Orchestrating a Successful CRM Implementation
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This document outlines the process of implementing a CRM system at Babson College, emphasizing that it is more than just an IT project. Key steps include defining problems and success criteria, performing business process analysis, and establishing strong governance and communication. Robyn Betts and Marc Satin highlight the importance of preparation, stakeholder engagement, and a structured approach to ensure success.
Orchestrating a Successful CRM Implementation
- 1. Marc Satin & Robyn Betts Enrollment Rx Babson College @EnrollmentRx | #hesummit Orchestrating a Successful CRM Implementation
- 2. Orchestrating a Successful CRM Implementation First Last Name Title
- 3. About Enrollment Rx, LLC First Last Name Title • Founded in 2008, Deep Domain Expertise • Focus Exclusively on salesforce.com for Higher Education • “Higher Ed App” and Toolkit built on the Salesforce platform • Gold Sponsor of the Higher Ed Summit
- 4. We Help Institutions of all size First Last Name Title
- 8. The Project
- 10. How it started
- 11. • “Can’t Report Accurately” • “No System!” • “Can’t Track What We Want To!” • Prospective experience disjointed and inconsistent Symptoms of Underlying Issues Visible First in Technology Layer
- 12. We Need A New System!
- 13. So, did you get a new system?
- 16. This was about a lot more than just technology
- 17. Challenge: This isn’t just an IT project!
- 18. Preparing for the Project
- 19. We are all in agreement, then Define the problem you are trying to solve
- 20. Define Success!
- 21. Project Charter - Formal documentation of project goals, approach, and success criteria Define the problem out loud Know what “good” looks like Get agreement
- 22. Team, Project Governance, Communication Set up Standing Meetings Have Sponsors Have a Strong Project Manager Report Out Weekly
- 23. Define Roles and Responsibilities – Out Loud!
- 24. All that before even starting?
- 25. Wait, all that before even selecting a tool?
- 26. Ensures that you are all on the same page
- 27. Perform Business Process Analysis 40+ PEOPLE INVOLVED 12+ PROCESS REVIEWS 35+ DOCUMENTS
- 28. We Need A New System! Way of Working
- 29. We know our business We don’t know CRM Find a partner that knows both
- 30. Communicate Broadly “What’s in it for me?” Celebrate Improvements Early and Often Champions for Change Find the squeaky wheels
- 31. Set Up SYSTEM Governance Early On
- 32. Leave Enough Time! – Build in time for chartering process – Build in time for contract negotiation across multiple vendors – Don’t skimp on testing! Babson took 18 months to select and implement
- 34. Establish Urgency “Burning Platform” Build Guiding Team Get the Right Vision Communicate for Buy-In Empower Action Create Short- Term Wins Don’t Let Up Make it Stick Declining Enrollment; Bad Prospective Experience Project Team / Sponsors / Chartering! Business Process Mapping Pain Points / Opportunities Governance Team / Training / Sponsor Accountability Starting with Strategy / KPIs Kotter’s 8-Step Change Model
- 35. Orchestrating A Successful CRM Implementation 1. Define your problem 2. Define Success 3. Create Your Project and Communication Structure 4. Perform Business Process Analysis 5. Find the Right Partner 6. Communicate Broadly 7. Create System Governance EARLY 8. Leave More Time Than You Think!
- 36. Thank you! Robyn Betts Director, Project Management Office Babson College rbetts@babson.edu Marc Satin, Chief Operating Officer Enrollment Rx msatin@enrollmentrx.com