This playbook provides a comprehensive guide for implementing a CRM program that engages customers, drives sales, and ensures accurate reporting. It outlines a structured framework divided into six stages, from preparation to optimization, including selecting a CRM system and rolling it out within the organization. Essential tools and templates are included to support each stage and promote continuous improvement in CRM practices.

1. Follow this playbook to implement a CRM program that engages your customers,
generates sales, and provides accurate reporting for your executives.
CRM PROGRAM
Playbook & Toolkit

2. Table of Contents CRM PROGRAM
Introduction 05
Conclusion 28
Framework 03
Maturity Model 04
About This Playbook 29
Prepare For CRM 08
12CRM Program Planning
16Select a CRM System
19Implement CRM System
23Roll Out the System
26Optimize CRM Program
STAGE
STAGE
STAGE
STAGE
STAGE
STAGE
1
2
3
4
5
6

3. Leverage the framework below to quickly
empower your organization’s CRM program.
CRM PROGRAM
Framework
OPTIMIZE6
Click the buttons below to access all related
training, tools, templates, and other resources.
Strategy ScorecardTraining Course Project ScheduleSolution Study
Readiness
Assessment
Maturity Map
Requirements
Roadmap
Are You Prepared
for CRM Guide?
CRM Administrator
Job Description
Business Case
MarketingDataQuality
BenchmarkReport
Creating a Business
Blog Guide
Sales&MarketingData
QualityWorkshop
Lead Acquisition
Model
Vendor RFP
Maturity Assessment
Metrics Dashboard
Sales & Marketing
Alignment Tool
Aligned Sales &
Marketing Funnel
Post Project
Evaluation
Customer
Engagement Plan
Importance of Social
CRM Guide
Project Charter
Customer Marketing
Benchmark Report
Lead Qualification
Process Diagram
Vendor Matrix
Social CRM Best
Practices Guide
Program Prioritization
Tool
Sales & Marketing
Alignment Report
Qualified Lead
Definition Tool
Vendor Evaluation
Evaluating Hosted
CRM Guide
IMPLEMENT4 ROLL OUT51 PREPARE PLAN2 SELECT3

4. STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
No CRM System
Reps Manage Opportunity
Funnel in Excel or Not at All
Lead Sources Are Unknown
Sales Process Is Not Defined
Success Metrics Are Unknown
and Not Tracked
Opportunity Win Rate Is Less
than 10%
Contact Database Used
Reps Manage Opportunity
Funnel in Contact Database but
Reporting is Inaccurate
Some Lead Sources Known
Sales Process Defined but Not
Mapped to Buying Process
Success Metrics for Top
Performing Reps Are Known
Opportunity Win Rate Is 10-15%
CRM System in Place
Reps Manage Opportunity
Funnel in CRM System
Lead Sources at Mostly Known
Sales Process Is Mapped to
Buying Process and Opportunity
Funnel in CRM
Success Metrics Tracked
Opportunity Win Rate Is 15%+
CRM System Integrated with
Other Business Applications
Opportunity Funnel is Accurate,
Ability to Forecast
Lead Source Tied to Sales to
Determine Campaign ROI
Sales Process is Repeatable
and Measurable
Success Metrics Are Managed
Closely to Get Reps Performing
Opportunity Win Rate is 20%+
CRM PROGRAM
Maturity Model

5. 5CRM PROGRAM
1 2 3 4 5 6
Introduction
How to Use this Consulting Methodology
This playbook consists of six stages, each with a description, steps,
and action items. Action items include using our premium tools and
templates. Our intention with this playbook is to help you:
Understand CRM and identify opportunities to
improve your organization’s capabilities.
Evaluate your organization’s readiness to adopt a
CRM strategy.
Plan the results of your program and foster an
environment of continuous improvement
What is CRM?
The principles, practices, and guidelines that an
organization follows when interacting with its
customers. From the organization’s point of view, this
entire relationship not only encompasses the direct
interaction aspect, such as sales and/or service related
processes, but also in the forecasting and analysis of
customer trends and behaviors, which ultimately serve
to enhance the customer’s overall experience.
What Are the Requirements for a Good CRM Platform?
– Investopedia.
1. Solid Base Functionality (sales, marketing, customer service,
partner relationship management, reporting)
2. Highly Customizable and Configurable
3. Easy to Integrate with Third-Party Systems & Applications
Prepare For
CRM
CRM Program
Planning
Select a CRM
System
Implement CRM
System
Roll Out the
System
Optimize CRM
Program

6. 6CRM PROGRAM
Marketing
Analytics
Integration
Expansion
Sales Support Partners
Campaign Management
Email Marketing
Auto-Response Emails
Search Marketing
Lead Management
List Management
Collateral Management
Content Production
Digital Asset Management
Event Management
Surveys & Feedback
Territory Management
Opportunity Management
Account/Contact Mgmt.
Activity Management
Lead Management
Forecasting
Document Management
Proposal Management
Email Templates
Asset Management
Compensation
Self-Service Portal
Web Forms
Email-to-Case
Knowledge Management
Case Management
Contact Management
Activity Management
Agent Console
Call Scripting
Live Chat
Telephony Integration
Recruitment
Account Management
Training
Channel Plans
Lead Flow
Deal Registration
Opportunity Management
Pricing Management
Communications
Performance Management
Reporting
Dashboards & Reports
Finance & ERP
Mobile Access
Campaign ROI
Marketing Automation
Offline Access
Data Quality/Integrity
Service & Support
Outlook Integration
Performance Metrics
Partner Relationships (PRM)
MS Office Integration
CRM PROGRAM
Overview
1 2 3 4 5 6
Introduction
Prepare For
CRM
CRM Program
Planning
Select a CRM
System
Implement CRM
System
Roll Out the
System
Optimize CRM
Program

7. 7CRM PROGRAM
Why Is Effective CRM So Important?
Sales & Marketing Alignment Benchmark Report
Outputs from This Playbook
80%
of respondents that reported getting most of the benefits
of their sales/CRM systems achieved their revenue goals,
compared to just 50% for those organizations receiving only
‘some’ benefits from their sales/CRM systems.
80%
of respondents who said their sales/CRM and marketing
systems are highly integrated achieved their revenue goals,
while only 36% of those who report no integration made theirs.
89%
or more of the firms who report getting most or all the benefits
from their marketing systems achieved their revenue goals.
V I E W R E S O U R C E
SALES &
MARKETING
ALIGNMENT
BENCHMARK
REPORT
Benchmark Report
V I E W R E S O U R C E
Stage 1 - Prepare For CRM
Stage 4 - Implement CRM System
Readiness Assessment, Assess Alignment, Customer
Survey, Customer Profiles
CRM RFP, Business Process Maps, Data Migration, System
Configuration
Stage 2 - CRM Program Planning
Stage 5 - Roll-Out the System
Strategy Scorecard, Prioritization, Project Schedule,
Requirements, Business Case
CRM Admin Job Description, Training Plan, User Guide or
Playbook
Stage 3 - Select a CRM System
Stage 6 - Optimize CRM Program
CRM System RFP, CRM Vendor Shortlist, CRM Vendor
Evaluation & Selection
CRM Metrics Dashboard, CRM Maturity Assessment
1 2 3 4 5 6
Introduction
Prepare For
CRM
CRM Program
Planning
Select a CRM
System
Implement CRM
System
Roll Out the
System
Optimize CRM
Program

8. Prepare For CRM
STAGE 1
CRM PROGRAM
In Stage 1, you will focus your efforts around understanding CRM best practices, determining your
readiness for a CRM project, assessing Sales & Marketing Alignment, building customer profiles,
and identifying the current level of customer satisfaction.
Key steps in this stage include:
STEP 1: Learn CRM Best Practices
STEP 2: Conduct a CRM Readiness Assessment
STEP 3: Assess Sales & Marketing Alignment
STEP 4: Build Customer Profiles
STEP 5: Gauge Customer Satisfaction Level

9. 9CRM PROGRAM
Introduction
1
Senior Management Commitment
Alignment with Goals & Objectives
Level of Process Maturity & Documentation
Data Management & Accuracy
Customer-Centricity
System Training & Support
Learn CRM and Social CRM Best Practices Conduct a CRM Readiness Assessment
STEP 1 STEP 2
Action Item Action Item
Read the Develop Customer-Centricity with CRM and
The Importance of Social CRM How-to Guides to get up
to speed on current thinking about how to implement a
modern CRM program.
Use the CRM Readiness Assessment to identify your
organizations’ preparedness to create and implement a CRM
business strategy and system.
What is Social CRM?
“Social CRM is a philosophy and a business strategy, supported
by a technology platform, business rules, workflow, processes
and social characteristics, designed to engage the customer in
a collaborative conversation in order to provide mutually bene-
ficial value in a trusted and transparent business environment.
It’s the company’s response to the customer’s ownership of the
conversation.” – Paul Greenberg
Areas of the readiness assessment include:
Prepare For
CRM
V I E W R E S O U R C E
DEVELOP
CUSTOMER-
CENTRICITY
WITH CRM
How-to Guide
V I E W R E S O U R C E V I E W R E S O U R C E
2 3 4 5 6
CRM Program
Planning
Select a CRM
System
Implement CRM
System
Roll Out the
System
Optimize CRM
Program

10. 10CRM PROGRAM
Organizational Relationships
Metrics & Value Measurement
Lead Generation & Pipeline Management
Culture
Systems & Technology
Messaging & Materials
Organization of Sales Teams Around Market Segments
Measuring Profitability of Specific Customer Segments
Ensuring Alignment of Resources with Customer Needs
Training Sales & Service Reps on Customer Requirements
Identifying Demographics, Psychographics & Behaviors
Roles for End User, Technical Evaluator, Economic Buyer
Assess Sales & Marketing Alignment Build Customer Profiles
STEP 3 STEP 4
Action Item Action Item
Use the Sales & Marketing Alignment Tool to identify
existing alignment, issues, and opportunities to improve
alignment between the Sales and Marketing departments.
Use the Customer Profile Tool to personify your key
types of customers that you envision organizing your CRM
strategy and system around.
Sections of the assessment tool include: Why is profiling customers so important?
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
1
Prepare For
CRM
2 3 4 5 6
CRM Program
Planning
Select a CRM
System
Implement CRM
System
Roll Out the
System
Optimize CRM
Program

11. 11CRM PROGRAM
Buying Process & Value Proposition
Products & Services
Strategic Direction
Customer Service & Support
Website/Customer Portal
Brand Preferences
Gauge Customer Satisfaction Level
STEP 5
Action Item
Use the Customer Satisfaction Survey to get a baseline
understanding of your existing customer satisfaction levels
beforeyoustarttheCRMprojectsoyoucanmeasureimprove-
ment later.
What aspects of customer satisfaction will be measured?
V I E W R E S O U R C E
Introduction
1
Prepare For
CRM
2 3 4 5 6
CRM Program
Planning
Select a CRM
System
Implement CRM
System
Roll Out the
System
Optimize CRM
Program

12. CRM Program Planning
STAGE 2
In Stage 2, you will work with your team to plan, prioritize, and get formal approval for investment in
a CRM program. You will perform the following actions build a CRM program plan:
STEP 1: Create a CRM Program Strategy Scorecard
STEP 2: Prioritize CRM Programs & Integrations
STEP 3: Develop a CRM Requirements Roadmap
STEP 4: Write a CRM Project Charter
STEP 5: Define CRM Project Schedule
STEP 6: Build a CRM Business Case
CRM PROGRAM

13. 13CRM PROGRAM
Introduction
2
Objectives
Programs & Initiatives
Strategic Fit
Economic Impact
Feasibility
Metrics & KPIs
Timeframes and Goals
Create a CRM Program Strategy Scorecard Prioritize CRM Programs & Integrations
STEP 1 STEP 2
Action Item Action Item
Use our CRM Program Strategy Scorecard to provide
senior management with a one-page document that
clearly outlines your plan of attack.
Use our CRM Program Prioritization Tool to evaluate CRM
programs and integrations and identify which programs
and integrations your organization should focus on first.
Key information to include in scorecard: How will programs be evaluated?
CRM Program
Planning
V I E W R E S O U R C E V I E W R E S O U R C E
Tip: For more in-depth project management tools, use our
Project Management Playbook & Toolkit
1 3 4 5 6
Prepare For
CRM
Select a CRM
System
Implement CRM
System
Roll Out the
System
Optimize CRM
Program

14. 14CRM PROGRAM
STEP 3 STEP 4
Scope – it can take years to integrate all customer systems
Resources – integrations can be very costly
Focus – It’s easy to get distracted with multiple integrations
Momentum – It’s better to build functionality incrementally
Quick Wins – CRM projects often fail to add value quickly
Project Overview
Description
Key Success Factors
Risk Identification
Project Stakeholders
Communications Plan
Decision Rights
Approval
Develop a CRM Requirements Roadmap Write a CRM Project Charter
Action Item Action Item
Use our CRM Requirements Roadmap to define your
current requirements and plan for CRM platform system
integrations and requirements that are deemed “nice-to
have” over a 3 year period.
Use the CRM Project Charter to plan project deliverables,
scope of work, and duration; estimate timelines; and define
resource roles required, plus establish contingencies.
Why is building a CRM Roadmap a critical exercise? Sections of your project charter should include:
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
2
CRM Program
Planning
1 3 4 5 6
Prepare For
CRM
Select a CRM
System
Implement CRM
System
Roll Out the
System
Optimize CRM
Program

15. 15CRM PROGRAM
STEP 5 STEP 6
Milestones
Task Deliverables
Duration
Start Date
Executive Summary
Opportunity Overview & Key Success Factors
Assumptions & Decision Making Criteria
Business Impact Analysis
Risks & Contingency Plans
Recommendations
End Date
Predecessors
Resource Roles
Define CRM Project Schedule Build a CRM Business Case
Action Item Action Item
Use the CRM Project Schedule to plan project delivera-
bles, scope of work, duration, estimate timelines, define
resource roles required and contingencies.
Use the CRM Business Case to convince senior manage-
ment that pursuing a CRM program makes financial sense
for the organization.
Sections to include in your project schedule: Sections of your business case should include:
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
2
CRM Program
Planning
1 3 4 5 6
Prepare For
CRM
Select a CRM
System
Implement CRM
System
Roll Out the
System
Optimize CRM
Program

16. Select a CRM System
STAGE 3
STEP 1: Learn About Benefits of Hosted CRM
STEP 2: Research Potential Vendor to Shortlist
STEP 3: Create a CRM System RFP & Invite Bids
STEP 4: Evaluate CRM Vendors from Shortlist
In Stage 3, you will determine whether it makes more sense to implement an on-premise or
hosted CRM system, develop an RFP and invite your shortlist of potential CRM vendors to demo
their software capabilities, and conduct a fair evaluation of each system based on your key
requirements.
Key activities for this Stage:
CRM PROGRAM

17. 17CRM PROGRAM
Software-as-a-Service (SaaS) Model
Subscription-Based Pricing
Database Hosted by Vendor
Accessible Online from Any Internet Connection
Has an API to Integrate Third-Party Systems
Often Offer Month-to-Month Contracts
Learn About Benefits of Hosted CRM Research Potential Vendors to Shortlist
STEP 1 STEP 2
Action Item Action Item
Read our How-to Guide: Evaluating Hosted CRM to learn
more about why organizations are increasingly consid-
ering and implementing hosted or cloud-based CRM
systems.
Contact Demand Metric to get an unbiased opinion on which
vendors to consider for your shortlist, or conduct research
independently to build a shortlist of 4-6 vendors to evaluate.
What is a ‘Hosted’ or ‘Cloud-based’ system?: Where can you find good technology research on CRM?
Info-Tech Research Group is a technology research firm that is
very well respected in the industry and is the firm where many
of Demand Metric’s senior leaders started their careers in the
Analyst industry. Info-Tech has an excellent set of research and
tools for CRM vendor selection for both Small Businesses and
Large Enterprises.
Introduction
3
EVALUATING
HOSTED CRM
How-to Guide
V I E W R E S O U R C E
Select a CRM
System
V I E W W E B S I T E
1 2 4 5 6
Prepare For
CRM
CRM Program
Planning
Implement CRM
System
Roll Out the
System
Optimize CRM
Program

18. 18CRM PROGRAM
Company Information
Statement of Work
Proposal Submission Procedure
Score of Work & Requirements
Estimated Budgets
General Requirements
Technical Requirements
Contact Management
Customer Service & Support
Marketing
Create a CRM System RFP & Invite Bids Evaluate CRM Vendors from Shortlist
STEP 3 STEP 4
Action Item Action Item
Use the CRM System RFP Template to document your
requirements for a CRM system and then send this to your
shortlist of potential partners to get some proposals.
Use the CRM Vendor Evaluation Matrix to compare,
evaluate, and select the CRM system vendor that is the
best fit to deliver on your unique requiremets.
What goes inside a request for proposal (RFP)? Sections of the vendor evaluation include:
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
3
Select a CRM
System
1 2 4 5 6
Prepare For
CRM
CRM Program
Planning
Implement CRM
System
Roll Out the
System
Optimize CRM
Program

19. Implement CRM System
STAGE 4
STEP 1: Contract a CRM Consultant
STEP 2: Prepare & Migrate Business Data
STEP 3: Map Business Processes
STEP 4: Configure CRM System
STEP 5: Integrate Third-Party Systems
To this point, you have built organization buy-in for a CRM program and budget, defined your CRM
requirements, and selected a CRM system. Now its time to implement and configure the CRM
system for your needs, and complete any systems integrations that will be performed in the first
phase.
In this Stage you will need to:
CRM PROGRAM

20. 20CRM PROGRAM
Introduction
4
Experience – How many CRMs has your team
implemented?
Focus – Be able to pull cross-functional team together.
Unbiased – Consultants are not “too close” to the business.
Politics – Good consultants can even the playing field for
decisions that need to be made amongyour team.
Avoiding Pitfalls – CRM can be very complex.
Contract a CRM Consultant Prepare & Migrate Business Data
STEP 1 STEP 2
Action Item Action Item
Contact Demand Metric for help or use the CRM
Consulting Services RFP Template to outline the services
you will require to implement the CRM system you have
selected.
Export data from existing systems, spreadsheets, and other
data sources into a file that you can de-duplicate, cleanse, and
prepare for importing into your new CRM system.
Other key resources might include:
Why is Data Quality so crucial?
Implement
CRM System
V I E W R E S O U R C E
Adoption – Sales reps hesitate to use a new system when
their confidence in the data is low.
Customer Service – Calling an existing customer to sell them
again can easily happen with duplicate data and results in an
embarrassing situation for the sales rep and a customer who
loses confidence in your organization.
Efficiency – Having complete data records saves sales &
customer service reps hours of time from researching online
to find up-to-date phone numbers, job titles, addresses, etc.
Reporting Accuracy – Without accurate data, you cannot
build accurate reports that senior management need to
make business decisions.
1 2 3 5 6
Prepare For
CRM
CRM Program
Planning
Select a CRM
System
Roll Out the
System
Optimize CRM
Program

21. 21CRM PROGRAM
Customer Service – How will you use your CRM system to
document customer service & support requests?
Finance & Billing – Will you integrate your financial system
with your CRM? If so, how will that process work?
Marketing – Do you have a marketing automation system
for lead scoring & nurturing? How will that tie into the CRM?
Map Business Processes Configure CRM System
STEP 3 STEP 4
Action Item Action Item
Use the Lead Qualification Process Diagram to map out
your business process and workflows for allocating leads
to sales reps.
Configure your CRM system to include custom data fields
for your leads, accounts, and opportunities; then build
custom views, workflows, and reports for senior manage-
ment to gain visibility.
What other business processes need to be mapped out?
V I E W R E S O U R C E Leads – How do you define a lead? What data do you collect
on new prospects?
Accounts – What data points do you collect on your customer
accounts? Do you have various Account types?
Opportunities – What products & services are you selling?
What are the stages in your sales process?
Views – Do you have a business cycle that requires Account
Managers to view accounts at certain intervals?
Reports – What does senior management want to see in a
dashboard?
Workflows – How will you ensure that data is accurate and
updates to the system have proper approvals?
What needs to be configured?
Introduction
4
Implement
CRM System
1 2 3 5 6
Prepare For
CRM
CRM Program
Planning
Select a CRM
System
Roll Out the
System
Optimize CRM
Program

22. 22CRM PROGRAM
Marketing Automation
Financial Systems & ERP
Subscription Billing
Customer Support/
Helpdesk
Website
Lead & Account Data
Quote/Proposal Management
De-Duplication
Online Community
Enterprise Feedback
Management
Event Management
Data Analytics
Integrate Third-Party Systems
STEP 5
Action Item
Based on your CRM Requirements Roadmap, start the
process of integrating third-party systems and applications
that you have slated for the first phase of deployment.
What system can you integrate into your CRM platform?
V I E W R E S O U R C E
Introduction
4
Implement
CRM System
1 2 3 5 6
Prepare For
CRM
CRM Program
Planning
Select a CRM
System
Roll Out the
System
Optimize CRM
Program

23. Roll-Out the System
STAGE 5
STEP 1: Define CRM Admin Responsibilities
STEP 2: Train Sales & Support Staff
STEP 3: Train Marketing Staff
STEP 4: Train Senior Management
In Stage 5, you will focus on rolling out the system to various user groups and ensuring that everyone
in your organization is comfortable adding data and generating reports from the system. It is crucial that
you identify a “power-user” to administer and police your CRM system to ensure it doesn’t become a
data nightmare and a system that business users stop using.
Your key activities in this Stage include:
CRM PROGRAM

24. 24CRM PROGRAM
Introduction
5
Train Business Users on Using the System
Building Custom Reports
Assisting with Third-Party System Integrations
Ensure Accuracy of Data in the System
Measuring Adoption Rates of Users
Configuring System as Required
Weeks 1-2 – Roll out to a Pilot Group of Users
Week 3 – Update CRM Based on User Feedback
Week 4 – Roll out to All Users
Week 6 – Update CRM Based on User Feedback
Week 7 – Identify User Adoption Rates
Week 8 – Ensure All Users Have Adopted System
Define CRM Admin Responsibilities Train Sales & Support Staff
STEP 1 STEP 2
Action Item Action Item
Use the CRM Administrator Job Description to define
the specific role and responsibilities for CRM administra-
tion and policing. Next, hire or formally move an internal
resource into the position.
Use the Sales Playbook or build a user guide and training
manual to document, with screenshots, how sales and
support users are to update the CRM system following
client interactions.
What are some of the CRM Admin’s key functions? CRM System Roll-Out Timeframes:
Roll Out the
System
V I E W R E S O U R C E
1 2 3 4 6
Prepare For
CRM
CRM Program
Planning
Select a CRM
System
Implement CRM
System
Optimize CRM
Program
SALES
PLAYBOOK
Template
V I E W R E S O U R C E

25. 25CRM PROGRAM
STEP 3 STEP 4
Train Marketing Staff Train Senior Management
Action Item Action Item
Show Marketing users how to execute campaigns with
the new CRM system, and ensure they understand how
to import new leads and accounts without creating dupli-
cates in the system.
Important training points for Marketing users:
Lead Source – how to tag leads by first touch campaign to
track ROI on marketing campaign investments
Campaigns – how to track opportunities generated and won
to determine cost per customer and ROI
Email Templates – how to configure/build standardized email
templates for the sales reps to use
Importing Leads – how to import new records into the system
correctly to ensure no duplicates are created
Data Updating – how to update existing records in the system
with additional data such as employee/revenue size
Lead Qualification & Allocation – how to properly qualify and
allocate leads systematically with a repeatable process
Train senior managers on how to view and build custom
reports, dashboards, and forecasts to provide them with
visibility into the sales pipeline and customer account base.
Common reports & dashboards to build for senior management:
Opportunities – stuck opportunities, sales to date vs. last
month/year, opportunity pipeline, opportunities by product
Accounts – customer segments, size, industries, geographic
locations, new accounts, partner accounts
Leads – leads by source, lead status, lead history, leads with
no recent activity
Sales – sales by partners, sales by reps, sales by lead source,
sales by account
Support – total open cases by agent, total cases created, solu-
tion history report, cases with solutions
Campaigns – campaign ROI analysis, campaign revenue,
campaign leads
Introduction
5
Roll-Out the
System
1 2 3 4 6
Prepare For
CRM
CRM Program
Planning
Select a CRM
System
Implement CRM
System
Optimize CRM
Program

26. Optimize CRM Program
STAGE 6
Now that you have implemented your CRM program and system, you need to measure success and look
for ways to continue improving your operations and CRM maturity.
In this Stage you will:
STEP 1: Build a CRM Program Metrics Dashboard
STEP 2: Perform a CRM Maturity Assessment
CRM PROGRAM

27. 27CRM PROGRAM
Introduction
6
Net New Customers
Customer Retention Rate
Database Size
CRM Adoption Rate
Data Integration
Customer-Centricity
BusinessGoalAlignment
Customer Satisfaction
Customer Strategy
Knowledge Creation
Business Intelligence
CRM Analytics
Touch-Point Integration
Process Maturity
User Training/Support
User Adoption
Build a CRM Program Metrics Dashboard Perform a CRM Maturity Assessment
STEP 1 STEP 2
Action Item Action Item
Use the CRM Program Metrics Dashboard to track your
metrics from your CRM program to generate a dashboard
of charts for communication and reporting.
Use the CRM Maturity Assessment to identify how well
your CRM program is progressing and identify areas to
improve your operations.
Following are some key metrics you want to analyze: This assessment evaluates the following success drivers:
Optimize CRM
Program
V I E W R E S O U R C E V I E W R E S O U R C E
1 2 3 4 5
Prepare For
CRM
CRM Program
Planning
Select a CRM
System
Implement CRM
System
Roll-Out the
System

28. Conclusion
At the end of any project, it’s always a good idea to review it and identify
areas for improvement.
Demand Metric has the tools and expertise to help you build an effective
CRM program:
Create or audit your existing CRM strategy plan and systems
Assist with using any of the tools referenced in this playbook
Provide hands-on marketing assistance to accelerate achieving your
marketing department’s goals.
To learn more, contact Demand Metric: info@demandmetric.com
CRM PROGRAM

29. About This Playbook
CRM PROGRAM
Demand Metric is a marketing research and advisory
firm serving a membership community of over 106,000
marketing professionals and consultants in 75 countries.
Offering consulting playbooks, advisory services, and
500+ premium marketing tools and templates, Demand
Metric resources and expertise help the marketing
community plan more efficiently and effectively, answer
the difficult questions about their work with authority and
conviction, and complete marketing projects more quickly
and with greater confidence — thus boosting the respect
of the marketing team and making it easier to justify
resources the team needs to succeed.
To learn more about Demand Metric, please visit
www.demandmetric.com

30. © Demand Metric Research Corporation.
All Rights Reserved.
www.demandmetric.com
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