Top 10 CRM Challenges

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Top 10 CRM Challenges

• Alexis Segars
• Customer Success Manager

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Domains of Success
Vision and Strategy

• Vision
• Business Strategy and Objectives

• Business and Technology Issues
• Customer Experience

Business Measures

• Objectives
• Key Performance Indicators

• Operationalize
• Validation

Adoption

• Communication Plan
• Training Strategy
• Support
• Continuous Improvement

• Organizational Readiness
• Stakeholder Involvement
• Measurements and Rewards

Sponsorship Governance

• Executive Sponsorship
• Center of Excellence (COE)

• Release Management

Roadmap

• Deployment Roadmap
• Capabilities Value Map

• Product Roadmap
• Global Deployment

Processes

• Process Effectiveness
• Process Review

• Process Definition
• Process Ownership

Technology Data

• Implementation Framework
• Data Management Strategy

• Platform and Integration Strategy
• Security Infrastructure

Domain Whitepaper http//blogs.salesforce.com/b
logs/files/2007_successful_enterprise_deployments_
in_a_saas_environment_v042607.pdf
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1 No Implementation Team

• Challenges
• One person owns the project
• Limited communication between various business
  units
• Lack of understanding of needs between business
  units
• Recommendation
• Center of Excellence/Steering Committee
• Importance
• Helps achieve vision strategy
• Aligns focus
• Ensures the right people are involved
• Domain Sponsorship Governance

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2 Lack of Strategic Vision

• Challenges
• Goals and plan are not clearly defined
• No understanding of the Companys business
  objectives and goals
• Recommendation
• Have a plan/project goals
• Importance
• Supports companys overall vision
• Provides clear purpose for the project
• Creates ongoing commitment
• Domain Vision Strategy

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3 No Success Metrics

• Challenges
• No clear goal for CRM efforts
• Company objectives have not been quantified to
  allow for performance analysis
• Recommendation
• Create success metrics
• Importance
• Provides visibility to how the initiative is
  tracking against business goals
• Helps identify areas where program is not
  achieving business results and allows for
  corrective actions
• Domain Business Measures

Improve by 20
Top 5 Lead Sources
Reduce Calls by 30
At Least Once a Month
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4 No Business Process Review

• Challenges
• Custom fields do not make sense to users
• Existing sales or customer support processes are
  not represented in the application
• The information needed to run reports is not
  included in the account, contact or opportunity
  information
• Recommendation
• Business process review
• Importance
• Helps achieve desired business outcome
• Helps drive the prioritization of features and
  functionality deployed.
• Domain Processes

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5 Complexity Inhibits Productivity

• Challenges
• We need more custom fields
• There is so much information that users cannot
  find what they need
• Users complain the application is cumbersome to
  use, it slows them down
• Recommendations
• Keep it simple
• Focus on the most important data
• Importance
• Spans multiple areas of the business
• Visibility to executives
• Domain Adoption

Information Flow
Value of Each Field
Intuitive Page Layout
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6 Dirty Data

• Challenges
• Users cannot find the information they need
• Lost revenue
• Pipeline and Forecasting reporting is difficult
• Recommendations
• Develop a plan for how data is migrated,
  enriched, cleansed, and maintained on an ongoing
  basis.
• Importance
• Greater adoption
• Accurate reporting
• Better business decision making
• Domain Technology Data

Wiliness to Own the Data Quality
Provide Incentives
Tools
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7 Inadequate Training

• Challenges
• Users cannot figure out how to use the
  application
• Adoption is poor
• Data entry is not consistent leading to poor data
  quality
• Users do not understand our value
• Recommendation
• Attend salesforce administrator training
• Create a training plan
• Importance
• Enforces process behavior consistency
• Helps enforce the value proposition
• Domain Adoption

Classroom Training
Salesforce.com Public Training
Online Training
Personalized Training
Reinforce Processes
Role Playing
http//www.salesforce.com/services-training/educat
ion-services/
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8 Not Managing to the Application

• Challenges
• User are not switching over from their old system
• Management still using legacy reporting tools
• Critical reporting metrics are consistently
  generated outside of the application
• Recommendation
• Look for opportunities to manage to the
  application by creating dashboards
• Importance
• Visibility to manage your business
• Domain Adoption

Adoption Dashboard
Team Dashboard
Weekly Meeting
Customized Training
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9 No Change Management Process

• Challenges
• The application does not match our business
  process or vision
• There are a number of fields that no one uses
• Individual users have created their own fields
  which do not apply to anyone else
• Recommendation
• Create a formal change management process
• Importance
• Ties your organizations vision and strategy with
  how capabilities will be deployed
• Aligning Business and IT toward common goals
• Domain Roadmap

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10 Not Leveraging Resources

• Challenge
• Still having problems with challenges 1-9
• Recommendations
• Leverage online and live support
• Importance
• Ensures successful implementation of salesforce
• Allows companies to stay abreast of salesforce
  innovation and direction
• Domain Sponsorship Governance

Classroom Training
Quick Assistance
Daily Best Practice Webinars
Implementation Help
Partner Solutions Integrated with salesforce
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