Get the Most Out of Your CRM

In today’s connected world, continuous optimization of enterprise applications to realize your digital strategy is key.

Member Challenge

  • Application optimization is essential to stay competitive and productive in today’s digital environment.
  • Enterprise applications often involve large capital outlay, unquantified benefits, and high risk of failure.
  • Customer relationship management (CRM) application portfolios are often messy with multiple integration points, distributed data, and limited ongoing end-user training.
  • User dissatisfaction is common.

Our Advice

Critical Insight

A properly optimized CRM ecosystem will reduce costs and increase productivity.

Impact and Result

  • Build an ongoing optimization team to conduct application improvements.
  • Assess your CRM application(s) and the environment in which they exist. Take a business-first strategy to prioritize optimization efforts.
  • Validate CRM capabilities, user satisfaction, issues around data, vendor management, and costs to build out an optimization strategy.
  • Pull this all together to develop a prioritized optimization roadmap.

Research & Tools

Start here – read the Executive Brief

Read our concise Executive Brief to find out why you should optimize your CRM, review Info-Tech’s methodology, and understand the four ways we can support you in completing this project.

Name Actions
Get the Most Out of Your CRM – Executive Brief
Get the Most Out of Your CRM – Phases 1-3

1. Map current-state capabilities

Gather information around the application:

1. Identify CRM optimization team.
2. Inventory current system state.
3. Complete the CRM business model to create goals and organizational alignment.
4. Identify key CRM processes (optional).

Name Actions
Get the Most Out of Your CRM Workbook

2. Assess your current state

Assess CRM and related environment. Perform CRM process assessment. Assess user satisfaction across key processes, applications, and data. Understand vendor satisfaction

Name Actions
CRM Application Inventory Tool

3. Build your optimization roadmap

Build your optimization roadmap: process improvements, software capability improvements, vendor relationships, and data improvement initiatives.

Name Actions
Thought Model: Get the Most Out of Your CRM