Forrester Research projects in 2007, companies with fewer than 100 employees will account for more than a third of the CRM Market.
In the past the questions have been around can a SMB afford a CRM system, now the emphasis is on can a SMB not afford to have an effective CRM strategy.
My CRM Tip of the week focuses on planning an effective CRM strategy.
Brent came up with an analogy a few years back of comparing planning a CRM strategy to planning a family vacation:
• Don't choose a destination because everyone is going there or the airline flies there. (choose your own direction based on the needs of your company and your customers)
• Don't go someplace the kids will hate. (kids meaning your employees, make sure you lead the charge and reasons why passing it along the ranks)
• Don't go someplace you cannot afford. (the most robust and expensive CRM system will not bring success without the right infrastructure and strategy)
• Figure out how you get there and know exactly when you reach your destination. (Have metrics in place to measure the effectiveness of your strategy)
Points to stress in developing a CRM strategy for your company:
º Have a CRM Champion, someone who will over see the development.
º Figure out specifically what business problems you want to address and solve.
º Define several formal, measurable objectives for your CRM initiatives.
º Uncover technology issues that your organization faces like integrating your CRM system with your accounting system or your website, data capture, accuracy and maintenance.
º Have a solid understanding of how your strategy will affect, your people, your current business processes in marketing, sales and customer service.
º Consider hiring a CRM consultant to provide guidance to your CRM project team
Taking the time up front to discuss, determine, discuss and plan your company's CRM initiatives will ensure that you will reach a successful destination for your customers and your company.