In today’s business environment, selecting the right solution to
manage your critical business functions can be challenging.
This document shares ten proven principles to help guide you and your management team through the selection process, in order to help you make the right choice.
7 Habits of Highly Effective Executive BriefingsKelley Henry
As an enterprise technology venture capital fund in New York City, Work-Bench has worked with hundreds of early stage go-to-market enterprise startups to accelerate their Fortune 1000 customer acquisitions.
Executive Briefings are a valuable tool for the startups in our community to meet and connect with Fortune 1000 enterprise buyers. For enterprises, it’s a chance to evaluate relevant emerging startups that address new opportunities or solve pain points. For startups, these briefings are a foot in the door with a potential customer through a trusted partner who can help elevate you beyond the noise.
After hosting more than 150 executive briefings with enterprise technology buyers and observing thousands of startup pitches, we’ve noticed key patterns from many of our portfolio companies that lead to successful meetings, follow-up conversations, and in the best case, POCs and pilots. We created a playbook, 7 Habits of Highly Effective Executive Briefings, to serve as a guide to own the room and land your next enterprise customer.
In today’s business environment, selecting the right solution to
manage your critical business functions can be challenging.
This document shares ten proven principles to help guide you and your management team through the selection process, in order to help you make the right choice.
7 Habits of Highly Effective Executive BriefingsKelley Henry
As an enterprise technology venture capital fund in New York City, Work-Bench has worked with hundreds of early stage go-to-market enterprise startups to accelerate their Fortune 1000 customer acquisitions.
Executive Briefings are a valuable tool for the startups in our community to meet and connect with Fortune 1000 enterprise buyers. For enterprises, it’s a chance to evaluate relevant emerging startups that address new opportunities or solve pain points. For startups, these briefings are a foot in the door with a potential customer through a trusted partner who can help elevate you beyond the noise.
After hosting more than 150 executive briefings with enterprise technology buyers and observing thousands of startup pitches, we’ve noticed key patterns from many of our portfolio companies that lead to successful meetings, follow-up conversations, and in the best case, POCs and pilots. We created a playbook, 7 Habits of Highly Effective Executive Briefings, to serve as a guide to own the room and land your next enterprise customer.
7 Habits of Highly Effective Executive BriefingsKelley Henry
As an enterprise technology venture capital fund in New York City, Work-Bench has worked with hundreds of early stage go-to-market enterprise startups to accelerate their Fortune 1000 customer acquisitions.
Executive Briefings are a valuable tool for the startups in our community to meet and connect with Fortune 1000 enterprise buyers. For enterprises, it’s a chance to evaluate relevant emerging startups that address new opportunities or solve pain points. For startups, these briefings are a foot in the door with a potential customer through a trusted partner who can help elevate you beyond the noise.
After hosting more than 150 executive briefings with enterprise technology buyers and observing thousands of startup pitches, we’ve noticed key patterns from many of our portfolio companies that lead to successful meetings, follow-up conversations, and in the best case, POCs and pilots. We created a playbook, 7 Habits of Highly Effective Executive Briefings, to serve as a guide to own the room and land your next enterprise customer.
Guide to turbocharging your marketing agencies performance with online collab...Kahootz
This guide is essential reading if you’d like to:
• Improve your communications with clients
• Improve client retention
• Devote more time to creativity and less to admin
• Widen your pool of creative talent
• Increase productivity and margins
• Win new clients and service more accounts
• Deliver better campaigns
Un-dooming IT – a CTO survival manual of how to save your company before it's...Klederson Bueno
It's often common in nowdays find comapanies/startups where they are very strongly based on IT but with a weak IT department (sometimes almost inexistent).
In this talk I'd like to show that IT is not about having one or many developers executing your project but a whole ecosystem, architecture, strategic vision over your app, site or product, aligned with good practices, scalability and mostly the business itself.
Based on personal experiences Ill talk a little bit about some mesures I had to take and how we managed to change - in a short period of time - not only IT's role in the company but also how this reflected in the product quality and the other departments.
Surviving the Software Selection ProcessAnthony D'Ugo
I presented at a CMA Ontario professional development event to 50+ attendees on Dec 3, 2009, and again on Dec 17, 2009 due to a sold out first session with an accompanying waiting list. I shared insights and approaches with the attendees to help them find opportunities to reduce the costs, risks, and time associated with software evaluation and selection. I was then asked to write an article on the topic for the CMA Ontario Member Newsletter because of the high level of interest from their members - published on Jan 2010.
Highlighting some of the less advisable approaches we've come across when selecting data-driven marketing technology and running a request for proposal, our white paper, Worst practices in RFP management, discusses some key issues and resolutions.
Getting to Yes with the Business Decision MakerHugh Taylor
Selling software to corporate clients typically includes the challenge of convincing a business decision maker (BDM) to say “yes” to an investment whose return is difficult to define. Making the all-important business case to the BDM requires software marketers to think outside of their IT comfort zones and get past technological buzzwords and the IT-centric sale. BDMs think differently from IT decision makers (ITDMs) about major software purchases. To reach them, we have to articulate a strong business value proposition for the technology purchase. In this paper, Hugh Taylor, a former IW Comms professional who now creates BDM-facing content for Microsoft, explores some proven techniques for persuading BDMs to invest in a long-term relationship with an IT vendor
7 Habits of Highly Effective Executive BriefingsKelley Henry
As an enterprise technology venture capital fund in New York City, Work-Bench has worked with hundreds of early stage go-to-market enterprise startups to accelerate their Fortune 1000 customer acquisitions.
Executive Briefings are a valuable tool for the startups in our community to meet and connect with Fortune 1000 enterprise buyers. For enterprises, it’s a chance to evaluate relevant emerging startups that address new opportunities or solve pain points. For startups, these briefings are a foot in the door with a potential customer through a trusted partner who can help elevate you beyond the noise.
After hosting more than 150 executive briefings with enterprise technology buyers and observing thousands of startup pitches, we’ve noticed key patterns from many of our portfolio companies that lead to successful meetings, follow-up conversations, and in the best case, POCs and pilots. We created a playbook, 7 Habits of Highly Effective Executive Briefings, to serve as a guide to own the room and land your next enterprise customer.
Guide to turbocharging your marketing agencies performance with online collab...Kahootz
This guide is essential reading if you’d like to:
• Improve your communications with clients
• Improve client retention
• Devote more time to creativity and less to admin
• Widen your pool of creative talent
• Increase productivity and margins
• Win new clients and service more accounts
• Deliver better campaigns
Un-dooming IT – a CTO survival manual of how to save your company before it's...Klederson Bueno
It's often common in nowdays find comapanies/startups where they are very strongly based on IT but with a weak IT department (sometimes almost inexistent).
In this talk I'd like to show that IT is not about having one or many developers executing your project but a whole ecosystem, architecture, strategic vision over your app, site or product, aligned with good practices, scalability and mostly the business itself.
Based on personal experiences Ill talk a little bit about some mesures I had to take and how we managed to change - in a short period of time - not only IT's role in the company but also how this reflected in the product quality and the other departments.
Surviving the Software Selection ProcessAnthony D'Ugo
I presented at a CMA Ontario professional development event to 50+ attendees on Dec 3, 2009, and again on Dec 17, 2009 due to a sold out first session with an accompanying waiting list. I shared insights and approaches with the attendees to help them find opportunities to reduce the costs, risks, and time associated with software evaluation and selection. I was then asked to write an article on the topic for the CMA Ontario Member Newsletter because of the high level of interest from their members - published on Jan 2010.
Highlighting some of the less advisable approaches we've come across when selecting data-driven marketing technology and running a request for proposal, our white paper, Worst practices in RFP management, discusses some key issues and resolutions.
Getting to Yes with the Business Decision MakerHugh Taylor
Selling software to corporate clients typically includes the challenge of convincing a business decision maker (BDM) to say “yes” to an investment whose return is difficult to define. Making the all-important business case to the BDM requires software marketers to think outside of their IT comfort zones and get past technological buzzwords and the IT-centric sale. BDMs think differently from IT decision makers (ITDMs) about major software purchases. To reach them, we have to articulate a strong business value proposition for the technology purchase. In this paper, Hugh Taylor, a former IW Comms professional who now creates BDM-facing content for Microsoft, explores some proven techniques for persuading BDMs to invest in a long-term relationship with an IT vendor
It is surprising how many problems can be traced back to a lack of understanding about the design of the business. This presentation identifies 10 issues addressed by having a set of Business Blueprints.
Understanding the risks in enterprise project managementOrangescrum
Risks are a given for any initiative or enterprise across industries. No wonder, PMI has dedicated a detailed process around risk management as part of their PMP certification. Risk Management requires experience, thorough knowledge of your business, the projects you are dealing with and a lot of foresight. Read the full article: https://www.orangescrum.org/articles/
Including the User: How insights drive business #pswud2017Jeremy Johnson
Design is inclusive by nature. The ability to understand people, their needs, and emotions throughout a journey is what User Experience Designers excel at! That said, many organizations still need that nudge to really get out build true empathy for the people they’re building tools, systems, and apps for. This talk will help you ramp up with modern best practices in insights gathering, while helping you build the case to invest in user understanding through showcasing the value to both your business and your brand.
We all know the feeling. The creeping sense of doom that our project is falling apart. The growing horror as we watch it unravel despite all our best laid plans. The moment of terror when we realize it’s well and truly dead.
All of us—whether we make launch plans or business plans, product plans or go-to-market-plans—have at least one skeleton in our closet. And it was most likely put there by one of these plan killers: poor alignment with corporate strategy, bad metrics or lack of understanding of the market.
Fortunately, this issue of Pragmatic Marketer provides practical tools and tips for addressing all three.
First, Bill Thomson walks us through creating a strategic product plan. Robert Boyd and our own Jon Gatrell talk about key metrics—how to measure everything from overall organizational strength to individual sprints. And finally, weaving it all together, is a real-life look at how Hubspot ensures its product launch plans succeed.
There are bone-yards full of good ideas that collapse during planning and execution. In this issue we help ensure your project isn’t one of them.
Happy reading,
Rebecca Kalogeris, Editorial Director
Small Business Survival Guide: 28 tips to unlock you own success story [eBook]Line//Shape//Space
For all the advice you need to make your small business survive and thrive check out this small business tips ebook, bought to you by Line Shape Space.
Check out: http://lineshapespace.com/
Join Decision Management Solutions, Velocity Business Services and Datarobot as we discuss the importance of operational decisions, industrialized predictive analytics and business learning in creating a predictive enterprise.
1. Is your CRM, SFA or Contact
Management Project Doomed?
Not if you apply these lessons learned:
6 Mistakes to Avoid
2. Is your CRM project doomed?
“The best plan is to profit by the folly of others ”… Pliny the Elder
1. The Cart Before the Horse ………… Page 3
2. DYI - We’ll build our own …………… Page 4
3. Unidentified Budget …………………. Page 5
4. No Plan, All Pain …………………. Page7
5. Training (“I See Smart People”) …. Page 9
6. User Adoption (Use It, or Else!) …. Page 11
Depending on the source, the reported failure rate of CRM implementations ranges from
a “modest” 28% to a mind-blowing 80%. In almost every case the outcome was both
predictable and preventable – and very expensive. In reading the literature and in our
own experience in meeting with companies that had implemented failed systems we’ve
uncovered several consistent causes. In this report we’ll outline common reasons CRM
projects fail and suggest alternative approaches to insure success. Avoid these 6
mistakes and change your CRM expenditure from “complete waste of time and money”
to “solid return on investment”.
All rights reserved. Copyright 2010. Document may be distributed under Creative Commons License.
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3. Technology Errors in Two Parts:
1. The cart before the horse
Technology is just one spoke in a wheel. When it comes to
implementing CRM , selected software shouldn’t be the
starting point of the journey. CRM (and even Sales Force
Automation [SFA] and contact management) solutions are
first and foremost about people and process.
IT-driven projects often fall prey to this inversion. We sometimes see projects so
technology-focused that the software is selected because it’s easiest to implement not
because it’s the best solution for the business. The software matters, of course, but it’s not
the place to begin the project.
Selecting the software comes after stakeholders have been engaged in defining the
objectives, evaluating and refining processes, selecting a project team, and determining
what success will look like. Once those factors are in hand, then the process of evaluating
on-premises or SaaS options should be based on that groundwork. When the “perfect”
software isn’t identified, the other big technology error is the DIY approach.
Solution development: people, then process, then software
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4. 2. DIY - We’ll just build our own solution
Your company fabricates machine tools and your IT department is staffed with MCSEs
who are networking and security experts. In fact, your staff is replete with smart people
and experts of all kinds. And not a single one - nor a team of them - is remotely qualified
for the task of building your CRM system from scratch.
During the due diligence process stakeholders often develop preferences for a variety of
the features from among all of the solutions reviewed. So, the “write our own” is born of:
The effort it takes to find best solution for your business requirements.
The belief that there is one absolutely perfect solution that works for all.
The realization that perfection isn’t going to happen.
The discovery that someone in IT knows how to program.
The belief that the only way to get that perfect fit is to build it from scratch.
Here is the reality: There are dozens of excellent solutions available in the marketplace.
Find the one that does the best job of supporting your business processes, usability and
reporting requirements, and fits your budget.
Find the best CRM software for your needs. Don’t reinvent the wheel!
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5. 3. We Don’t Have a Budget
If you were leasing a car or buying a house, you’d
make your decision, in part, based on the expected
benefits and the payments you can afford. In other
words, you’d start with a budget. If you don’t, then
you run the risk of spending too much (or, possibly
not enough, to get the features you want). Of
course, developing a budget for your project can’t
happen in a vacuum.
A way to think about how much to invest in a system is to calculate the financial impact of
expected results. Whether it’s accelerating sales, reducing expenses, or improving
customer retention – whatever the goal - quantify the anticipated savings or increased
revenue to help determine if the investment required to make it happen is sufficient. You
may also discover that the expected return is so small, or the problem you’re solving so
minor, that your project is a cost rather than investment, and simply not worth it.
As long as we’re on the uncomfortable topic of money: It’s human nature, even if we’re in
the business of selling our own products or services (and who isn’t?) to worry that the
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6. vendor is “in it for the money.” Well, of course they are! We all work for a living and a
major point of being in business is to make money.
The real issue is that the engagement must provide value and results. If you’re getting a
used-car salesman vibe from a consultant, by all means, just move on. But, it’s not in your
best interest to be coy with the advisor who will be instrumental in your business meeting
its objectives. When you select an expert who is truly on your side, they will help you align
project goals with available funds so that you’ll get the best possible solution.
So, if you want a relationship with a trusted advisor who will support your success for the
long term, then be candid about your budget and expectations. There are myriad ways to
design and deploy a CRM solution and a number of them are driven by budget and
anticipated ROI. In fact, if the ROI appears insufficient for the investment (we use a
minimum of 3 X the price as a benchmark) the ethical consultant will suggest modifying
the approach or even advise against pursuing the project.
The right CRM system is an investment: plan to make a profit.
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7. 4. We don’t have time to plan (so let’s get started)
If you don’t have the time now, then don’t do the project until you do. Or make the time
to plan for your project now if the pain or impact is sufficient. If the expected impact isn’t
sufficient to take this first step, why consider a CRM project in the first place?
Sometimes lack of planning comes from “analysis paralysis” – the inability to get buy-in, to
agree on common objectives, or because nobody owns the project. These are
understandable reasons, but they don’t change the outcome. Planning the project later
isn’t planning, - its damage control, resulting in one of several bad outcomes:
• Incurring higher overall cost for the project.
• Defeating the effectiveness of the solution.
• Complaining about its lack of success.
• Achieving low user adoption.
• Contributing to poor morale.
• Abandoning the project.
• Criticizing the vendor.
• Insufficient R.O.I.
• All of the above
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8. If you don’t have time to plan every facet of your CRM project now, then implement an
initial phase within the long term objectives. This is often the better option even when the
entire project is carefully planned.
We compare the “No Planning” trap to building a house without blueprints. A builder can’t
order materials or begin construction based on the directive: “we want four bedrooms and
two baths.” The fact that they’ve built 100 other homes isn’t relevant to building yours,
because each home was designed for the customer’s specific needs and preferences.
Just like the customer builder, a CRM consultant needs a blueprint to create each
company’s unique CRM solution.
CRM Starts With Planning. Then Plan to Plan Some More.
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9. 5. We won’t need any training
It doesn’t matter how smart, capable, or technically savvy your users are: your team can’t
possibly use their CRM effectively without proper training. If you think system, process,
and procedure training is optional and can be eliminated to save money, then don’t do the
project. The ultimate results will be the same, with a lot less heartache and cost.
So, what constitutes training?
• Telling isn’t training.
• A PowerPoint presentation isn’t
training.
• Jim from marketing telling a
user, “It’s easy, just click here”
isn’t training.
• Your power-user providing a
feature demonstration on email
marketing isn’t training.
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10. Effective training is delivered in a half-day, hands-on session to a small group. It is based
on your customized solution and supports your business processes in a setting free of
distractions - preferably with smart phones left at the door. Effective training is not based
on software features alone, it’s delivered in context of the business goals and processes on
which the CRM solution is based.
When there is a geographically diverse force, if possible plan the roll-out to coincide with
a regional meeting and build the training into the agenda. When that’s not possible,
be sure to select a webinar approach that is interactive to keep attendees engaged and
keep sessions short (a hour or so).
End-user training is central to a successful change management plan. Users need to know
what is expected and they need to have the understanding to meet those expectations.
They can’t make it up as they go along. If teams are to be held accountable for results, they
must develop the necessary skills to achieve them.
End-User Training is Essential to CRM Success.
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11. 6. User Adoption and CRM Success
Unless users experience substantial benefits from using the system - other than job
security - the CRM solution is dead on arrival. This is such a fundamental concept that any
manager whose philosophy is, “They’ll use it if they want to keep their jobs” is so evil he
deserves whatever he gets.
Each of the points we’ve covered thus far are central to user adoption, but it’s not the
whole story. What else comes into play? Other points to ponder:
Intent: Is this just big brother watching, or will
this be tool to support the success of the sales
reps, marketing team, and customer service reps.
If not, why not? The company obviously needs
metrics, just but counting the number of sales
calls or conversion rates can’t be all it’s about.
Communication: Does everyone understand the
reason for the CRM? If its about improving
customer retention, becoming more productive,
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12. reducing costs, and providing better customer service, then tell them. If users don’t know
what’s going on or how they’ll contribute to the initiative’s success how can they have a
vested interest in the outcome?
Management bandwidth: Is anyone there? We’ve seen countless projects based on a
“Field of Dreams” approach: “If we build the CRM solution, they will come”. Management
must be involved in planning, implementation, and then lead by example.
Parity: Along with management bandwidth is fairness. Prima donnas, whiners, and top
performers shouldn’t get special dispensation when implementing SFA and contact
management components. Aside from being unfair, the project will be doomed by
inconsistent and incomplete data
A CRM, SFA and contact management systems have been successfully deployed by many
companies and there’s no reason yours can’t be among them. Clearly define objectives,
care about the people using the solution and get them involved in its design, decide what
defines success, then select the technology framework that supports the objectives.
Users Need to Experience Direct Benefits from the System
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13. About On the verge incorporated
On the verge, incorporated has been providing process-focused CRM and contact
management solutions to a broad range of business types and sizes since 1997. We
provide consulting and training services for ACT! by Sage, Sage CRM, LeadMaster,
SwiftPage Email and QuoteWerks. We also offer consulting and training for SalesLogix ,
Goldmine, and MS CRM through our partnerships with outstanding specialists.
On the verge works with workgroups of 5 to 500 users to identify the processes, data
management, reporting requirements, software, training and best practices that fit each
organization’s unique requirements.
On the verge is one of the few consulting organizations nationwide that offers a service
satisfaction guarantee and fixed-fee pricing for services.
About the author: Lindsay Garrison is president
Corporate offices: and CPS (Chief Problem Solver) of On the verge,
incorporated. She is founder and past president of
On the verge incorporated Complete CRM Solution, a professional organization
25 Braintree Hill Park dedicated to the ongoing education and skill
Suite 200 development of certified CRM professionals.
Braintree, MA 02184 Lindsay is an ACT! Certified Consultant and Premier
(ph) 800-963-1030 Trainer, Inbound Marketing Certified Professional,
(fx) 781-963-0433 LeadMaster Partner, SageCRM Certified, Wired
Contact Certified, HandHeld Contact Certified,
www.yourcrmteam.com
SwiftPage DMCC and has a certificate in business
process management.
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