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THE ANATOMY OF GROWTH
How a well-implemented CRM system is
essential to sustained corporate growth
@socalbma 
Walter Fawc...
WALTER FAWCETT
➤25 years of application design and technology consulting
➤Founded Fawcett Technology Advisors in 2009
➤Tod...
UNDERSTAND THE POTENTIAL VALUE
“In analyzing ROI case studies on CRM, Nucleus Research
found the average returns from CRM ...
✓ The Technology Landscape
✓ A Blueprint for Success
✓ 6 Common Mistakes
✓ Where to Begin
THE ANATOMY OF GROWTH
Fawcett Te...
Standard Definition…
Customer Relationship Management
➤ Sales Automation
➤ Contact Management
➤ Marketing Automation
Fawce...
Why CRM is important…
For the Company
➤ Sustained growth requires control over
process and data
For Marketers
➤ Success re...
Contact
Management CRM
Marketing
Management
Technology Landscape
Fawcett Technology Advisors @socalbma 
➤ Salesforce revenue has grown
over 8x. ($1b to $8b+)
➤ Marketo grew from $10m in
revenue in 2011 to selling for
over $1.5...
Changes in the
Landscape Since 2011
➤ Pardot had revenue of $7m in
2011…acquired by ExactTarget
for $95m. ET was purchased...
“As many as 85% of companies that buy CRM software to
automate sales efforts don’t pick the right tools because they
fail ...
…for a well-implemented CRM is to stay focused on
the business requirements…not the technology.
The Key to Success…
Fawcet...
… Start the Conversation.
The Initiative
Needs A Leader…
Fawcett Technology Advisors @socalbma 
➤ Continually demonstrate
value
➤ Senior management buy-in
➤ Alignment of the
organization with marketing
strategies
➤ Bui...
➤ Uncovers how your marketing
strategy can optimally align with
other departments
➤ Enables end-to-end
measurement of obje...
Do You Need A Technology
Background?
No.
Fawcett Technology Advisors @socalbma 
➤ Leadership, Empathy,
Collaboration, and Teamwork
➤ Stay focused on the business
What is Needed…
“It is amazing how much ...
It is essential to remain focused on the
business objectives before talking tech.
CRM is a Business Discussion…
Fawcett Te...
Jumping into the technical,
before you have your
business objectives properly
documented, increases risk
and makes you vul...
It is likely that many of you already have a
CRM at your company. If it is working
well… congratulate yourself.
If it is n...
➤ Define the Problem
➤ Identify User Groups
➤ Understand Your Data
➤ Map the Business Process
➤ Write down your findings
E...
➤ What are the big
challenges that you
are trying to solve?
➤ What is the impact of
each issue?
➤ Can you determine a
valu...
The People that will need to interact with the “system”
Identify Potential User Groups
External
 Customers
 Vendors
 Pa...
➤ Characteristics of the User
➤ Technology Context
➤ Priority and Timing
➤ Security
Issues / Requirements
Understand
the U...
➤ Data that naturally occurs in the course of
business
➤ People
➤ Companies
➤ Transactions
➤ Activities
➤ Breadth is more ...
Analyze Each Data Set
➤ List the “attributes” for each data set
➤ Think about how the data set can be
categorized
➤ List t...
Understand Your Data Very frequently CRM projects fail because the
company does not adequately understand its
data before ...
Catalog Departmental Business Processes
List Out High-Level
Departmental
Processes
➤ Marketing
➤ Inside Sales
➤ Outside Sa...
Link Business Processes Across Departments
➤ Tie together end to end
➤ Map the process from
beginning to end
➤ Crossing de...
Process Analysis
➤ Identify the Variants
➤ Social Media Leads vs. Trade
Show Lead vs. Web Site Lead
➤ New Sale vs. Mainten...
Catalog the data and calculations that
are used to measure your business.
➤ Primary Data Set: leads, sales,
impressions, e...
➤ Identify the process that is the data
source for each metric
➤ Prioritize which metrics are most
important
➤ Describe th...
Automation Opportunities
➤ Areas where the technology can
automate tasks to increase
efficiency and/or reduce errors
“Non-...
You are now able to describe the
following…
➤ Challenges you are trying to solve
➤ Who will be using the system
➤ How the ...
DOCUMENTATION IS ARMOR
The next step in the process… the Technology Discussion
But first... your documentation is your arm...
➤ The discipline of documenting your
findings is essential for a successful
CRM implementation or remediation
➤ The docume...
The Technology Discussion
Now that the business requirements are
understood and documented, the technology
discussion can ...
Self Implement
Staff 100% with internal resources
No external staff
A Quick Note About Implementation Options
Fawcett Tech...
Self Implement
Staff 100% with
internal resources
No external staff
Outsource
Staff with 100%
external resources
Possibly ...
A Quick Note About Implementation Options
Self Implement
Staff 100% with
internal resources
No external staff
Outsource
St...
➤ Go on some dates…
play the field… be safe
➤ Have some serious dates…
share some personal info
➤ Engagement
➤ Marriage
Th...
➤ Invite your IT Team
into the discussion
➤ Give IT “a seat at
the table” for
technology or
support decisions
➤ Avoid surp...
➤ Talk to business and marketing
leaders you that you respect
about their experiences…
and catalog their input
(for your o...
➤ To better educate yourself,
contact at least 2 CRM
software vendors
➤ Get a demo
➤ Ask for pricing information
… be wary...
Selecting who drives your Implementation is
more important than selecting the right technology.
Start the Selection Proces...
➤ Analysis and Design
➤ Development
➤ Deployment
➤ User Training
➤ Support
ADDUS – The Implementation Process
Fawcett Tech...
➤ Internal
➤ Outsourced
➤ Hybrid
Which Implementation Options Will You Consider?
Fawcett Technology Advisors @socalbma 
Meet with at least three candidates
➤ Explain your very high level goals
➤ Ask about the methodology, relevant
experience ...
➤ If the first date went well, then
you can get more serious
➤ Consider asking 3rd Party to sign
a Non-Disclosure Agreemen...
➤ Do they actually read and
understand the requirements
➤ Do they ask good questions
➤ Did they provide a well-
written pr...
 Invest time crafting the
relationship that you want.
The implementer will be a
person or company that you
may work with ...
➤ Is the proposal clear on
how you will be able to
manage the implementer?
➤ Who will be working on
your project?
➤ What i...
➤ Insist on a cost estimate for the
full scope
➤ Internal: cost of labor and
resources
➤ Outsource: fixed price or hourly
...
➤ Negotiate pricing for the licenses
and/or subscriptions up front, but
only buy when needed
➤ Leverage favorable cancella...
Additional or Unforeseen
➤ Support & Training
➤ Upgrades and New Features
➤ Integrating with other business applications
I...
At this point you will have done
the following…
➤ Educated yourself on
technology and
implementation options
➤ Completed t...
6 Common Mistakes
Fawcett Technology Advisors @socalbma 
Inability to address the gravitational
pull of old habits will undermine the
success of the CRM initiative.
Adoption takes...
➤ The consequence, will be that
users will enter bad data or just
not use the system
➤ The system must be flexible
➤ Data ...
➤ In every CRM initiative there are
risks that could undermine the
overall success
➤ Companies frequently will jump
into t...
Companies don’t invest the time to
properly clean and prepare their
data before the implementation of
their CRM initiative...
Some companies will take on an
initial project with a very broad
scope, creating unnecessary risk.
➤ Budget overruns
➤ Sch...
“The Fish Stinks from the Head …”
➤ Lack of commitment from Top
Management
➤ Lack of consistent usage by
Marketing and Sal...
CRM AND GROWTH
According to Gartner…
“…a well-implemented CRM system can increase
revenue by a whopping 41% per sales pers...
➤ Focus on the Business Requirements
➤ Lead with empathy and collaboration
➤ Document the information
➤ Be well-armed befo...
➤ Who will be implementing the system is more
important than the software
➤ Involve your IT Team
➤ Avoid common mistakes
➤...
QUESTIONS?
Walter Fawcett | Founder
LinkedIn.com/in/walterfawcett
@WalterFawcett
/socalbma
/company/socalbma
/socalbma
/so...
SoCalBMA.org 
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The Anatomy of Growth: How a well-implemented CRM system is essential to sustained corporate growth

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Part of The Leading Edge executive signature series, this presentation, “The Anatomy of Growth: How a well-implemented CRM system is essential to sustained corporate growth” was delivered by Walter Fawcett, Founder of Fawcett Technology Advisors, at SoCal BMA’s 3rd Annual Regional Conference, “Process to Profits: Customer-Centric Strategies for Accelerating Growth”. The conference was held November 17, 2016, in Irvine, CA.

Publié dans : Marketing
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The Anatomy of Growth: How a well-implemented CRM system is essential to sustained corporate growth

  1. 1. THE ANATOMY OF GROWTH How a well-implemented CRM system is essential to sustained corporate growth @socalbma  Walter Fawcett, Founder Fawcett Technology Advisors @WalterFawcett
  2. 2. WALTER FAWCETT ➤25 years of application design and technology consulting ➤Founded Fawcett Technology Advisors in 2009 ➤Today… sole focus is in CRM Fawcett Technology Advisors @socalbma 
  3. 3. UNDERSTAND THE POTENTIAL VALUE “In analyzing ROI case studies on CRM, Nucleus Research found the average returns from CRM have increased since 2011, from $5.60 to $8.71 for every dollar.” Nucleus Research Fawcett Technology Advisors @socalbma 
  4. 4. ✓ The Technology Landscape ✓ A Blueprint for Success ✓ 6 Common Mistakes ✓ Where to Begin THE ANATOMY OF GROWTH Fawcett Technology Advisors @socalbma 
  5. 5. Standard Definition… Customer Relationship Management ➤ Sales Automation ➤ Contact Management ➤ Marketing Automation Fawcett Definition… Process & Data Management in addition to Automation in the “front end” of the business ➤ All of the above tied into one system What is CRM? Fawcett Technology Advisors @socalbma 
  6. 6. Why CRM is important… For the Company ➤ Sustained growth requires control over process and data For Marketers ➤ Success requires metrics that show how marketing activities contribute to overall corporate performance Fawcett Technology Advisors @socalbma 
  7. 7. Contact Management CRM Marketing Management Technology Landscape Fawcett Technology Advisors @socalbma 
  8. 8. ➤ Salesforce revenue has grown over 8x. ($1b to $8b+) ➤ Marketo grew from $10m in revenue in 2011 to selling for over $1.5b earlier this year. ➤ HubSpot had revenue of $16m in 2011. 2016 revenue may top $200m. Changes in the Landscape Since 2011 Fawcett Technology Advisors @socalbma 
  9. 9. Changes in the Landscape Since 2011 ➤ Pardot had revenue of $7m in 2011…acquired by ExactTarget for $95m. ET was purchased in 2013 by Salesforce for $2.5b ➤ In 2011, Microsoft did not have an online CRM offering. Fawcett Technology Advisors @socalbma 
  10. 10. “As many as 85% of companies that buy CRM software to automate sales efforts don’t pick the right tools because they fail to define business objectives.” Distinguished Analyst, Robert DeSisto, former VP, Gartner* *Mr. DeSisto is now Vice President of Global Customer Transformation at Salesforce. Why So Many Companies Struggle with CRM… Fawcett Technology Advisors @socalbma 
  11. 11. …for a well-implemented CRM is to stay focused on the business requirements…not the technology. The Key to Success… Fawcett Technology Advisors @socalbma 
  12. 12. … Start the Conversation. The Initiative Needs A Leader… Fawcett Technology Advisors @socalbma 
  13. 13. ➤ Continually demonstrate value ➤ Senior management buy-in ➤ Alignment of the organization with marketing strategies ➤ Building bridges between Marketing Technology and the “IT Department” ➤ Technology is changing at incredible speed The Marketer’s Challenge… Fawcett Technology Advisors @socalbma 
  14. 14. ➤ Uncovers how your marketing strategy can optimally align with other departments ➤ Enables end-to-end measurement of objectives across multiple departments ➤ Gives Marketers more influence over the ultimate results of the company initiatives Leading the Conversation Opens Doors… Fawcett Technology Advisors @socalbma 
  15. 15. Do You Need A Technology Background? No. Fawcett Technology Advisors @socalbma 
  16. 16. ➤ Leadership, Empathy, Collaboration, and Teamwork ➤ Stay focused on the business What is Needed… “It is amazing how much can be accomplished if no one cares who gets the credit.” John Wooden Fawcett Technology Advisors @socalbma 
  17. 17. It is essential to remain focused on the business objectives before talking tech. CRM is a Business Discussion… Fawcett Technology Advisors @socalbma 
  18. 18. Jumping into the technical, before you have your business objectives properly documented, increases risk and makes you vulnerable to many perils of a CRM implementation. Danger of Talking Tech Too Soon… Fawcett Technology Advisors @socalbma 
  19. 19. It is likely that many of you already have a CRM at your company. If it is working well… congratulate yourself. If it is not driving value, all of the principles in this presentation will still apply. But I Already Have A CRM? Fawcett Technology Advisors @socalbma 
  20. 20. ➤ Define the Problem ➤ Identify User Groups ➤ Understand Your Data ➤ Map the Business Process ➤ Write down your findings Empathy and cross-department collaboration are the two most essential skills to lead the CRM initiative. 5 Main Elements of the Blueprint… Fawcett Technology Advisors @socalbma 
  21. 21. ➤ What are the big challenges that you are trying to solve? ➤ What is the impact of each issue? ➤ Can you determine a value for solving each one? Define the Issues Fawcett Technology Advisors @socalbma 
  22. 22. The People that will need to interact with the “system” Identify Potential User Groups External  Customers  Vendors  Partners Internal  Outside Sales  Inside Sales  Marketers  Customer Service  Managers Fawcett Technology Advisors @socalbma 
  23. 23. ➤ Characteristics of the User ➤ Technology Context ➤ Priority and Timing ➤ Security Issues / Requirements Understand the User Persona Fawcett Technology Advisors @socalbma 
  24. 24. ➤ Data that naturally occurs in the course of business ➤ People ➤ Companies ➤ Transactions ➤ Activities ➤ Breadth is more important the depth ➤ Make Lists … Not Technical Catalog Your Data Fawcett Technology Advisors @socalbma 
  25. 25. Analyze Each Data Set ➤ List the “attributes” for each data set ➤ Think about how the data set can be categorized ➤ List the related data sets ➤ List places where the data set exists today Fawcett Technology Advisors @socalbma 
  26. 26. Understand Your Data Very frequently CRM projects fail because the company does not adequately understand its data before implementation. Fawcett Technology Advisors @socalbma 
  27. 27. Catalog Departmental Business Processes List Out High-Level Departmental Processes ➤ Marketing ➤ Inside Sales ➤ Outside Sales ➤ Service Fawcett Technology Advisors @socalbma 
  28. 28. Link Business Processes Across Departments ➤ Tie together end to end ➤ Map the process from beginning to end ➤ Crossing department boundaries is essential Fawcett Technology Advisors @socalbma 
  29. 29. Process Analysis ➤ Identify the Variants ➤ Social Media Leads vs. Trade Show Lead vs. Web Site Lead ➤ New Sale vs. Maintenance Renewal ➤ Customer Forecast vs. Individual Order ➤ Describe the rules and requirements for each ➤ Find the outliers Fawcett Technology Advisors @socalbma 
  30. 30. Catalog the data and calculations that are used to measure your business. ➤ Primary Data Set: leads, sales, impressions, etc. ➤ Dimensions: by customer, sales rep, campaign, channel ➤ Time Frame: per week, month, quarter, year, et al. Your existing reports are a great source for identifying key metrics. Metrics Fawcett Technology Advisors @socalbma 
  31. 31. ➤ Identify the process that is the data source for each metric ➤ Prioritize which metrics are most important ➤ Describe the meaning of each important metric Map Metrics Back to Process Fawcett Technology Advisors @socalbma 
  32. 32. Automation Opportunities ➤ Areas where the technology can automate tasks to increase efficiency and/or reduce errors “Non-Functional” Business Requirements ➤ Security ➤ Performance ➤ Hours of Operation ➤ Scalability ➤ Uptime Requirements ➤ Support and Maintenance Final Touches Fawcett Technology Advisors @socalbma 
  33. 33. You are now able to describe the following… ➤ Challenges you are trying to solve ➤ Who will be using the system ➤ How the data flows through the business ➤ How key metrics are mapped from the end-to-end business process Checkpoint 1 Fawcett Technology Advisors @socalbma 
  34. 34. DOCUMENTATION IS ARMOR The next step in the process… the Technology Discussion But first... your documentation is your armor. Don’t go into battle without it. Fawcett Technology Advisors @socalbma 
  35. 35. ➤ The discipline of documenting your findings is essential for a successful CRM implementation or remediation ➤ The documentation review process enables other departments to ensure that their voices were properly heard ➤ Gaps are always found when documenting ➤ Accountability is impossible without documentation … both internal and external Documentation Fawcett Technology Advisors @socalbma 
  36. 36. The Technology Discussion Now that the business requirements are understood and documented, the technology discussion can start. In this section we will review the following… ➤ How to select the technology ➤ How to select an implementation strategy ➤ How to get the right deal Fawcett Technology Advisors @socalbma 
  37. 37. Self Implement Staff 100% with internal resources No external staff A Quick Note About Implementation Options Fawcett Technology Advisors @socalbma 
  38. 38. Self Implement Staff 100% with internal resources No external staff Outsource Staff with 100% external resources Possibly use internal staff for training and other ancillary tasks A Quick Note About Implementation Options Fawcett Technology Advisors @socalbma 
  39. 39. A Quick Note About Implementation Options Self Implement Staff 100% with internal resources No external staff Outsource Staff with 100% external resources Possibly use internal staff for training and other ancillary tasks Hybrid A mix of internal & external resources Usually external resources focus on design and architecture. Internal staff can be programmers, support, training, et al. Fawcett Technology Advisors @socalbma 
  40. 40. ➤ Go on some dates… play the field… be safe ➤ Have some serious dates… share some personal info ➤ Engagement ➤ Marriage The Selection Process is Like Getting Married Fawcett Technology Advisors @socalbma 
  41. 41. ➤ Invite your IT Team into the discussion ➤ Give IT “a seat at the table” for technology or support decisions ➤ Avoid surprises, encourage collaboration and accountability Involve Your IT Team Fawcett Technology Advisors @socalbma 
  42. 42. ➤ Talk to business and marketing leaders you that you respect about their experiences… and catalog their input (for your own reference). ➤ Research product and service offerings ➤ Identify top choices ➤ Don’t fall in love with any solution…yet ➤ You are looking for options and information, not solutions Start the Research Fawcett Technology Advisors @socalbma 
  43. 43. ➤ To better educate yourself, contact at least 2 CRM software vendors ➤ Get a demo ➤ Ask for pricing information … be wary if the pricing info is not clear ➤ Ask for referrals to their best integrators that have experience in your industry and size of company ➤ Again you are looking to educate yourself … do not start “solutioning” Contact CRM Vendors Fawcett Technology Advisors @socalbma 
  44. 44. Selecting who drives your Implementation is more important than selecting the right technology. Start the Selection Process Fawcett Technology Advisors @socalbma 
  45. 45. ➤ Analysis and Design ➤ Development ➤ Deployment ➤ User Training ➤ Support ADDUS – The Implementation Process Fawcett Technology Advisors @socalbma 
  46. 46. ➤ Internal ➤ Outsourced ➤ Hybrid Which Implementation Options Will You Consider? Fawcett Technology Advisors @socalbma 
  47. 47. Meet with at least three candidates ➤ Explain your very high level goals ➤ Ask about the methodology, relevant experience and pricing ➤ Ideally at least one of the candidates should have expertise in a different CRM platform Evaluate their response ➤ Did they have a clear and credible explanation ➤ Did they ask questions ➤ How well did they listen and understand your needs and situation This is like your first couple of “dates”. Listen… have fun… and be safe. Create a List of Potential Implementers Fawcett Technology Advisors @socalbma 
  48. 48. ➤ If the first date went well, then you can get more serious ➤ Consider asking 3rd Party to sign a Non-Disclosure Agreement ➤ Share the CRM business documentation that you created earlier This is where you get comfortable enough to start sharing your story. The Short List Fawcett Technology Advisors @socalbma 
  49. 49. ➤ Do they actually read and understand the requirements ➤ Do they ask good questions ➤ Did they provide a well- written proposal that aligns with the Business requirements document ➤ The response should be consistent with the claims in the initial meetings (process, pricing, experience, etc.) Carefully Evaluate Potential Implementers Fawcett Technology Advisors @socalbma 
  50. 50.  Invest time crafting the relationship that you want. The implementer will be a person or company that you may work with for years to come.  Think of this as a potential marriage contract. Negotiate the Right Terms Fawcett Technology Advisors @socalbma 
  51. 51. ➤ Is the proposal clear on how you will be able to manage the implementer? ➤ Who will be working on your project? ➤ What is the escalation process and who is involved? ➤ How will support and maintenance be handled? The Management Controls Fawcett Technology Advisors @socalbma 
  52. 52. ➤ Insist on a cost estimate for the full scope ➤ Internal: cost of labor and resources ➤ Outsource: fixed price or hourly ➤ Hybrid: a combination of both ➤ Require a risk analysis ➤ Limit the initial phase to a scope that is as narrow as possible The Appropriate Scope Fawcett Technology Advisors @socalbma 
  53. 53. ➤ Negotiate pricing for the licenses and/or subscriptions up front, but only buy when needed ➤ Leverage favorable cancellation terms ➤ Determine who owns the work product ➤ Decide what happens if you separate The Terms Fawcett Technology Advisors @socalbma 
  54. 54. Additional or Unforeseen ➤ Support & Training ➤ Upgrades and New Features ➤ Integrating with other business applications Infrastructure ➤ Network capacity ➤ Redundancy ➤ Security considerations Plan for the cost to be 2x the quoted price. The Hidden Costs Fawcett Technology Advisors @socalbma 
  55. 55. At this point you will have done the following… ➤ Educated yourself on technology and implementation options ➤ Completed the selection process for who will be your implementer ➤ Negotiated an agreement that includes management controls, an appropriate scope, and proper terms ➤ Considered hidden costs Checkpoint 2 Fawcett Technology Advisors @socalbma 
  56. 56. 6 Common Mistakes Fawcett Technology Advisors @socalbma 
  57. 57. Inability to address the gravitational pull of old habits will undermine the success of the CRM initiative. Adoption takes constant energy to change old habits. #6 – Underestimating Difficulty of User Adoption & Training Fawcett Technology Advisors @socalbma 
  58. 58. ➤ The consequence, will be that users will enter bad data or just not use the system ➤ The system must be flexible ➤ Data should only be required when relevant ➤ Stage of process ➤ Type of process #5 – The Death Star Fawcett Technology Advisors @socalbma 
  59. 59. ➤ In every CRM initiative there are risks that could undermine the overall success ➤ Companies frequently will jump into the implementation phase without fully understanding, vetting and containing major risks ➤ The result is that when not addressed early, a company can be deep into implementation before uncovering a showstopper #4 – Insufficient Risk Analysis Fawcett Technology Advisors @socalbma 
  60. 60. Companies don’t invest the time to properly clean and prepare their data before the implementation of their CRM initiative. Impact - Reduces benefits of the CRM initiative ➤ Users will become frustrated ➤ Metrics and reporting will be inaccurate ➤ End up spending more time and money later fixing the problem “Garbage In … Garbage Out!” #3 – Dirty Data Fawcett Technology Advisors @socalbma 
  61. 61. Some companies will take on an initial project with a very broad scope, creating unnecessary risk. ➤ Budget overruns ➤ Schedule delays ➤ Complicates mid-project changes, if needed ➤ Wasted labor and resources #2 – The Initial Implementation Project Is Too Big Fawcett Technology Advisors @socalbma 
  62. 62. “The Fish Stinks from the Head …” ➤ Lack of commitment from Top Management ➤ Lack of consistent usage by Marketing and Sales leaders ➤ Leads to an unengaged user base #1 – Lack of Commitment and Participation Fawcett Technology Advisors @socalbma 
  63. 63. CRM AND GROWTH According to Gartner… “…a well-implemented CRM system can increase revenue by a whopping 41% per sales person.” Fawcett Technology Advisors @socalbma 
  64. 64. ➤ Focus on the Business Requirements ➤ Lead with empathy and collaboration ➤ Document the information ➤ Be well-armed before you start the technology discussion CRM Takeaways…Starting the Discussion Fawcett Technology Advisors @socalbma 
  65. 65. ➤ Who will be implementing the system is more important than the software ➤ Involve your IT Team ➤ Avoid common mistakes ➤ Ensure that the executives and managers are committed to use the system CRM Takeaways… The Technical Side Fawcett Technology Advisors @socalbma 
  66. 66. QUESTIONS? Walter Fawcett | Founder LinkedIn.com/in/walterfawcett @WalterFawcett /socalbma /company/socalbma /socalbma /socalbma SoCalBMA.org  The Anatomy of Growth How a well-implemented CRM system is essential to sustained corporate growth
  67. 67. SoCalBMA.org 

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