners lie the Day to Day Activities

such as calls, emails, meetings and any other activities, such as

Next Actions, To-Do’s.

All of these activities can be linked to a Company, Contact and

also if need be an Opportunity.

These interactions lie at the core of any Customer Relationship

Management software system.

Make Sure Staff Understand – The CRM Triangle

Understanding the concept here, just means that as a User, you are better able to understand how each

application you review can best meet these interactions for your own requirements.

It helps to explain why we at MAS able to offer multiple CRM products since the fundamentals remain the same,

the design, layout and customisation process between software applications may be different, but the overall

output remains similar for core functions with a different 'look and feel' for each software application.


Understand the CRM Journey

Tip 2


The CRM Journey is our description of the journey through

your CRM system and encompasses all the various end-to-

end touch points involved with the use of the software,

highlighting the key processes involved with any Sales

methodology., effectively moving from Lead to Prospect to

Customer

Often you start by creating a Lead, who you know very little

about. Beginning to qualify them into a Suspect, where you

still only partially know their business but have enough of an

understanding to see they have the potential one day to

become your customer.

Understand the Typical “CRM Journey”

As you nurture that relationship they become a Prospect (with an associated opportunity) where you can

attribute a Sales Value to this Opportunity…here they are a core component of your CRM system. The question is

usually how you treat Leads within CRM system which is covered in a separate Blog.

However, from a Prospect, your goal is to convert them into a fully fledged Customer!

This is what makes CRM such an invaluable tool to businesses who want to develop a better understanding of

their Sales Process – allowing them to track and monitor the end-to-end.


Explain your Sales Process

Tip 3


The focus here is outline your own Sales Process is to

help Users to understand where CRM fits in.

Here as in the example graphic, it is worthwhile taking

them through the importance of Leads and understanding

some of the key metrics.

For example, here we are looking at Website only as the

main Source of Leads, although of course there will be

many sources from “customer referrals” to “website” to

“exhibitions” etc.

But taking this example, for every 1000 Visitors this

company gets a 10% trial of their product.

This drops down to just 10 Leads with only a 1 in 10 chance

of closing.

Explain your Sales Process

The key here is also understanding why CRM is being implemented since it often help to identify and track

changes in this Lead a s well as establishing and building a better understanding of the profile of a likely

converted Leads.

Ultimately, this means that of the 100 Trials ion this example, the new CRM system over time maybe able to

highlight that 20 of them fit the ideal profile, so Sales in future can focus on these first and not waste time.


Create a Strong visual design Playbook

Tip 4


You want something that is strongly visually and having

invested in the CRM concept, an extra £10 for printing a

colour visual aid is a small investment.

But this does highlight the important and seriousness of

the investment.

With PowerPoint templates, you have a wealth of designs

or even use a Graphic Designer to create a new

PowerPoint template.

Once you have the copy, then the Images are just a short

Google search away*

Remember, this is the first draft, so you can always add to

it and refine it.

Make sure it has the draft and date in the footer as below.

* although remember to credit the image provider if need

be.

Create a visual design template for your Playbook


Unsure where to start?

If you are looking for extra PowerPoint

template or more interesting templates, why

not try:-

www.slideteam.net

They have loads of free presentations to get

you started.

Keep it short

Tip 5


The first draft needs to be available as soon as your

system is ready to go, so you need to work with a short

version or create a series of Playbooks for the key Stages,

so typically these could be:-

• Lead Contact.

• Prospect development and engagement

• Closing the Sales and what needs to be done

to on-board the client

• Post Sales engagement and Customer Service

activities


Keep it Short …to start with.

Each of these mini-process areas could be assigned to someone to create in a template PowerPoint design, just like

this one with say a target of max. 5 slides on each.

Wham, you now have a simple 20 or so page playbook for the launch of your CRM. In my view, this should then

continue to be managed and controlled by the System Administrators.

Note: This is a free CRM powerpoint via www.Slideteam.net

Get Feedback and Update it Quick

Tip 6


Your CRM system playbook will be both

printed and available to refer to on your

network, ideally attached as a key

reference document within your CRM

system.

However, in the first few weeks after

launch of your system and whilst your

User Team are still going through the

adoption process, it is important that

when you get feedback, you update this

quickly.

Get Feedback and Update it Quick

Ensure that your first edition is available as part of your UAT (User Acceptance Testing) so that you also get

feedback on the Playbook.

The key In our view is to both keep it simple and short, but also to ensure it is visual and packed with the all

important screenshots and graphics, even if these are all generated from PowerPoint images.


Have a 90 day Plan for your CRM On-

Boarding Process

Tip 8


As mentioned in previous blogs, once you look to

deploy, our view is that the first 90 days are critical

and here the objective is for a smooth and simple

transitions. The key is not to :

• Get over ambitious with changes

• Adding too many new processes

• Creating complex customisations*

• Try not to introduce too much new

functionality too early*

*unless these save time and effort

90 Day Plan and Review

You want your Users to seamlessly move to the new system, which is bound to have a different “look and feel”

to their previous system. Once the system is up and running ensure your Project Team meet on a weekly basis,

but try not to make too many changes each week, otherwise the system will gain the reputation of “never

being finished”. Let your Users know ‘break points’ between rounds of change and after first month, try not to

do any more changes for at least 60days to embed the system.

Make sure ALL your Users know there will be changes at set times as the system evolves and that you do have

a 90 Day Plan to Review the system again if justifiable make further changes or introduce new functionality as

the system has then ‘bedded down’.


Get Help to Implement and Plan your

CRM On-Boarding Process

Tip 9


MAS have spent many years managing many CRM

implementations and have gained a wealth of

experience and ideas to support our processes.

The introduction of new CRM system or indeed

migrating to new Cloud based CRM system is

something we have been doing for over 10

Years, so….

Why not call us and find out how

we support and help you with your

new CRM Adoption Process.

Getting Help to Plan More Questions?

If you are looking into how a CRM system can be used more effectively or you are looking at how you can

improve your existing CRM functionality and User adoption, then speak to a MAS consultant to see how we can

help.

Call us on 01905 380920 or visit our Website to learn more about our approach

Feedback on this ebook? Please email


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MAS creating a CRM playbook ebook