A new customer relationship management (CRM) platform offers your business so much potential. It can transform projects, drive sales enablement, transform customer engagement and so many other delightful deeds. However, many CRM implementations fail. They come into the business with the bells and the whistles and the dancing functionalities, and, once they’re integrated, they limp forward as if hobbled by expectation.
A CRM solution can completely bypass the mark. It can deliver weak to rubbish results. Failure is normal. It’s an entirely expected factor that comes with any tech implementation or investment. But there is a reason why, and if you know the why, then you can avoid failure and instead enjoy a sustainable CRM success story.
Failure point 01: A new methodology
Often, a new CRM system comes hand-in-methodology. It comes with a fresh new approach to sales that asks sales enablement teams to undertake significant changes to existing methods and sales processes. This is not an uncommon issue – 89% of B2B sales enablement teams plan to launch a new sales methodology in 2023, says Forrester. The firm also says that this usually results in disaster because the methodology isn’t a good fit, there isn’t buy-in, and the CRM system isn’t up to the task. The new CRM has to reflect the new methodology and the two can become so entangled that the one is hobbled by the other.
De-risk this by introducing a CRM platform before the methodology so that users have time to acclimatize to the tech and have the skills they need to fully realize the potential of both. This is all about employee buy-in, business buy-in, and cohesive implementation.
Failure point 02: You’re not sure why you’re buying it
Often, companies invest into a shiny new CRM because they hear about the benefits and the value-adds and want the same for themselves. This is solid reasoning, unfortunately, the tech needs a clear and strategic vision before it can deliver value in any shape. You need to know how this technology will fit within your business, the barrier to entry for users, how it will measurably change your customer engagements, and what you definitively need the technology to deliver.
De-risk this by asking the right questions and by digging deep into your business to find the gaps and the pain points and the needs, that way you can ensure your investment and your implementation match your expectations and your strategy.
Failure point 03: Limited visibility into implementation and integration
A truly powerful CRM system is a complex behemoth that can either lumber into the business, leaving crushed systems and applications in its wake, or slide on into systems and platforms like a well-oiled machine. The difference lies in a comprehensive understanding of how the technology will impact various systems, what challenges it could potentially introduce, and a careful lock-and-key approach to integration across your CMS, your sales platforms, your website, your data and your existing infrastructure stack.
De-risk this by working with a company that has a deep understanding of the technology and the industry, and that has a proven track record in implementing CRM platforms. You want to ask them the right questions [link to proposed September post] and make sure they give you the right answers.
Failure point 04: It’s just technology
Often, a CRM solution is seen as just that…a solution. It’s technology and it should do its job and stay out of the way. True, it should. Nobody wants a nosy technology platform that makes life harder. However, to fully realize the potential of your CRM platform, especially one like Microsoft Dynamics CRM, you need to stick the entire company into the system, right up to the elbows, and use the different feature sets and functionalities consistently. CRM isn’t static, it’s an evolving, transformative beast that can help your business remain agile and flexible as it learns more about customers and operations.
Completely De-risk this with Mint US’s ProActive – We can help you successfully implement your Microsoft Dynamics CRM platform with expertise that’s proven and a passion for helping companies re-imagine their potential with a solution that fits like a glove and exceeds expectations.