4 Roles & 12 Questions for Your CRM Implementation

April 4, 2017
4 Roles & 12 Questions for Your CRM Implementation

CRM implementation can be daunting.

Fortunately, the following article is here to help as you embark on this journey.

Use the 4 key roles and 12 questions detailed below as you focus on CRM implementation.

4 Key Roles to Define During Your CRM Implementation

First, identify the key stakeholders who will benefit the most from a successful CRM implementation.

I suggest that you include people who represent several departments or functions within the organization.

Having different departments on the CRM implementation team will allow the process to flow properly. The team will also provide valuable insights into defining the information that should be tracked about prospects, customers, and anyone else in your market.

Here are the four key roles we recommend assigning:

  1. Project Team

Your project team should include a representative from each of your user groups, such as end users, managers, marketing personnel, operations staff, and executives.

If you don’t take the time to learn what your users want or need before your CRM implementation, you’ll definitely hear about it afterwards and jeopardize successful adoption by end users.

This team plays a vital role throughout the entire CRM implementation initiative.

The project team is responsible for:

  1. Conducting a team kickoff with all the people involved in all the other roles
  2. Documenting the CRM requirements
  3. Reviewing and leveraging online help associated with this CRM implementation
  4. Developing an ongoing training program for users at every level, including administrative and end user
  5. Reiterating and promoting the value to the business and to each user
  6. Gathering user feedback and implementing new features and significant enhancements
  1. Administrator

Your system administrator is responsible for setting up your CRM system. Choose an administrator that understands your sales process, not just the technology.

Administrators will work with managers and executives to increase user adoption and manage change requests on an ongoing basis.

The administrator is responsible for:

  1. Learning the CRM system
  2. Defining users and their corresponding roles
  3. Managing user profiles
  4. Defining fields and page layouts
  5. Migrating data from other systems, such as Outlook, prior CRM, accounting application, and address books
  6. Building reports and dashboards
  7. Building additional processes, such as marketing campaigns
  8. Implementing email integration
  9. Building end user templates
  10. Implementing change requests and a change request process
  11. Rolling out new upgrades and custom features and applications
  12. Integrating the CRM with other business systems
  1. Managers and Executives

Managers and executives are instrumental in planning the CRM implementation, defining and refining the sales process, training members of their teams, and driving user adoption.

The managers and executives are responsible for:

  1. Establishing processes and workflow rules
  2. Establishing report and dashboard requirements
  3. Defining additional requirements, such as new marketing campaigns
  1. End Users

End users should be involved throughout the CRM implementation. And they should feel that their feedback is being heard and responded to.

If you want to ensure successful adoption, it’s important that users are properly trained, are able to use the CRM proficiently, and can use it to make their jobs easier to execute.

End users are responsible for:

  1. Participating in training
  2. Using the CRM system
  3. Running views and reports about their constituents, such as leads, prospects and customers

Answer These 12 Best-Practice Questions Throughout Your CRM Implementation

After you have defined the roles and responsibilities for your CRM implementation, ask these 12 questions and determine their answers. This activity will help you accomplish your CRM implementation goals.

  1. When and how are leads entered into the system?
  2. What are the required fields and naming conventions?
  3. How are leads categorized within the CRM?
  4. Who is responsible for assigning leads, and when?
  5. Who follows up on leads, and how quickly?
  6. What are the lead stages?
  7. What is the process for disqualifying and/or archiving leads, prospects, and clients?
  8. Who is responsible for lead nurturing or “stay-in-touch” campaigns?
  9. When are opportunities created, and what are the required fields and naming conventions?
  10. What are the opportunity stages and what is the process after opportunities have been won?
  11. Which activities should be entered into CRM?
  12. How is data integrity maintained?

This is designed as a quick-start guide for your CRM implementation.  As you can imagine, there is a lot more to consider.

We would love to learn from your valuable insights! Please share your thoughts about this topic in the comments below.

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1 Comment

  • Dan - Reply

    Hi, I read your blog on a regular basis. Your writing style is awesome, keep up the good work!

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