Select and Implement a Customer Relationship Management Platform

Vendor Evaluation

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12 Anonymous Contributors

Customer relationship management (CRM) suites are an indispensable part of a holistic strategy for managing end-to-end customer interactions.
After defining an approach to CRM, selection and implementation of the right CRM suite is a critical step in delivering concrete business value for Marketing, Sales, and Customer Service.
Despite the importance of CRM selection and implementation, many organizations struggle to define an approach to picking the right vendor and rolling out the solution in an effective and cost-efficient manner.
IT often finds itself in the unenviable position of taking the fall for CRM platforms that don’t deliver on the promise of the CRM strategy.

Our Advice

Critical Insight

IT needs to be a trusted partner in CRM selection and implementation, but the business also needs to own the requirements and be involved from the beginning.
CRM requirements dictate the components of the target CRM architecture, such as deployment model, feature focus, and customization level. Savvy application directors recognize the points in the project where the CRM architecture model necessitates deviations from a “canned” roll-out plan.
CRM selection is a multi-step process that involves mapping target capabilities for Marketing, Sales, and Customer Service, assigning requirements across functional categories, determining the architecture model to prioritize criteria, and developing a comprehensive RFP that can be scored in a weighted fashion.
Companies that succeed with CRM implementation create a detailed roadmap that outlines milestones for configuration, security, points of implementation, data migration, training, and ongoing application maintenance.

Impact and Result

A CRM platform that effectively meets the needs of Marketing, Sales, and Customer Service and delivers value.
Reduced costs during CRM selection.
Reduced implementation costs and time frame.
Faster time to results after implementation.

Start here – read the Executive Brief

Read our concise Executive Brief to find out why you should select and implement a CRM solution, review Info-Tech’s methodology, and understand the four ways we can support you in completing this project.

Select and Implement a Customer Relationship Management Platform – Executive Brief

1. Launch the CRM project and collect requirements

Conduct a market overview, structure the project, and gather requirements.

2. Select a CRM solution

Analyze and shortlist vendors in the space and select a CRM solution.

3. Plan the CRM implementation

Plan the implementation and evaluate project metrics.

Guided Implementations

This guided implementation is a seven call advisory process.

Guided Implementation #1 - Launch the CRM project and collect requirements

Call #1 - Identify organizational fit for the technology.

Call #2 - Create the project plan.

Call #3 - Plan requirements gathering steps.

Guided Implementation #2 - Select a CRM solution

Call #1 - Discuss the use-case fit assessment results and the Vendor Landscape.

Call #2 - Review contract.

Guided Implementation #3 - Plan the CRM implementation

Call #1 - Create an implementation plan.

Call #2 - Discuss roll-out of processes and hand-over to operations.

Book Your Workshop

Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.

Module 1: Launch the CRM Selection Project

The Purpose

Discuss the general project overview for the CRM selection.

Key Benefits Achieved

Launch your CRM selection project.
Develop your organization’s CRM requirements.

Activities

Outputs

1.1

Facilitate activities from the “Launch the CRM Project and Collect Requirements” phase, including project scoping and resource planning.

CRM Procurement Project Charter

1.2

Conduct overview of the CRM market landscape, trends, and vendors.

CRM Use-Case Fit Assessment

1.3

Conduct process mapping for selected marketing processes.

1.4

Interview business stakeholders.

1.5

Prioritize CRM functional requirements.

Module 2: Plan the Procurement and Implementation Process

The Purpose

Plan the procurement and the implementation of the CRM solution.

Key Benefits Achieved

Select a CRM solution.
Build a plan for implementing the selected CRM solution.

Activities

Outputs

2.1

Complete marketing process mapping with business stakeholders.

2.2

Interview IT staff and project team to identify technical requirements for the CRM suite, and document high-level solution requirements.

CRM RFP

2.3

Perform a use-case scenario assessment, review use-case scenario results, identify use-case alignment, and review the CRM Vendor Landscape vendor profiles and performance.

2.4

Create a custom vendor shortlist and investigate additional vendors for exploration in the marketplace.

Vendor Shortlist
Vendor Evaluations
Selection of a CRM Solution

2.5

Meet with project manager to discuss results and action items.

CRM Projected Work Breakdown
Implementation Plan
Framework for CRM Deployment and CRM/Marketing Management Suite Integration

After each Info-Tech experience, we ask our members to quantify the real time savings, monetary impact, and project improvements our research helped them achieve. See our top member experiences for this Blueprint, and what our clients have to say.

Client

Experience

Impact

$ Saved

Days Saved

Testimonial

Katz Media Corporation

Guided Implementation

9/10

$12,562

Submitted pre-call information was read and help guide the discussion.

M. Holland Company

Guided Implementation

10/10

$11,305

Ben was very knowledgeable about the topics I wanted to cover and talked to me in a manner that I could understand.

Spartan Controls

Guided Implementation

10/10

N/A

I appreciate the preparation and organized presentation of the information we were looking for. Very helpful.

City of Saskatoon, SK

Guided Implementation

10/10

N/A

Benchmade

Guided Implementation

9/10

$12,562

Daifuku North America Holding Company

Guided Implementation

10/10

$34,545

UBT

Guided Implementation

9/10

$31,833

Pace Suburban Bus Service

Guided Implementation

10/10

$12,742

Federated Co-operatives Limited

Guided Implementation

8/10

N/A

The ratings are dependent on the materials that are sent post-session. However it does save me time from finding resources on my own.

Performance Trust Capital Partners

Guided Implementation

10/10

$62,810

Significant amount of information in a short period of time. Scope was broad enough and depth sufficient when necessary. This was the most valuable Info-tech call I've had.

Scientific Games Corporation

Guided Implementation

9/10

$31,833

Ben had a great horizontal background of Dynamics CRM, which allowed me to explore all aspects and angles of an approach to serve our organization. Thank You!

Knights of Columbus

Guided Implementation

10/10

N/A

Kuvare US Holdings

Guided Implementation

10/10

$2,546

Auditor General IT Services

Guided Implementation

8/10

N/A

I signed up for this during my introductory session (call) and it turned out that maybe this wasn't the best topic for discussion, but the person I was on the call with quickly switched gears and changed blueprints and we ended up having a good discussion. I will definitely be seeking advise again. Thanks!

eGov Jamaica Ltd.

Guided Implementation

10/10

N/A

Extremely courteous and understanding. Very knowledgeable of the realities being faced with my company and the industry at large. This experience was priceless. BIG up Sir Fayle!

Academic Partnerships

Guided Implementation

10/10

N/A

Ben was great - very informative

RICOH Canada Inc.

Workshop

10/10

N/A

One word to describe the 2 days?? ?Exceptional? experience Great venue ? Really cool place that stimulates higher levels of thinking World class facilitation ? Ben is one of the best strategy planning facilitators I?ve ever worked with! The only downside was the room size was small. Not everyone could fit around the table.

National Council on Aging

Guided Implementation

9/10

N/A

Government of New Brunswick

Guided Implementation

9/10

N/A

Excellent follow up notes from Ben. Thank you.

Statistics Canada

Guided Implementation

10/10

N/A

Great insights on how to get started on CRM platform

First Ontario Credit Union Ltd.

Workshop

9/10

$50,000

I think it is very beneficial to have a non-partial 3rd party involved in the selection process. That way we can make an informed decision. It also provides reinforcement that our organization needs to make a holistic decision as to which CRM we need to move forward with, instead of each group choosing their own. Over all it was a great session, however there were a couple areas that as and IT minded person, it took me some time to get involved.

Ecmd, Inc.

Guided Implementation

10/10

$26,103

Excellent call - achieved what I needed to -- perfect depth, coverage. Very, very beneficial.

Canadian Patient Safety Institute

Guided Implementation

8/10

N/A

We appreciated the guidance on simplifying how to get started and what to focus on related to the CRM tool. It is still too early to tell what the impact of our conversation will have on the project.

Peoples Bank

Guided Implementation

10/10

N/A

Workers' Compensation Insurance Rating Bureau

Workshop

10/10

$63,667

Best: Ben! He was highly knowledgeable and a great facilitator. If either skillset was missing, it would have been a bad experience. Consistently, attendees felt like he understood what we were trying to do, why we were trying to do it, how we differed from a for-profit, non-profit and governmental agency. He was also very flexible with the offline calls to involve key stakeholders. He was knowledgeable about CRM (like integration) which helped round out the discussion. Finally, It felt business focused which our business stakeholders obviously appreciated. Worst: I don't think anything was particularly bad - so call it worst is not accurate. Room for Improvement #1: Day 1 was pretty high-level and some attendees felt like it was not a good use of time. I can see how it makes sense for shops without established SDLCs, etc. but going over good and bad tech project experiences just seemed out of place. Perhaps, for organizations that have some maturity.... we could remove half of Day 1 and spend the extra half day on Day 4 to crystalize the roadmap better. Room for Improvement #2: The report has a lot of boiler plate items which is context setting, but perhaps a more abridged report would be good too. The report should also do a better job of calling out next steps. What do we do with this great information? Note: I include a high dollar amount savings because as a result of the workshop, we have put a phase 3 of our CRM roadmap on hold since we were able to accelerate through this fairly quickly. I can discuss more of what this means on the phone.

Apogee Enterprises, Inc

Guided Implementation

9/10

$35,017

I received some great insight, and things to think about. The downside is that due to some changing business conditions, we are not quite ready to head down this journey.

Canadian Grain Commission

Guided Implementation

8/10

$2,000

insight to a tool we had not yet considered. Best No worst to this experience. Very positive all round.

Pembina Pipeline Corporation

Guided Implementation

8/10

$55,000

best - subject matter experience worst - can't think of anything

Girl Guides of Canada

Guided Implementation

9/10

$10,000

Ability to pose direct cut to the chase questions and gain insight from Ben's experience.

Turner Construction Company

Guided Implementation

10/10

$254K

Ben's knowledge of both solutions and ability to apply it to my company's needs. He was able to be objective and provide me with some good information for our evaluation. I didn't have any bad experiences with him.