CRM 101: Session 3: Less is More - How to Plan a Successful CRM Rollout


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Most implementations fail because they are too complex. Technology Advisors’ Sam Biardo explains the difference between thorough and complicated and will illustrate ways you can plan for the important parts of a CRM rollout without getting sidetracked by details that aren’t so important. Learn what causes project failures, how to prevent them, and what techniques you can use to make your CRM project successful.

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  • CRM 101: Session 3: Less is More - How to Plan a Successful CRM Rollout

    1. 1. CRM 101Less is More: How To Plan A Successful CRM Rollout
    2. 2. Sam BiardoCEO – Technology Advisors Inc. Twitter -@sambiardo 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 2
    3. 3. Agenda Why CRM projects fail? What you need to do to be successful in your CRM implementation?Tweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 3
    4. 4. Why bad things happen to good people who don’t plan their CRM project. 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 4
    5. 5. Why CRM Project Fail? 1. Failure to plan: lack of strategy Over 70% of all CRM projects through 2015 will be viewed as a failure without an overall CRM Strategy –Gartner Group 2011 CRM conferenceTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 5
    6. 6. Why CRM Project Fail?2. Failure to deliver what is required Wrong business requirements addressed Unrealistic time and budget constraints Poor project governance Poor Implementation Loss of focus on project benefits Environmental changesTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 6
    7. 7. % Probability of Failure by time of implementation Project Failure Rate 100 90 80 Keep Implementation under Chance of Failure 70 6 months 60 50 40 30 20 10 0 1 2 3 4 5 6 7 8 9 10 11 12 Project Duration in MonthsTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 7
    8. 8. How to succeed with your CRM project without really trying. 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 8
    9. 9. Eleven Strategies for Success1. Obtain executive sponsorship2. Consider corporate culture when deploying CRM3. Clearly identify requirements4. Align requirements by key stakeholders5. Take a phased approach6. Define business objectives before implementing7. Implement using a methodology8. Have a solid project plan9. Build in a change management process10. Train before implementing11. Get user adoptionTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 9
    10. 10. 1. Obtain Executive SponsorshipYou need executivecommitment, not support.Tweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 10
    11. 11. 2. Consider Corporate Culture Understand the skill set of the organization before determining a solution Ask these key questions: Do you have an IT staff who can support your CRM? Does IT understand your business? Do you have an analyst on the business side who can coordinate feature requests?Tweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 11
    12. 12. 3. Clearly identify requirements Consider developing use cases and user stories Build mock up using presentation software discussion day-in-the-life situations Understand that requirements are 15% to 25% of the budget Measure these requirements that a lot of us miss: Training Cost (Short and Long term) Support Data Retention and Security Data Migration Requirements Data Cleansing StandardsTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 12
    13. 13. 4. Align requirements by key stakeholders Align requirements to departments and do a metric analysis of the existing processes: Number of calls in a day Number of step to close a case Number of case closed in one step Determine if the new solution will be more efficient Use the metrics to determine overall ROI after the implementationTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 13
    14. 14. Sample metrics Marketing Sales Service New customer Reduction in Deal First interaction acquisition admin. time Size close rate Revenue per Reps to Activity Response Rate rep quota per channel Conversion Rate Cost of sales Close rate Call length Campaign Customer face Lead Wait time planning effort time/selling time conversion Campaign Opportunity Number of Case again execution effort aging renewals Cost of new Forecast Revenue per Up-sell/ customer acq. accuracy customer Cross-sell Campaign/event Order Profitability per Response time profitability accuracy customerTweet: #SCON12
    15. 15. 5. Take a phased approach Create a strategic plan before rolling out Keep phases to 3 months schedule Consider 3 to 4 release a year Evaluate each release after the previous release and review priorities Expect to pay 25% to 33% of your original implementation costs to support for: Changing business requirements Additional training Additional featuresTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 15
    16. 16. 6. Define business objectives beforeimplementing Clearly state the objective of the implementations in a form that is measurable with a deadline for meeting those objectives: 75% accurate forecast in 180 days 10% increase in support time 15% reduction in the cost of proposal generationTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 16
    17. 17. 7. Implement using a methodology A successful CRM project requires one key success factor: choosing a methodology for implementationTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 17
    18. 18. Implementation methodology option 11. Water fall structured approach You start coding and I will go find out what they want!Tweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 18
    19. 19. Implementation methodology option 22. Agile Approach Agile Development Cycle Pre Planning & Deployment / Global Prototype Training RequirementsBusiness Scope Project Planning Business Requirement Requirement Evaluate Productize Deploy Document Project Management / Users Adoption /Change ManagementTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 19
    20. 20. Comparing and contrasting both options Water Fall Agile End user support for design Requirements not clearly and review defined Scope and solution can be Well understood requirements released in phases Features can be deferred to a Stable business processes future release if not completed Cannot easily phase our End users are engaged thought requirements the project developmentTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 20
    21. 21. 8. Have a solid project planThe best things about not planningare failure comes as a completesurprise and is not proceeded by fearand depressionTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 21
    22. 22. 9. Build in a change management process Scope Evaluate Rank Implement / DeployTweet: #SCON12
    23. 23. Scoping Develop change board to make feature recommendations. Compose initial scope using outstanding wish list Develop a list of functional requirements. Make sure that any change supports a business requirement.Tweet: #SCON12
    24. 24. Scoping Don’t save data just for the sake of saving data! (That’s called hoarding)Tweet: #SCON12
    25. 25. Ranking Estimate Rank – functions and Publish Change Release Plan determine Roadmap Board budgetTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 25
    26. 26. Implement / Deploy Consider quarterly releases No implementation should be more than 6 months ever Provide extensive training Ensure appropriate follow up training Use an end user driven method to determine the training levels and timeTweet: #SCON12
    27. 27. Evaluation Conduct follow-up survey Review with change board Modify roadmapTweet: #SCON12
    28. 28. Transition Model of Change •Confront with information External •Acknowledge •Be clear and concise accomplishments •Be honest •Celebrate •Don’t be in denial yourself •Stay involved •MBWA •Communicate Denial Commitment Past Future Resistance Exploration •Listen •Channel energy initiative •Be authentic •Use brainstorming •Lower anxiety •Reinforce a “future focus” •Clarify issues and barriers •Say “goodbye to the past” InternalTweet: #SCON12
    29. 29. 10. Train before and after implementing • Project team training • Scenario-based user training • Administrator training • Follow-up TrainingTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 29
    30. 30. 11. Get user adoption Key Strategies Get support from the Top Show the Sales team WITFM Drive adoption from the bottom up Make adoption a contest Reward employees who adopt Punish those who do not adopt Train, Train, TrainTweet: #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 30
    31. 31. Types of User AdoptionsTechniques Positive Motivators Negative Training Motivators Peer PressureTweet: #SCON12
    32. 32. Power of Adoption Peer Pressure Positive Motivators Training Negative MotivatorsTweet: #SCON12
    33. 33. Power of Combination Positive MotivatorsTeam Salesevent that Peer Negativeprovides a trip Pressure Motivatorsto the mostaccurate 6month pipeline. TrainingTweet: #SCON12
    34. 34. Measurement Understanding your CRM is the first step to understanding the approach you should use to get adoption: Collect usage statistics Survey people about their skills Analyze field usage Do a time studyTweet: #SCON12
    35. 35. Adoption Planning1. Review metrics and determine adoption weaknesses2. Develop plans to improve only weak areas3. Determine reasons for weaknesses4. Create an approachTweet: #SCON12
    36. 36. Submit Session Feedback Select the SugarCon Mobile App: 1) Tap on this session 2) Tap on survey 3) Submit your feedback*Prizes for attendees who submit session feedback using the Mobile App 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 36
    37. 37. #SCON12 4/24/2012 ©2012 SugarCRM Inc. All rights reserved. 37