In working with hundreds of our clients over the years, we have learned many lessons related to implementing . One of the most crucial elements to successfully deploying and using a new CRM system is making sure that the system supports your organization’s specific sales processes.
We have heard many horror stories about companies not using a CRM system once implemented because they find it too difficult to use, the system does not contain fields that match up to the terminology used by the sales team and/or it just takes too much effort to update the records. These are symptoms of bigger internal problems that are at the root of the problem. Here are four key reasons why many CRM implementations fail:
1. The CRM system is deployed before the sales processes are defined
It’s important to thoroughly develop and articulate your sales processes first, before any technology investment is made. Once this is done, you can implement a system such as Microsoft Dynamics CRM that will support your specific sales processes and terminology.
2. Failure to identify the high-level information that you want from the system
What information do your sales leaders and executives want to see from the system? What types of reports, dashboards and graphics will be helpful in assessing sales performance and allow for quick decisions to be made as needed?
3. Not involving (and engaging) senior managers in the project
Manage this project from the top down. Make sure to understand the strategic goals of the project first, then identify the tactical benefits. Involve your senior managers so you know what information is important to them and why it is important. This will go a long way in determining the success of the implementation project.
4. Having unrealistic expectations for project success
Make no mistake: implementing a new CRM system can be an exhaustive process that involves many team members. It’s important to set realistic goals and milestones for the CRM project. This will help your project team stay on track and will encourage user adoption as the system supports the sales processes.
BroadPoint Technologies is the largest Microsoft Dynamics partner in the mid-Atlantic and has successfully implemented for companies across the region. If you are considering an investment in a new CRM system, contact [email protected] for a complimentary discussion of your business requirements.
Great article i agree!
"Failure to identify the high-level information that you want from the system". Poor data quality is one of the main reasons as to why CRM systems fail. According to Director Magazine 42% of CRM failures are due to poor data quality and this is turn affects sales, marketing, customer services etc...)
Have a look at this useful info-graphic which shows why CRM's usually fail and how to address these factors
I hope this was useful
Excellent analysis & excellent post!