1. Nicole Wieberneit
CRM Roadmap
Methodology

2. 3
1. Objectives
2. Approach
3. Work Plan and Framework
Agenda

3. Objectives

4. 5
Key Objectives
• Form initiatives/possible projects so that the requirements around
customer portal, call center and segmentation/marketing are well
put together
• Ensure prudent management decisions, in terms of business
process development and with corresponding IT support
• Ensure Business-IT alignment (i.e., IT projects relate to areas that
business values the most)
• Prioritise the business issues that require attention and provide a
Roadmap for resolution
• Buy in from business to ensure support for the initiatives
• Determine the management options for undertaking the business
improvement initiatives
Objectives – Roadmap enablement Assessment

5. Approach

6. 7
Collect data
CategorisePrioritise
Identify and Design
Define
Opp
Evaluate
Opp
Opp to
Funnel
Approach to Scoping Projects and Roadmap
Select stakeholder
Planning

7. 8
Identification & Selection of Team
• Business issues
• Missing functionality
• Strategic importance
• Criticality
• Business Requirements
• Technical issues
• Problematic technology
• Affected systems
• Interfaces
Get relevant information about

8. 9
Collect data
CategorisePrioritise
Identify and Design
Define
Opp
Evaluate
Opp
Opp to
Funnel
Approach to Scoping Projects and Roadmap
Select stakeholder
Planning

9. 10
All potential initiatives need to resolve
business issues
This exercise must take into account –
• Corporate strategy
• Departmental strategies
• IT strategy
Identify the strategic & tactical needs

10. 11
Collect data
CategorisePrioritise
Identify and Design
Define
Opp
Evaluate
Opp
Opp to
Funnel
Approach to Scoping Projects and Roadmap
Select stakeholder
Planning

11. 12
Identify and Design: Specific Solution Map

12. 13
Example: Clean up-to-date Master Data
Relation
ships
Master
Data &
Key
Figures
Plans
Inter-
action &
History
• Account Plans
• Sales Agreement/
Contracts
• Visit/Call Plans
• Promotion Program
• Address Data
• Marketing Attributes
• Account Profitability
• Competitor
• Contact Persons
• Account Hierarchies
• Internal & External
Relationships
• Interaction History
• Sales History
• Opportunities/Tenders
• Classification
• Influence & Role
• Territories
• Products in Use
• Complaints
• Status Report

13. 14
Example: Visit Planning
• Close open actions
• Set next agenda
• Provide samples
• End users notify
• Report to customer
• Set up users on online
training
Plan Activities
Post
Work
Confirm
Prepara-
tion
Execute
Visit
Close
Ongoing Measurement

14. 15
Example: Account & Contact Management incl.
Territory Management
Mappedto

15. 16
Collect data
CategorisePrioritise
Identify and Design
Define
Opp
Evaluate
Opp
Opp to
Funnel
Approach to Scoping Projects and Roadmap
Select stakeholder
Planning

16. 17
Categorize the needs and prioritise
Source: Forrester Research

17. 18
• Each project carries a collective business
value metrics based on e.g.:
o Business Value – 14 parameters
o IT Efficiency – 11 parameters
o (Financial view – 5 parameters)
• Portfolio mix: agile, cost-based or balanced
• Reports risk and probability for success
Business Value Indicators allow Project
Prioritization by Business Value

18. 19
Business Value and IT Efficiency Index
25
38.3
51.6
64.9
40 60 80 100
ITEfficiencyIndex
Business Value Index

19. 20
Collect data
CategorisePrioritise
Identify and Design
Define
Opp
Evaluate
Opp
Opp to
Funnel
Approach to Scoping Projects and Roadmap
Select stakeholder
Planning

20. 21
Building Roadmap Alternatives

21. 22
• Comprehensive overview of relevant CRM functionality
• Business involvement to ensure prioritisation of initiatives
• High level business process designs
• Mapping of business requirements to Functionality
• High level gap list
• Demonstrated value as outcome and buy in
• Alignment to IT and business strategy
• Initial project/s short duration, high impact & visibility
• Successive projects aligned to customers CRM charter
Summary Outcome

22. Work Plan and
Framework

23. 24
Functional Business workshops – { Business Streams }
4 Week Work Plan for Scoping Study & Roadmap
Final Analysis & Deliverable Preparation
“High Level Scope” & Business Team
Identification
Identification and development of business process areas within the High Level
Scope – review and assess Industry & Customers Best Practices
IT System Landscape
Review
Data Gathering on
Business Streams
Step 2 – Gather data on “In Scope”
business process list.
Step 5 – Prepare final presentation
Step 3 – Conduct workshops to
establish a conceptual idea of
business requirements and
expectations as well as review and
evaluation and review Industry Best
Practices’ alternatives to build high
level design and functional mapping
Week 4
Week 1
Week 0
Week 2
Step 1 – Identify the High Level Scope
and business team members involved
in the study – Planning & Team Set-
Up
1
2
4
3
To achieve the stated objectives the business, application, technical, and financial perspectives are reviewed
Data Gathering on IT
Streams
Prioritsation - Determining BVI and IT Efficiency Index
Week 3
Step 4 – Conduct Interviews or run
survey for gathering the BVI and IT
Efficiency Index including result
validation to ensure strategic
alignment of Business and IT
4
5

24. 25
Underlying Framework of Approach
Purpose Purpose Purpose Purpose
• Establish High Level Scope
• Understand current project
management process
• Identify the business process
owners & key users to be
involved in the study
• Establish Study Governance
– Sponsors and
Stakeholders
• To understand current data and
it’s related characteristics
• Understand current & future
functional capability, criticality,
etc.
• Understand data management
capability and scalability of
applications
• Understand the current
business processes
§ Review and evaluate Industry
Best Practice
§ Business process mapping
and build High Level TO-BE
processes
§ Mapping to CRM Functionality
• Obtain further understanding and conduct
survey for BVI and IT Efficiency index
(business and technical perspective)
• Result Validation to ensure strategic
alignment of business and IT
Contacted Groups Collected Data Data Sources Contacted Groups
• Sponsor & Stakeholders
• Business Process owner
• Management group
• Business Requirements
• CRM Business Strategy
• CRM Issue List
• Interfaces
• Technical dependencies
• AS-IS processes
• Database metadata extraction
• AS-IS Business processes
• CRM Best Practices
• Business process controls and
cost drivers
• Business Functional Model
• CRM Business Strategy
• interviews with application support teams
• interviews with internal IT development teams
• interviews with business process owners and
business application owners
Data Gathering Functional
Workshop
Prioritisation
(BVI/IT
Efficiency Index)
Project
Preparation

25. Nicole Wieberneit, PhD
Director//Solution Architect
aheadCRM PO Box 5057, Christchurch 8542
Phone +64 21 281 7701
Email nicole.wieberneit@aheadcrm.co.nz
Thank you!