The document outlines an agenda and questions for a CRM envisioning workshop to discuss sales processes, relationship data, governance models, and next steps. Key topics to be addressed include the customer lifecycle, relationship metadata, rules of engagement, who can access what data, and developing a digital and mobile strategy. The workshop will also identify high priority features and an initial user story to start implementing the new CRM system.

1. CRM Envisioning
Phase
| BI/ PMO |
May 25th |
2017
CRM Envisioning Phase
Workshop Questionnaire

2. • Sales processes and metrics
• Type of relationships
• Relationship metadata
• Rules of engagement
• Governance model
• Digital Strategy - Mobile First
• Next Steps
Agenda
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3. • How are the stages of the customer life cycle in the company?
• How does the company acquire businessclientscontacts?
• How does the company ensure business continuity with its relationships?
• How does the company maintaintrackmonitor relationships?
• What are the different phases an opportunity goes through?
• What kind of marketing campaigns does the company run?
Sales Processes and
Metrics
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4. • What does the company’s pipeline look like? How does the pipeline impact other
processes such as staffing?
• How does the company approach new sells? upsell? Cross sells?
• What are the company’s relationship metrics? Should the company have different
metrics in different regions? How does the company define its targeted business
goals and monitor market share?
• How can the CRM system align with PR, marketing, and communication?
Sales Processes and
Metrics
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5. • What’s a client?
• What’s a company?
• What’s a contact?
• What’s an account?
• Are there any other types of relationships?
• How do these relationships overlap? How do they connect?
Types of Relationships
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6. • The metadata should be driven by the analytics that will be used to grow the
business.
• Should the metadata vary per reign? Assuming a primary set the applies to all
regions.
• What are the metadata the company wants to capture about its relationships?
• Examples: Ownership and associations, Geographical location, Market segment,
Industry type, PrivatepublicNGOnonprofit…etc.
Relationship Metadata
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7. • How does the company engage its clients? How often? What kind of media is used?
• Who can contact clientscontacts?
• What’s considered a high profile relationship? What are the rules for high profile
relationships?
• How does the company measure the success of its relationship with a given client?
Rules of Engagement
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8. • Who can see what? Who can edit what? Who can report on what?
• Who can be an owner of a marketing campaign?
• Who owns a relationship?
• Who is responsible for data validity and data maintenance?
• Should partners and vendors be recorded in the CRM?
• What’s the impact of the CRM on the public website?
Governance Model
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9. • Advantages of implementing Mobile
• People on the road don’t like to type!!!
• Improved data quality, information accessibility, and user adoption
• Integration with other apps such as Outlook and local cellphone contacts is
essential
• What’s the devices landscape in the company?
• What are the most important features for team members on the road
Digital Strategy - Mobile
First
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10. • Document the business objective and success criteria
• Document the customer life cycle
• Develop a business case
• Evaluate and select a product
• Initiate requirements gathering sessions with the stakeholders
• Define epic user stories (high level features)
• Prioritize user stories
• Identify required integrations and their impact on the selected user stories
• Identify the first user story to implement
Next Steps
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