In the effort to meet the challenges of the digital age - social, mobile and always on - many business transformation efforts fall short, and some even fail. Our own client project results greatly exceed analysts' reported results across a variety of industries. How can you ensure yours is successful? Here we distill some common aspects of success, shared by our clients, into a set of essential conversations you may wish to consider for for your organization.

1. CRM and ROI
a blueprint for success

2. Data demographic, firmographic, behavior, purchase, preference
Workflows IT, sales, marketing, ecommerce, service, product, R&D
Content themes, formats, story & journey stages
Audiences users, buyers, customers, partners, prospects, public
Teams marketing, sales, service, commerce, product, payment
Channels web, email, print, event, video, social
CRM and ROI
people, process and technology considerations
What does success look like? Our business transformation clients almost uniformly report results
exceeding expectations. By contrast, analysts report that over half of all other business’ transformation projects get derailed, deliver lackluster results, or outright fail.
What do our successful client projects have in common? To get the most from your CRM implementation, we suggest you consider these influences and impacts.

3. Data
demographic firmographic
behavior purchase preference
Workflows
IT sales marketing
ecommerce
service product R&D
Content
themes formats stories
journey stages
Audiences
users buyers customers partners prospects public
Teams
marketing sales
service commerce product payment
Channels
web email print event video social
Who should you involve, and how?
Every line shown here connects conversations about expected outcomes.
CRM Considerations
stakeholder involvement

4. Data
demographic firmographic
behavior purchase preference
Workflows
IT sales marketing
ecommerce
service product R&D
Content
themes formats stories
journey stages
Audiences
users buyers customers partners prospects public
Teams
marketing sales
service commerce product payment
Channels
web email print event video social
Example 1: Each Audience has unique Channel, Team, Content, Data and Workflow requirements.
CRM Considerations
stakeholder involvement

5. Data
demographic firmographic
behavior purchase preference
Workflows
IT sales marketing
ecommerce
service product R&D
Content
themes formats stories
journey stages
Audiences
users buyers customers partners prospects public
Teams
marketing sales
service commerce product payment
Channels
web email print event video social
Example 1: Each Audience has unique Channel, Team, Content, Data and Workflow requirements.
CRM Considerations
stakeholder involvement

6. Data
demographic firmographic
behavior purchase preference
Workflows
IT sales marketing
ecommerce
service product R&D
Content
themes formats stories
journey stages
Audiences
users buyers customers partners prospects public
Teams
marketing sales
service commerce product payment
Channels
web email print event video social
CRM Considerations
stakeholder involvement
Example 2: Each Channel has unique Team, Content, Data, Workflow and Audience requirements.

7. Continue this alignment questioning process from each group’s perspective.
Thoroughly considering the needs of all stakeholders can significantly raise your likelihood
of achieving ROI, business transformation, and greater customer value.
Data
demographic firmographic
behavior purchase preference
Workflows
IT sales marketing
ecommerce
service product R&D
Content
themes formats stories
journey stages
Audiences
users buyers customers partners prospects public
Teams
marketing sales
service commerce product payment
Channels
web email print event video social
CRM Considerations
stakeholder involvement

8. It has never been more essential to transform.
All you needed was the right partner,
and here we are.
Start your transformation today.
Ed Alexander
Chief Digital Consultant
ed@fanfoundry.com
+1 (781) 492-7638 USA East
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