Design and Employ a CRM Implementation Team
All of the steps in implementing a CRM can be overwhelming. The first thing you want to do is employ a CRM Implementation Team. A fundamental mistake made during implementation is that this tool is viewed as only a technology hook-up or used only by the sales team. CRM adoption is not about technology but the people who are using it and how it's used. A CRM is not just a sales tool; think of it as the brain or heart of your organization where all accurate information is stored. CRM implementation is a journey, not a one-off technology project. An implementation team will ensure long-term success. Not all members of your organization will see the benefits of a CRM immediately or embrace it with open arms so it's vital to have a variety of personalities in your implementation team. Here is a look at some of the key players you want on your team and how this team can help you achieve success.
A Project Manager
A Project Manager will have a strong technical understanding of a CRM and how to apply that technical knowledge to your day-to-day tasks. They will be the person responsible for the success and completion of the project. This person should be equipped with CRM statistics, key findings, best practices, and benefits. They understand a lot about the system and is eager to help everyone to enjoy using CRM daily. Many companies will utilize an outside expert for this role (like yours truly).
A Senior Lead
CRM user adoption should be a top-down approach. Without the top-management buy-in, all CRM initiatives will fail. If leaders aren't leading by the example of using the system daily, the rest of the employees will give up on it pretty soon. The senior lead should be a member of the executive team, the CEO, or COO; this does not have to be the sales leader (since this is more than a sales tool). They can make high-level decisions (including financial decisions) and will be the one who demonstrates personal commitment to the new project by incorporating CRM into daily communication with employees.
A Debater
This should be your most results-oriented leader. It could be a sales manager or even the head of finance. It is the debater who will push you to come up with a plan and stick to it. They remind you of things that you may overlook, show you something in the CRM solution that you are trying to implement that is too complex or redundant for the way you do business. The skeptic is likely to point out how CRM can be adjusted to suit your business needs and goals.
An IT-Master
Having an IT person around will take the initial frustration away, as they help the company maintain the operations of CRM software through implementation and on an on-going basis. This role is especially important if you have an On-Premise CRM solution that requires someone to look after the server and perform data migration. If you're lucky, you may find a consultant who can be both the cheerleader (project manager) and help with the IT-side of things. Having this type of knowledge and experience can be hard to find, but lucky for you, you came to the right blog from the right consultant.
A Tester
This is an end-user (ideally one from each department) that will play with the CRM system, test the workflows, settings, modules, fields, and more - all before the full roll-out. They will ensure the system works and makes sense; they're then likely to become a passionate advocate for the system. They will help to strengthen user adoption by discovering the system's unique functionality and share that knowledge with all future users.
Be Aware of The Haters
Every company will have at least one CRM hater, I promise. This is likely to be a top sales guy or long-time employee who is comfortable with their ways, and they do not want change. You don't necessarily want this person on your implementation team, but it's beneficial to be aware that these people can and will hurt the success of your project. It could be strategic to have this person close so that you're aware of the message he's spreading and get his feedback so he feels like a part of the overall project, which will give him the buy-in you need.
Key Take-Away’s
These are types of personalities or people to add to your implementation team, not necessarily the roles within your company. Many companies use an outside consultant as the project manager since it may not be a full-time role past completion.
One person can embody multiple roles within the implementation team. The senior lead and the tester could be the same person if you're a small team of one.
Include more than just members of the sales team - the more successful CRMs are used by companies who view it as their single source of truth, and that requires the use from multiple departments.
Conclusion
CRM implementation and adoption isn't just about technology. It's about the people that are using it. This can and is likely to be a long process so it's important to set goals, milestones, and deliverables. You don't have to do it all on your own. Working with an outside consultant can considerably speed up the time of the project and increase the likelihood of success. Not all consultants are the same, so you want to do our research and meet with them to ensure it's a good fit. I would be happy to set up a free consultation call to see if I can add any value to your team.