This document provides 6 ways to modernize a CRM strategy. It discusses focusing on business processes and user experience, adopting CRM solutions efficiently using data insights to drive change, hiring experts, and ensuring knowledge and training to maximize returns. Key recommendations include assessing user needs, envisioning an improved experience, enacting a roadmap, defining metrics, and leveraging social tools and training for growth.

1. END THE
CONFUSION
6 WAYS TO
MODERNIZE YOUR
CRM STRATEGY

2. According to a recent Gartner study, the cloud is
being increasingly relied on as a vehicle for agile,
scalable and elastic solutions. To build competitive
advantage and cut costs, leaders need to constantly
adapt their strategies to leverage cloud capabilities1
BUSINESS
PROCESS FIRST
ARCHITECTURE
MATTERS
FOCUS ON USER
EXPERIENCE
ADOPTION WITH
EFFICIENCY
DATA INSIGHTS
DRIVE CHANGE
KNOWLEDGE IS
POWER
2
Gartner “Cloud Computing to Drive Digital Business” 2015

3. 53% of business owners say
keeping customers happy is their
top priority 2
§ A sound business process is the cornerstone for scalability &
growth…and happy customers
§ Writing a business case will focus the objective and goals for
your deployment, putting you on a path for success
§ If you need a major transformation, don’t be afraid to take it
one step at a time
2
Salesforce “What’s Really Driving Business Growth in 2016” 2016

4. BUILDING BLOCKS
No one builds a bridge without the
right foundation. CRM needs the
same support. So when you
achieve the explosive growth you
are looking for, there are no
missing pieces.
HIRE AN EXPERT
There is a reason there are so many
Salesforce training classes out
there. Some elements of an
implementation require a
professional who is certified to do
the job. Really.
PLAN FOR THE FUTURE
If you know in the next year you
want to integrate an ERP tool,
build a mobile app, launch a new
product…keep it in mind as you are
building out your org. Planning for
growth will pave the way for your
future.

5. ASSESS
Capture the experience-based
insights, perceptions and perspectives
on the services you deliver from the
people that count
ENVISION
Differentiate your
user experience by
addressing their
unique needs and
wants, while
reinforcing your
brand, your strategy
and your value
ENACT
Develop a roadmap on how and when to
deliver on your vision and, most importantly,
determine how to put the customer at the
center of all metrics, decisions and design
.
3
Forrester “How to Transform your Business into a Customer Experience Powerhouse” 2016

6. The adoption game is simple, when the efficiency gain is
obvious. Who doesn't want more free time?
”If you build it, they will come”… sometimes that old adage is not
so simple. Turn your users into raving fans, by delivering more of
what they want and less of what they don’t
Build a killer backend on your Salesforce machine, just keep
the complicated stuff behind the scenes, where it belongs
average increase in
agent productivity 4
47%
4
Salesforce “The Salesforce Advantage” 2016

7. Some business owners love data, some are scared by it. Once you see
the power of knowing the pulse of your business - whenever and
where ever you want, there is no other option. Having actionable data
insights at your fingertips mean that you know when to spend time on
things that are most important, and also when you need to change
directions
Define KPIs so you know what’s important to drive business
forward
Leverage social tools to be informed when things start veering
of course and take immediate action
Find new opportunities for business growth by highlighting
where you’re falling short

8. If you think you don’t have the time or money
to invest in training and enabling your team,
think again.
Customers who consistently invest in training report over 80%
ROI on their Salesforce investment. 5
5
Salesforce, www.salesforce.com 2016
§ If you are worried about having the right training resources
to get the job done, consider working with a Salesforce
Partner
§ Ensure that anyone administering your Salesforce is
certified and up to date on new releases and features
§ If you don’t want to employ a full-time admin, consider a
Managed Service Plan