The document discusses common issues with CRM projects that often lead them to fail. It notes that on average 46% of CRM projects fail to meet customer expectations. The top reasons for failure include a lack of clarity on project objectives, lack of executive sponsorship, and lack of user involvement in planning. The document provides advice on best practices for successful CRM implementations, including defining a clear business goal or "prize" for the project, establishing a cross-functional team, selecting the right vendor partner, and leading organizational change efforts to drive user adoption.

1. The CRM Lottery
What CRM Salespeople
Don’t Tell You
Ian Moyse
Sales Director
www.ianmoyse.co.uk
IAN@imoyse
MOYSE

2. Ian Moyse : Validity To Speak
28 yrs+ in IT, 9yrs in IT Security, 8yrs in Cloud
Sales Director, Workbooks.com, Cloud CRM Vendor
Sit on Board of Eurocloud UK
Sit on Governance Board of Cloud Industry Forum (CIF)
Advisory Board Member SaaSMAX
Advisor to Board for Evoco ‘Journey2Cloud’
Exec Council Member – CompTIA UK Channel Commitee
Named by TalkinCloud one of the global top 200 cloud channel experts in 2011
Listed on the MSPMentor global top 250 list for 2011
Named ‘Channelnomics 2011 Influencer of the year for Europe’
Won ‘European Channel Personality of the year 2011’
Awarded global ‘AllBusiness Sales AllStar Award for 2010
Thought Leader to ‘Compare The Cloud’
Comptia Cloud Essentials Exam Certified 2012
Worldwide SMB Nation 150 Channel Influencers List 2012, 2013
Approved Speaker Schoolspeakers.co.uk
IAN MOYSE

3. The Positives
o The worldwide CRM market
experienced 12% growth in 2012,
three times the average of all
enterprise software categories.
o 80% of all CRM software in 2012
was sold in North America and
Western Europe.
o 40% of all CRM software sold in
2012 worldwide was SaaS (cloud)
based
o Many CRM Vendors are seeing
annual growth of 50% +
IAN MOYSE

4. Independent CRM Resources
IAN MOYSE

5. Your Prize
Real Lottery = 1 in 14
million chance of
winning (UK)
IAN MOYSE

6. CRM
The Realities You Don‟t Get Told

7. CRM Project Failures
o An average of 46.3% of CRM Projects fail in the
eyes of customers
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2001 Gartner Group: 50%
2002 Butler Group: 70%
2002 Selling Power, CSO Forum: 69.3%
2005 AMR Research: 18%
2006 AMR Research: 31%
2007 AMR Research: 29%
2007 Economist Intelligence Unit: 56%
2009 Forrester Research: 47%
IAN MOYSE

8. Categorising Failures (Business)
o CRM Forum study broke the failures into nine significant categories;
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29% - Organisational Change
22% - Company Politics and Inertia
20% - Lack of CRM Understanding
12% - Poor Planning
6% - Lack of CRM Skills
4% - Budget Problems
2% - Software Problems
1% - Bad Advice
4% - Other
IAN MOYSE

9. IAN MOYSE

10. So Why Does CRM Fail?

11. IAN MOYSE

12. Focus on Outcome NOT Technology Features
o “People don‟t want to buy a quarter-inch drill; they
actually want a quarter-inch hole.”
o Theodore Levitt (economist and Harvard professor)
o “Companies don‟t want CRM software, they want to sell
more or do XYZ”
IAN MOYSE

13. 6 Reasons CRM Projects Fail
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No Clarity on the Project Objectives
Lack of Executive Sponsorship
Lack of User Involvement during Planning
Recreating existing processes in a new system
Approaching CRM as a Technology only solution
Choosing the Wrong Partner
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Is price the most important factor?
Do you need help with the design and implementation?
Do you need user training?
Do you need to migrate your data from a legacy system?
Once it's in place will you need on-going support?
IAN MOYSE

14. Why CRM Projects Find
Resistance
o The Fear-of-Change Syndrome
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Reengineering requires change, which most people instinctively resist. This fear of change needs
to be dealt with early on, or the very people the system is designed to help will be the ones to see
that it fails.
o The It's Easy Enough Syndrome
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For your CRM system to be successful, every single person must use it. For the sake of speed, a
temptation may be to let IS or a few computer-literate users design the system interface. What you
will end up with is a system that they think is easy enough for them to use, but isn't easy enough for
everyone.
o The Big Brother Syndrome
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Your sales force may have heard how these systems are designed to track their every move, just
waiting for them to make a mistake so that management can pounce on them. This initial distrust is
a very serious issue that must be dealt with swiftly.
IAN MOYSE

15. Best Practise Approach
To CRM

16. IAN MOYSE

17. Define the prize
o Revenue Growth
o New accounts
o Existing clients
o Reduce Costs / Increase
Profits
o Streamline process
o Automate workflows
IAN MOYSE

18. Example Prize –
Specialised Travel Trips Business
o Revenue Growth – (£500K pa benefit)
o Reduce „On-line Drop-out‟ rate by 20% (£400K increase)
o CRM & Integrated Customer Portal
o Improve customer acquisition - £100K new business
o Improved Marketing Execution
o Sales Automation (iPad App)
o Streamline Expeditions Management (£300K pa benefit)
o Run 50% more expeditions with the same team
o Implement self-service portal & automate follow-up tasks
o Improve management reporting
IAN MOYSE

19. Business Transformation
o Well deployed solutions
can transform businesses
o CRM is a business
project, not an IT project
o Change needs leadership
Winning the Prize
IAN MOYSE

20. o Ensure that you do not fall into any of these CRM traps;
o No clarity on the prize & project objectives
o Lack of Executive Sponsorship
o Lack of user involvement during planning
o Lack of User Adoption
o Blindly recreating existing processes in a new system (without
review/appraisal)
o Choosing the wrong Vendor Partner
IAN MOYSE

21. o Define the prize – Revenues & Costs
o Clearly set the objectives
o Create a project team including
o Executive sponsors
o Business Analysis skills
o Users
o Don‟t let the project get hijacked
o Test requires against the prize – if it doesn‟t fit don‟t do it.
o Lead the change
IAN MOYSE

22. The Change Curve
Success
PERFORMANCE
Enthusiasm
Commitment
Change Starts
Understanding
Blame
Acceptance
Pit of
Confusion
TIME
IAN MOYSE

23. Summary

24. CRM – Ensuring You‟re A Winner
o Define your prize
o Build your team (Sponsor + Executor)
o Select the right partner
o Its less about the technology
o More about the right partnership
o Lead the change
o See the results!
o CRM success = technology/Partner +
Implementation + User Adoption
IAN MOYSE

25. Questions
IAN MOYSE

26. The CRM Lottery
What CRM Salespeople
Don’t Tell You
Ian Moyse
Sales Director
www.ianmoyse.co.uk
IAN@imoyse
MOYSE