Most implementations fail because they are too complex. Technology Advisors’ Sam Biardo explains the difference between thorough and complicated and will illustrate ways you can plan for the important parts of a CRM rollout without getting sidetracked by details that aren’t so important. Learn what causes project failures, how to prevent them, and what techniques you can use to make your CRM project successful.

1. CRM 101
Less is More: How To Plan A Successful CRM
Rollout

2. Sam Biardo
CEO – Technology Advisors Inc.
Twitter -@sambiardo
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3. Agenda
 Why CRM projects fail?
 What you need to do to be successful in
your CRM implementation?
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4. Why bad things happen to good people
who don’t plan their CRM project.
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5. Why CRM Project Fail?
1. Failure to plan: lack of strategy
Over 70% of all CRM projects through 2015 will be
viewed as a failure without an overall CRM Strategy
–Gartner Group 2011 CRM conference
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6. Why CRM Project Fail?
2. Failure to deliver what is required
 Wrong business requirements addressed
 Unrealistic time and budget constraints
 Poor project governance
 Poor Implementation
 Loss of focus on project benefits
 Environmental changes
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7. % Probability of Failure by time of implementation
Project Failure Rate
100
90
80
Keep Implementation under
Chance of Failure
70 6 months
60
50
40
30
20
10
0
1 2 3 4 5 6 7 8 9 10 11 12
Project Duration in Months
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8. How to succeed with your CRM project
without really trying.
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9. Eleven Strategies for Success
1. Obtain executive sponsorship
2. Consider corporate culture when deploying CRM
3. Clearly identify requirements
4. Align requirements by key stakeholders
5. Take a phased approach
6. Define business objectives before implementing
7. Implement using a methodology
8. Have a solid project plan
9. Build in a change management process
10. Train before implementing
11. Get user adoption
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10. 1. Obtain Executive Sponsorship
You need executive
commitment, not support.
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11. 2. Consider Corporate Culture
 Understand the skill set of the organization before
determining a solution
 Ask these key questions:
Do you have an IT staff who can support your
CRM?
Does IT understand your business?
Do you have an analyst on the business side
who can coordinate feature requests?
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12. 3. Clearly identify requirements
 Consider developing use cases and user stories
 Build mock up using presentation software
discussion day-in-the-life situations
 Understand that requirements are 15% to 25% of
the budget
 Measure these requirements that a lot of us miss:
Training
Cost (Short and Long term)
Support
Data Retention and Security
Data Migration Requirements
Data Cleansing Standards
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13. 4. Align requirements by key stakeholders
 Align requirements to departments and do a metric
analysis of the existing processes:
Number of calls in a day
Number of step to close a case
Number of case closed in one step
 Determine if the new solution will be more efficient
 Use the metrics to determine overall ROI after the
implementation
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14. Sample metrics
Marketing Sales Service
New customer Reduction in Deal First interaction
acquisition admin. time Size close rate
Revenue per Reps to Activity
Response Rate
rep quota per channel
Conversion Rate Cost of sales Close rate Call length
Campaign Customer face Lead
Wait time
planning effort time/selling time conversion
Campaign Opportunity Number of
Case again
execution effort aging renewals
Cost of new Forecast Revenue per Up-sell/
customer acq. accuracy customer Cross-sell
Campaign/event Order Profitability per
Response time
profitability accuracy customer
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15. 5. Take a phased approach
 Create a strategic plan before rolling out
 Keep phases to 3 months schedule
 Consider 3 to 4 release a year
 Evaluate each release after the previous release and
review priorities
 Expect to pay 25% to 33% of your original
implementation costs to support for:
Changing business requirements
Additional training
Additional features
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16. 6. Define business objectives before
implementing
 Clearly state the objective of the implementations in
a form that is measurable with a deadline for meeting
those objectives:
75% accurate forecast in 180 days
10% increase in support time
15% reduction in the cost of proposal generation
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17. 7. Implement using a methodology
A successful CRM project requires one key success factor:
choosing a methodology for implementation
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18. Implementation methodology option 1
1. Water fall structured approach
You start
coding and
I will go
find out
what they
want!
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19. Implementation methodology option 2
2. Agile Approach
Agile Development
Cycle
Pre Planning & Deployment /
Global Prototype Training
Requirements
Business
Scope
Project
Planning
Business
Requirement
Requirement Evaluate Productize Deploy
Document
Project Management / Users Adoption /Change Management
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20. Comparing and contrasting both options
Water Fall Agile
End user support for design Requirements not clearly
and review defined
Scope and solution can be
Well understood requirements
released in phases
Features can be deferred to a
Stable business processes
future release if not completed
Cannot easily phase our End users are engaged thought
requirements the project development
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21. 8. Have a solid project plan
The best things about not planning
are failure comes as a complete
surprise and is not proceeded by fear
and depression
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22. 9. Build in a change management process
Scope
Evaluate Rank
Implement /
Deploy
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23. Scoping
 Develop change board to make feature
recommendations.
 Compose initial scope using outstanding wish list
 Develop a list of functional requirements.
 Make sure that any change supports a business
requirement.
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24. Scoping
 Don’t save data just for the sake of saving data!
(That’s called hoarding)
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25. Ranking
Estimate
Rank –
functions and Publish
Change Release Plan
determine Roadmap
Board
budget
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26. Implement / Deploy
 Consider quarterly releases
No implementation should be more than 6 months ever
 Provide extensive training
 Ensure appropriate follow up training
Use an end user driven method to determine the training
levels and time
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27. Evaluation
 Conduct follow-up survey
 Review with change board
 Modify roadmap
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28. Transition Model of Change
•Confront with information
External •Acknowledge
•Be clear and concise accomplishments
•Be honest •Celebrate
•Don’t be in denial yourself •Stay involved
•MBWA •Communicate
Denial Commitment
Past Future
Resistance Exploration
•Listen •Channel energy initiative
•Be authentic •Use brainstorming
•Lower anxiety •Reinforce a “future focus”
•Clarify issues and barriers
•Say “goodbye to the past”
Internal
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29. 10. Train before and after implementing
• Project team training
• Scenario-based user training
• Administrator training
• Follow-up Training
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30. 11. Get user adoption
 Key Strategies
Get support from the Top
Show the Sales team WITFM
Drive adoption from the bottom up
Make adoption a contest
Reward employees who adopt
Punish those who do not adopt
Train, Train, Train
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31. Types of User Adoptions
Techniques
Positive Motivators
Negative
Training
Motivators
Peer
Pressure
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32. Power of Adoption
Peer
Pressure
Positive
Motivators
Training
Negative Motivators
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33. Power of Combination
Positive Motivators
Team Sales
event that Peer Negative
provides a trip Pressure Motivators
to the most
accurate 6
month pipeline.
Training
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34. Measurement
 Understanding your CRM is the first step to
understanding the approach you should use to
get adoption:
Collect usage statistics
Survey people about their skills
Analyze field usage
Do a time study
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35. Adoption Planning
1. Review metrics and determine adoption
weaknesses
2. Develop plans to improve only weak areas
3. Determine reasons for weaknesses
4. Create an approach
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37. #SCON12
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