3 Keys to CRM Success

When people asked me what I do, it was always very easy to say, “I sell CRM software”.  While sitting in a conference session given by Barton J. Goldenberg, something I’ve felt for a few years was cemented.  According to Goldenberg, CRM software is only 20% of the solution.  If you don’t have the other key elements, and the right balance, your CRM software isn’t worth it’s logo.

So, if that’s the case, what is the right mix and what are the keys to CRM success?

• Your People – Without your people and their buy-in, you may as well throw your CRM product, and the money you spent on it, out the virtual window. Your people are more than half of the mix.  Your solution must fit in their day, make their jobs easier, and it has to make sense.  They must know how to use it.  In short, it needs to be built on their needs, it needs to be user-friendly, and your users need to be trained.
• Process – Your CRM tech must help uphold your process. Do you have a defined sales process? If not, no CRM software in the world will solve your sales & marketing issues.   Defining your process should be weighted at about 30% of your solution.  Spend the time to define your process.  Engage an expert (yup we do that) to take a look at your business, your process and strategy.  A defined process is mission critical to the success of your CRM.
• Technology – There is not a CRM product out there that you can plug in and it will instantly create prospects, make sales people more productive, or make your customers happy.  The CRM solution needs to follow your business process.  And, it needs to be the right CRM solution.  Meaning, it has to fit your business needs – do you need mobility, online or offline (or both) access, on-prem or in the cloud?

Does your CRM solution have the key elements, and right mix, for success?