5 Critical Steps in the CRM Implementation Process

When planning a CRM implementation, many businesses don’t know what to expect. Some are new to the CRM world, after

5 min. read

When planning a CRM implementation, many businesses don’t know what to expect. Some are new to the CRM world, after all, and their eagerness to use their new platform urges them to finish the CRM implementation process as quickly as possible.

The “as quickly as possible” approach often results in a subpar solution, however. And when working with an implementation partner, it likely means that you’re not getting your money’s worth. Although the length of a project will vary based on complexity, each one should contain the same specific steps to ensure success.

This post takes you through the recommended process for a CRM implementation. When working with a consultant, you should ensure their methodology includes the steps outlined here. These best practices will guide you toward an error-free and well-designed platform that your users understand how to operate.

The CRM Implementation Process in 5 Steps

Scoping & Planning

The path to project success begins before the project does. Prior to even signing with an implementation partner, you need to ensure they’re on the same page as you. Understanding what the proposed project's scope will provide you is critical, as misunderstandings at this phase will later derail the implementation and sour relationships.

Your team can't overlook the suggested timeline either. As you’ll see in the next sections, a well-run project relies on continuous client feedback. So both sides need to ensure that stakeholders are available throughout the length of the implementation.

Discovery & Design

Every build project (whether for a house, consumer product or CRM platform) must start with a design. And that design should always align with the needs of the customer. For that reason, the first step of any CRM implementation should be a discovery session, where the implementation partner meets with client stakeholders and future users of the tool to discuss their roles, pain points and expectations for the system. The implementation team should also help the client identify and optimize their process around using the CRM: Where does a contact’s/deal’s/case’s journey begin in the system? What milestones does it hit along the way? When does the process end?

After this high-level discovery session, the partner can then design the architecture of the CRM tool, which should conform to the process outlined in the discovery and address the pain points uncovered (from all types of users and stakeholders). This process should be iterative, though, as the design must be flexible to change if it does not align with end-user expectations. After all, only once the implementation team, stakeholders and future end users agree on this design should the project proceed.

Sprinting

The build of the solution begins in the "sprinting" phase of the project. Even at this point, however, it’s critical that the implementation partner regularly solicit stakeholder and end-user feedback. Best practice involves breaking the build into discrete chunks of functionality and time, called “sprints.” Each sprint should follow this format:

  • Discovery - That’s right, another meeting. While the initial discovery session focused on overall pain points and high-level design, each sprint discovery needs to concentrate on the nitty-gritty: What fields, automations and other rules should we build in this sprint to give users the functionality they want?
  • Build - The implementation partner then constructs the elements identified in the sprint discovery meeting.
  • Test - Rigorous testing must accompany any build. The build team will always validate its work, but end users should also have the ability to test the functionality themselves if time permits.
  • Review - Finally, the implementation partner showcases the newly-built elements to the client team and solicits their feedback. This section is once again iterative — the implementation team shouldn't consider a sprint complete until the client signs off on it.

Arranging the implementation into manageable sprints like this makes for an organized, iterative and inclusive solution. It not only allows the client team to track progress and provide regular feedback but also creates an orderly progression for the build. Each completed sprint crystallizes another section of the platform, providing a stable base for the next one.

Readiness

The build itself finishes with the last sprint, but that doesn’t mean the project is ready to go live. Best practice recommends taking extra time on the following crucial steps to remove any final roadblocks to project success:

  • Testing - Yes, I know: We already tested and reviewed each sprint individually. It’s critical, however, that the comprehensive system is tested once more from end to end, to ensure that later sprints didn’t compromise the functionality of previous ones. Once again, we recommend letting end users test if time permits.
  • Data Migration - Now that the architecture of your CRM is set, the implementation or client team should import data from spreadsheets or legacy systems. A CRM is only as good as the data it holds, after all.
  • Training - Because your CRM is useless if nobody understands how to use it. Best practice involves a separate training session for each distinct user group.

Launch

At this point in the CRM implementation process, your team can finally go live. A reliable implementation partner won’t just flip the switch and leave, though. You should ask for at least a week of support time from them, or managed services, even if you have an in-house admin. Your team might encounter previously undiscovered bugs or questions best answered by those who built the system, especially just after go-live.

The CRM implementation process outlined here is frankly longer and more intricate than some clients expect, but we’ve found that it drives value where many “quick and dirty” implementations fail. So it’s important to ask potential partners about their methodology before starting any CRM project. If their process omits any of these steps, ask them why. You risk falling short of your goal for the platform if you don’t.

Interested in learning more? Check out our on-demand webinar on 8 things to know when implementing Salesforce.

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AUTHOR

Danielle Sutton