The document discusses getting ROI from customer relationship management (CRM) systems. It emphasizes that CRM success is driven by people and processes, not just technology. It provides tips for CRM implementation, including getting sales teams involved early, focusing on usability, starting slow, and positioning CRM as a team solution. The document also discusses conducting a CRM audit to identify process gaps and outlines steps for developing a roadmap to address gaps and measure ROI.

1. ROI from CRM:
Let’s Make IT Heroes
Brian Gardner
Founder & lead evangelist, SalesProcess360
Author, ROI from CRM

2. Goals for This
Session Present a proven methodology to get ROI
(People, Process, Technology)
Suggest Do’s and Don’ts for CRM Projects
Give you tools that you can use
-Free book
Provide coaching when you need it

3. Who feels their company is getting
ROI from CRM?
Have CRM?
ROI from
CRM?

4. Why? Why not?
Management mandates use
It’s seamlessly integrated into our
ecosystem
Its become part of our culture
Its boosted sales productivity
Mobility
Sales thinks it’s hard to use
It’s a stand alone app
Performance is not acceptable
It doesn’t do everything users want
No mobile app available

5. How I Got to This
PointWhy is CRM so hard to Implement
- Enrollment
- Engagement
- Solution Success

6. ROI from CRM
Get your arms around your
processes.
1.
Required
Team
Review
2. Sales
Process
Gap
Analysis
3. CRM
Roadmap
Matrix
4. CRM
Phased
Roadmap
5. CRM
ROI
Calculator
CRM Audit

7. How can you get the Sales Team to be
doing this for CRM?
(Inside and Outside Sales)

8. Get Sales Involved
Early
Make them part of the process
▪ Specification/Needs
▪ Evaluation
▪ Selection
▪ Training
Top Guns involved
(Why?)

9. Make technology work for the sales
team
System easy to use
▪ Intuitive UI
▪ As few clicks as possible
Critical/Key information at their finger tips
▪ Account activity by all departments (touch
points)
▪ Marketing Automation (Contact Scoring)
▪ ERP data (Sales History, Credit Hold)
▪ Easy Email Integration
▪ Mobile (Voice, What’s near me, 360 view, maps)
▪ What’s new
▪ Knowledgebase (competition, successes,
applications)

10. Start Slow and
Grow
Don’t overwhelm
the team
Pick around 3 (no more
than 5) things to focus
on first
Pilots with a cross
functional team is
best practice

11. Position as a TEAM
Solution
Information
Inside and
Outside
SalesReps
Management
Help
Desk
Servic
e
Information
Technology
Marketing

12. Training
Set the Expectations
Train on the Expectations
Monitor the Expectations
Listen to Feedback
Train on the “WHY” not just the how

13. Don’t Make CRM an IT only Project
Don’t throw anything at
me…
CRM is technology, but
its success (ROI) is driven
by non-IT people

14. We talked people
Now let’s talk about process
It is about People & Process, not just Technology.

15. ROI from CRM
Get your arms around your
processes.
1.
Required
Team
Review
2. Sales
Process
Gap
Analysis
3. CRM
Roadmap
Matrix
4. CRM
Phased
Roadmap
5. CRM
ROI
Calculator
This can be done even if you have
CRM
CRM Audit

16. CRM Audit
By all departments and sales stages:
▪ Company
▪ Outside Sales
▪ Inside Sales
▪ Marketing
▪ Service
▪ Leads > Opportunities > Quotes > Order Entry
Areas for improvement & focus. Where are the gaps in
your company? (Be honest!)
1.
2.
3.

17. Dos & Don’ts
Get your arms around your
processes.
1.
Required
Team
Review
2. Sales
Process
Gap
Analysis
3. CRM
Roadmap
Matrix
4. CRM
Phased
Roadmap
5. CRM
ROI
Calculator
CRM Audit

18. Build a Roadmap for Getting ROI from
CRM for your Organization
List areas of focus/gap
Departments needed to
accomplish
Impact (Low, Medium, High)
Internal champion(s) to get it
done
Difficulty (Low, Medium, High)
Major action items to
accomplish
Obstacles
Value proposition for doing this

19. CRM Audit Summary
Can be eye opening
Removes the subjective
Can be done pre or post
CRM
Case Study: Labconco Jeff Crossley (IT Mgr.)

20. ROI from CRM: Dos & Don’ts
Get your arms around your
processes.
1.
Required
Team
Review
2. Sales
Process
Gap
Analysis
3. CRM
Roadmap
Matrix
4. CRM
Phased
Roadmap
5. CRM
ROI
Calculator
CRM Audit

21. Let’s Make IT Heroes
Summary
1. Focus on user adoption
2. Get sales involved early in the process
3. Focus on making CRM a tool that brings value to the sales team
4. Get your arms around the gaps for processes improvements
5. Train on the “Why”
6. Position as TEAM solution

22. Final
Word
CRM is not a project or one-time
event. It needs to become part of
your company’s culture and SOP.
“
”
When IT is in sync with Sales the
success rate with CRM increased
greatly.
“
”

23. 1.
Required
Team
Review
2. Sales
Process
Gap
Analysis
3. CRM
Roadmap
Matrix
4. CRM
Phased
Roadmap
5. CRM
ROI
Calculator
CRM Audit

24. ROI Calculator
Let’s do a CRM ROI calculator for a gap I typically see in every company.
Quote Follow up.
Example: let technology with CRM
help the sales team. Automated
email follow up process.
Increase “hit rate” on quotes
with better management of
the quote follow-up process.

25. ROI from CRM
CRM needs to be looked at as a revenue generator.
We can help you develop an ROI case even your CFO will believe
• Automation
• Sales process improvement
• Information visibility across departments
• Sales Performance Management
• Common Practices
• Many more

26. Next Step
1 Let us know if we can help you get ROI from CRM.
2
If interested in learning more about the CRM Audit
(put CRM Audit on the back of your card)

27. Contact Us!
Robert Neumann
Rneumann@infodatinc.com 713-785-7862 Infodat LinkedIn www.infodatinc.com