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Marc Satin & Robyn Betts
Enrollment Rx
Babson College
@EnrollmentRx | #hesummit
Orchestrating a Successful CRM
Implementation
Orchestrating a Successful CRM
Implementation
First Last Name
Title
About Enrollment Rx, LLC
First Last Name
Title
• Founded in 2008, Deep Domain Expertise
• Focus Exclusively on salesforce.com for Higher Education
• “Higher Ed App” and Toolkit built on the Salesforce platform
• Gold Sponsor of the Higher Ed Summit
We Help Institutions of all size
First Last Name
Title
The Babson Story
Orchestrating a Successful CRM Implementation
Orchestrating a Successful CRM Implementation
The Project
Graduate
Admissions
Graduate
Marketing
How it started
•  “Can’t Report Accurately”
•  “No System!”
•  “Can’t Track What We Want To!”
•  Prospective experience disjointed and
inconsistent
Symptoms of Underlying Issues Visible First in Technology Layer
We Need A New System!
So, did you get a new system?
Orchestrating a Successful CRM Implementation
Orchestrating a Successful CRM Implementation
This was about a lot more than just technology
Challenge: This isn’t just an IT project!
Preparing for the Project
We are all in agreement, then
Define the problem you are trying to solve
Define Success!
Project Charter - Formal documentation of project goals,
approach, and success criteria
Define the problem out loud
Know what “good” looks like
Get agreement
Team, Project Governance, Communication
Set up Standing
Meetings
Have Sponsors
Have a Strong Project
Manager
Report Out Weekly
Define Roles and
Responsibilities –
Out Loud!
All that before even starting?
Wait, all that before even
selecting a tool?
Ensures that you are all on the same page
Perform Business Process Analysis
40+
PEOPLE
INVOLVED
12+
PROCESS
REVIEWS
35+
DOCUMENTS
We Need A New System!
Way of Working
We know our business
We don’t know CRM
Find a partner that
knows both
Communicate Broadly
“What’s in it for me?”
Celebrate Improvements
Early and Often
Champions for Change
Find the squeaky wheels
Set Up SYSTEM Governance Early On
Leave Enough Time!
– Build in time for chartering process
– Build in time for contract negotiation
across multiple vendors
– Don’t skimp on testing!
Babson took 18 months to
select and implement
A Helpful Framework
Establish Urgency
“Burning Platform”
Build
Guiding
Team
Get the
Right
Vision
Communicate
for Buy-In
Empower
Action
Create Short-
Term Wins
Don’t Let Up Make it Stick
Declining
Enrollment;
Bad Prospective
Experience
Project Team /
Sponsors /
Chartering!
Business Process
Mapping
Pain Points / Opportunities
Governance Team /
Training / Sponsor
Accountability
Starting with Strategy /
KPIs
Kotter’s 8-Step
Change Model
Orchestrating A Successful CRM Implementation
1.  Define your problem
2.  Define Success
3.  Create Your Project
and Communication
Structure
4.  Perform Business
Process Analysis
5.  Find the Right Partner
6.  Communicate Broadly
7.  Create System Governance EARLY
8.  Leave More Time Than You Think!
Thank you!
Robyn Betts
Director, Project Management Office
Babson College
rbetts@babson.edu
Marc Satin,
Chief Operating Officer
Enrollment Rx
msatin@enrollmentrx.com

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