Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

MAS creating a CRM playbook ebook

292 views

Published on

How creating a CRM Playbook can improve your User adoption....and it's easy to do.

Published in: Software
  • Be the first to comment

  • Be the first to like this

MAS creating a CRM playbook ebook

  1. 1. Creating a CRM Playbook ‘Our Top 9 Tips’ ©Marketing Answers and Solutions Limited 2016
  2. 2. 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
  3. 3. 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. ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May
  4. 4. Understanding Key CRM Concepts Tip 1 ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May
  5. 5. 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. ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May
  6. 6. Understand the CRM Journey Tip 2 ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May
  7. 7. 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. ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May
  8. 8. Explain your Sales Process Tip 3 ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May
  9. 9. 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. ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May
  10. 10. Create a Strong visual design Playbook Tip 4 ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May
  11. 11. 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 ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May 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.
  12. 12. Keep it short Tip 5 ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May
  13. 13. 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 ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May 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
  14. 14. Get Feedback and Update it Quick Tip 6 ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May
  15. 15. 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. ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May
  16. 16. Have a 90 day Plan for your CRM On- Boarding Process Tip 8 ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May
  17. 17. 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’. ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May
  18. 18. Get Help to Implement and Plan your CRM On-Boarding Process Tip 9 ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May
  19. 19. 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 ©Marketing Answers and Solutions Limited 2016- “Creating a CRM Playbook Top 10 tips” –Issue 1 May

×