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THE DO'S AND DON'TS OF CRM TECHNOLOGY

BY WILLIAM MURRAY BROWN,
CRM PROJECT MANAGER 

If you’ve looked into new CRM technology, you’ll know it’s not a simple task.

Picking the right tech can be a tricky decision… and that’s just the start.

There’s so much more to consider: how will your marketing strategy change? What will your new processes look like? What’s your rollout strategy? Who will be affected? (Hint: pretty much everyone)

It’s quite overwhelming, but fortunately, there’s only one question you need to ask yourself right now: “have I read Will’s list of CRM technology do’s and don’ts?”

DO

  • Invest in integration. Ensure your technology isn’t limited by manual processes.
  • Involve every business area. Include them in design, development, testing and implementation. New technology is disruptive (in a good way!) so you need to understand and manage how it interacts with different teams.
  • Know who’s bought in. Who are your champions? Involve them in deployment to ensure smooth adoption.
  • Understand your challenges. Invest time for scoping, then build in contingency and allocate internal resources.
  • Build a project team. Include an executive sponsor, a project manager and key decision makers.
  • Make security a priority. Don’t let new technology expose your data to vulnerabilities.
  • Plan a phased implementation. Quick wins will show early value to senior stakeholders.
  • Identify risks. Constantly assess their impact so you can mitigate them.
  •  Be collaborative. Choose a tech provider that you can work with closely. A partner is more valuable than a supplier.

DON’T

  • Don’t implement technology for the sake of it. The latest flashy tech developments might not be right for your business.
  • Don’t let tech decisions drive marketing strategy. It should be the other way around.
  • Don’t underestimate the impact of new technology. You will need to manage changes to strategy, resources and processes – before, during and after implementation.
  • Don’t stop communicating. Executive sponsors, the project delivery team, and end users all need to be kept informed of progress, deadlines and roll-out plans.

Follow these simple guidelines and gradually all things CRM will fall into place – if you’d like to discuss anything we’ve raised here feel free to get in touch. We’d love to hear from you.