Value Proposition Lessons for Marketing Organizations
It is time to rewrite the marketing principles and rules. At the same time, it helps every Management and Marketing Managers to spend a few hours every month updating their knowledge and awareness of what is happening in the market, study the various success stories, understand the new trends and the market dynamics. One of […]
Corporate Philanthropy and Direct Marketing
What is Corporate Philanthropy? Corporate philanthropy is the act of donating money to social causes. In these times, when corporate social responsibility is the buzzword what with governments specifying the terms under law, corporate philanthropy is no longer the earlier scenario where employees pool together money with matching contribution from the organization and then they […]
Role of Attitude and Personality in Sales Management
The art of achieving the sales targets within the desired time frame through effective planning and budgeting refers to sales management. Effective sales management ensures timely generation of revenue and profitability of the organization. Sales professionals in simpler words are the face of any organization and have the responsibility of making a particular brand popular […]
Customer Expectation as Key Driver to Online Marketing Business
Internet is changing the customer’s expectations as well as behaviour. Understanding the customer behaviour pattern holds the key to successful online business for Companies. Companies have begun to realise that the product as well as marketing strategies that work for traditional sales channels do not hold good for their E Commerce business models. We now […]
Analyzing Business Markets and Business Buying Behaviour
A market consists of two parts consumer market and business market. Companies manufacture products for consumer market but business market is equally large and strong. Typical business markets consist of manufacturing plants, machinery, industrial equipments, etc. Companies need to study and analyze factors affecting business markets and business buying behaviour. In a business market, organizations […]
Irrespective of whether you are in the commercial sector or the not-for-profit sector you need to effectively manage your customers or constituents. In the matter of automation of this function there is hardly anything to match the dominance of Salesforce. The company, operating online through its website salesforce.com is pretty much the industry leader due to its simplicity of use and the configuration tools that are really simple.
Realizing the huge potential savings in time and effort of CRM implementation, more and more organizations are opting to implement Salesforce at the earliest. However, in the rush to save time through quick implementation there is a tendency to commit strategic mistakes that can hinder the successful implementation of the CRM package.
Since Salesforce has acquired close to legendary status for its simplicity of use, there are many organizations that try to just log into the website and try implementing it without paying attention to the need of planning the many elements that are required for successful implementation. Any business intending to implement a CRM package should first decide what information should reside in the system and how should it be structured besides addressing the question of who should have permission to access the information. Unless these basic issues are thought about intensively and decided it is likely that the CRM implementation may go haywire.
It is important for businesses intending to implement Salesforce to compile a document that basically describes what is needed and how the entire information fits the business requirement. The mapping process of Salesforce continuous integration should be done so that the business is able to chalk out its future growth path.
A mistake that businesses often make is to sweep all the data they encounter into the Salesforce package even if they cannot quite figure out whether they have any requirement for it. Unplanned data acquisition only bloats the package making it difficult for managers to make it more consistent and reliable. The reporting requirement should in fact be the building block for all data input. What it really means that if a report is to be generated then the package should contain all the data that is pertinent.
A good way for planning is to figure out what sort of reports the management would want and then work backwards to make sure that these reports can be generated with the data provided. Keeping this in mind is a good way of streamlining the CRM architecture and also to train end-users. Businesses also need to keep in mind the nature of the data required to ensure that they are in a position to nurture and grow relationships with customers.
Many organizations make the mistake of designing the package architecture with only the inputs of the top management and then instructing the end-users on how to use it. Many glitches are revealed at this juncture that could entail an expensive and time-consuming system redesign. To prevent this from happening businesses should take them into confidence at an early stage and ask them for the inputs on making an effective organization. Not only will businesses be able to operate more effectively but will also have inculcated a spirit of cooperation and teamwork into its employees.
Make sure that the message goes out that the CRM package is being implemented to make the lives of the end-users easier and more productive and not to feed the unseen top-management fancy reports and numbers nobody really cares about. The creation of a win-win situation for all participants will also ensure that the CRM package has the necessary support of all.
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