How To “Not” Screw Up Your CRM project

As businesses are increasingly becoming technology focused on the increased usage of Customer Relationship Management (CRM) systems to capture relevant data and better streamline the sales, service and marketing process is becoming ever more popular.

However, despite, this growing popularity, more than 50% of Customer Relationship Management (CRM) campaigns are failing to deliver initially identified business goals because most of CRM features aren’t even being used due to low user adoption.

Customer experience - Customer relationship management


The problem is often due to  the lack of knowledge and support provided to businesses by agencies and partners on how to optimize the CRM technology to best leverage deep customer insights, and the ability of the CRM to grow and adapt with the business.

Most agencies goal is to deliver a solution that sounds ambitious, requires tons of effort to deliver, has tons of custom functions – that either deliver little bottom line results or barely used.

The priority should be not the scale of the deliverable solution, but rather on the impact the solution will make on to day-to-day activities sales and marketing personal performs. it can be a tiny change to the process that will make your business to grow.

It is important to approach digital transformation differently. Introduction of a CRM should not be viewed as a revolution, instead look at it as an evolution.

One of the advantages to using services Digital Aquila is that businesses are not only provided with the initial implementation of a tool like a CRM system at a basic level, with focus on the most critical aspects of day-to-day operation of sales and marketing teams, but they also get access to ongoing optimization opportunities, as well as long-term best-practice advice and support.

Enterprise resource planning - Implementation
We call it a phased approach.

With a majority of CRM users facing major challenges customizing their CRM, it’s services like these that really determine the success of a CRM and a business’s customer ROI in a short, medium and long term, with evolutionary increase in gained benefits and ever increasing ROI

Below is an outline of what you should be looking for when it comes to investing in your CRM platform and identifying the best CRM Partner to work with.

1. Knowledge of your business
A good CRM partner will understand and know your internal processes together with the inside-out knowledge of your strategy, combining both information and organization capital to deliver a differentiating value proposition.

2. Start-small
Don’t go for massive change from the get go. Managing contacts and sales opportunities is just the beginning.  A CRM should allow you to track marketing campaigns and sales activity for each and every lead, opportunity, and customer — and your sales team should be able take action from wherever they are. So you spend more time selling to the right people, armed with up to date information at any point time.

3. Measure ROI then evolve
Each interaction tracked on a CRM should be aligned to a specific business/sales/marketing goal and provide real-time insights toward attainment of this goal. Executive team should  also be able to measure what channels, frequencies and messages are working the best with which types of customers so you can improve performance moving forward.

4. Ongoing support of your efforts
With 40% of businesses using less than half of the CRM features available to them, one of the biggest barriers to sales & marketing automation is CRM optimization. Whilst CRM vendors offer the initial implementation of the software, there is no long-term guidance. Without ongoing support a CRM struggles to customize and grow with a business, at the same time getting a solution that is hardly manageable by internal team. Low user adoption, usually means, the investment was wasted.

5. Learn internally
It is important to have internal champions who will grow the CRM  system internally, and the one that would look into enabling features that may lead to ever greater success. Technology is nothing without proper human interaction and management, and internal champions are essential elements of the better adoption of the software.

So sum up, the key advantage of using a marketing cloud implementation partners like Digital Aquila is the access a businesses has to a team of Salesforce experts that are constantly work to ensure sales and marketers are exploiting CRM technology to the maximum and align necessary business needs with what technology can offer.

Digital Aquila – Salesforce Marketing Cloud experts can help you to optimize your Salesforce Marketing Cloud operational costs and identify the ROI you get from the platform.

We are based in Washington D.C with offices in Sydney and London. We are Salesforce specialists with presence in Denver, New York, Atlanta, Boston, New York, Colorado Springs, Los Angeles, and Chicago. Digital Aquila is a certified Salesforce and HubSpot partner.

Reach out to us if you have any questions: