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How to Deliver a Strategic Rollout of Your Next CRM System
babelquest.co.uk
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Delivering a strategic rollout of a CRM system takes some careful planning and consideration.But people don't like change. Discover how to get your salespeople on board and make your CRM rollout a success. When Toblerone revealed in 2016 that it planned to alter its product’s distinctive pyramid shape into something a little slimmer, fans of the Swiss chocolate bar weren't happy. "Diet version???? #FeelCheated." "Very disappointed...terrible decision." "What's going on?" The outcry was real. What this beautifully illustrates (besides the fact that perfectly good chocolate should be left alone) is the broader truth that people don't like change. It's unfamiliar. It's different. We don't know what to expect. Slightly less chocolatey but no less disruptive, the launch of a new CRM system is no exception. "Implementing a new CRM involves persuading your entire organisation to turn their back on the tools and systems they've worked with every day and take a step into the unknown," explains Chris Grant, BabelQuest's sales services consultant. "As any sales director will tell you, getting it right is tough. It requires preparation and hard work." What steps can you take to minimise resistance and make sure your salespeople are actually using your shiny new CRM? "I’ve implemented HubSpot CRM for a wide range of organisations, large and small, in a diverse range of sectors," Chris reveals. "Here’s what I've learned along the way in case any of it helps you." Contents Why a successful CRM rollout is so important Aligning your CRM with people and process Before you start: planning your CRM implementation Where CRM rollouts typically go wrong Once you've chosen: setting up and rolling out your new CRM Test before rollout 8 expert tips for CRM rollout success Make your next CRM rollout successful Short on time? Click the button below to access your free copy of our CRM scoping framework and template. “it’s vital to understand your internal processes before you start any sort of implementation.” What the specific changes include Without getting too granular (we’ve already written an overview of the HubSpot CRM’s features), a new CRM promises a fundamental shift in the way your salespeople will organise their contacts and prioritise their work. For example, the HubSpot CRM combines a customer database with information on what each lead is doing. Using it, your salespeople will be able to see what interactions their prospects have had with your website, which emails they've opened, and even what they've downloaded. But do your salespeople know this? It’s important that you document precisely how your new CRM will differ from your existing system and how to carry out each new process or application. 2. How will the changes impact the sales team? This new approach should complement your sales team’s existing processes but it’s important to realise that the team will likely be unfamiliar with many of the applications themselves, especially if your previous CRM was dated or your processes were lacking. If it wasn’t already apparent, you should begin to see how this could have a disruptive impact on a sales team required to take new steps or engage in new processes. 3. How might they react? A sales team that doesn’t understand how to implement new processes or applications is going to become frustrated and demotivated. If your salespeople can’t do their job as well as they would like, they are going to resent the new system (and the operations director who drove its implementation). Crucially, if they don’t understand why you’ve made a change or feel like bad decisions have been made, they can feel excluded or undervalued and start losing faith in the business. This is a bad place for a sales team to be in and every step should be taken to ensure a smooth CRM adoption. Top CRM implementation tip A CRM implementation needs to be run by someone that understands the technology you're implementing as well as the organisation's people and processes.
Delivering a strategic rollout of a CRM system takes some careful planning and consideration.But people don't like change. Discover how to get your salespeople on board and make your CRM rollout a success. When Toblerone revealed in 2016 that it planned to alter its product’s distinctive pyramid shape into something a little slimmer, fans of the Swiss chocolate bar weren't happy. "Diet version???? #FeelCheated." "Very disappointed...terrible decision." "What's going on?" The outcry was real. What this beautifully illustrates (besides the fact that perfectly good chocolate should be left alone) is the broader truth that people don't like change. It's unfamiliar. It's different. We don't know what to expect. Slightly less chocolatey but no less disruptive, the launch of a new CRM system is no exception. "Implementing a new CRM involves persuading your entire organisation to turn their back on the tools and systems they've worked with every day and take a step into the unknown," explains Chris Grant, BabelQuest's sales services consultant. "As any sales director will tell you, getting it right is tough. It requires preparation and hard work." What steps can you take to minimise resistance and make sure your salespeople are actually using your shiny new CRM? "I’ve implemented HubSpot CRM for a wide range of organisations, large and small, in a diverse range of sectors," Chris reveals. "Here’s what I've learned along the way in case any of it helps you." Contents Why a successful CRM rollout is so important Aligning your CRM with people and process Before you start: planning your CRM implementation Where CRM rollouts typically go wrong Once you've chosen: setting up and rolling out your new CRM Test before rollout 8 expert tips for CRM rollout success Make your next CRM rollout successful Short on time? Click the button below to access your free copy of our CRM scoping framework and template. “what the specific changes include” What the specific changes include Without getting too granular (we’ve already written an overview of the HubSpot CRM’s features), a new CRM promises a fundamental shift in the way your salespeople will organise their contacts and prioritise their work. For example, the HubSpot CRM combines a customer database with information on what each lead is doing. Using it, your salespeople will be able to see what interactions their prospects have had with your website, which emails they've opened, and even what they've downloaded. But do your salespeople know this? It’s important that you document precisely how your new CRM will differ from your existing system and how to carry out each new process or application. 2. How will the changes impact the sales team? This new approach should complement your sales team’s existing processes but it’s important to realise that the team will likely be unfamiliar with many of the applications themselves, especially if your previous CRM was dated or your processes were lacking. If it wasn’t already apparent, you should begin to see how this could have a disruptive impact on a sales team required to take new steps or engage in new processes. 3. How might they react? A sales team that doesn’t understand how to implement new processes or applications is going to become frustrated and demotivated. If your salespeople can’t do their job as well as they would like, they are going to resent the new system (and the operations director who drove its implementation). Crucially, if they don’t understand why you’ve made a change or feel like bad decisions have been made, they can feel excluded or undervalued and start losing faith in the business. This is a bad place for a sales team to be in and every step should be taken to ensure a smooth CRM adoption. Top CRM implementation tip A CRM implementation needs to be run by someone that understands the technology you're implementing as well as the organisation's people and processes.
Delivering a strategic rollout of a CRM system takes some careful planning and consideration.But people don't like change. Discover how to get your salespeople on board and make your CRM rollout a success. When Toblerone revealed in 2016 that it planned to alter its product’s distinctive pyramid shape into something a little slimmer, fans of the Swiss chocolate bar weren't happy. "Diet version???? #FeelCheated." "Very disappointed...terrible decision." "What's going on?" The outcry was real. What this beautifully illustrates (besides the fact that perfectly good chocolate should be left alone) is the broader truth that people don't like change. It's unfamiliar. It's different. We don't know what to expect. Slightly less chocolatey but no less disruptive, the launch of a new CRM system is no exception. "Implementing a new CRM involves persuading your entire organisation to turn their back on the tools and systems they've worked with every day and take a step into the unknown," explains Chris Grant, BabelQuest's sales services consultant. "As any sales director will tell you, getting it right is tough. It requires preparation and hard work." What steps can you take to minimise resistance and make sure your salespeople are actually using your shiny new CRM? "I’ve implemented HubSpot CRM for a wide range of organisations, large and small, in a diverse range of sectors," Chris reveals. "Here’s what I've learned along the way in case any of it helps you." Contents Why a successful CRM rollout is so important Aligning your CRM with people and process Before you start: planning your CRM implementation Where CRM rollouts typically go wrong Once you've chosen: setting up and rolling out your new CRM Test before rollout 8 expert tips for CRM rollout success Make your next CRM rollout successful Short on time? Click the button below to access your free copy of our CRM scoping framework and template. “how they will impact your salespeople” What the specific changes include Without getting too granular (we’ve already written an overview of the HubSpot CRM’s features), a new CRM promises a fundamental shift in the way your salespeople will organise their contacts and prioritise their work. For example, the HubSpot CRM combines a customer database with information on what each lead is doing. Using it, your salespeople will be able to see what interactions their prospects have had with your website, which emails they've opened, and even what they've downloaded. But do your salespeople know this? It’s important that you document precisely how your new CRM will differ from your existing system and how to carry out each new process or application. 2. How will the changes impact the sales team? This new approach should complement your sales team’s existing processes but it’s important to realise that the team will likely be unfamiliar with many of the applications themselves, especially if your previous CRM was dated or your processes were lacking. If it wasn’t already apparent, you should begin to see how this could have a disruptive impact on a sales team required to take new steps or engage in new processes. 3. How might they react? A sales team that doesn’t understand how to implement new processes or applications is going to become frustrated and demotivated. If your salespeople can’t do their job as well as they would like, they are going to resent the new system (and the operations director who drove its implementation). Crucially, if they don’t understand why you’ve made a change or feel like bad decisions have been made, they can feel excluded or undervalued and start losing faith in the business. This is a bad place for a sales team to be in and every step should be taken to ensure a smooth CRM adoption. Top CRM implementation tip A CRM implementation needs to be run by someone that understands the technology you're implementing as well as the organisation's people and processes.
Delivering a strategic rollout of a CRM system takes some careful planning and consideration.But people don't like change. Discover how to get your salespeople on board and make your CRM rollout a success. When Toblerone revealed in 2016 that it planned to alter its product’s distinctive pyramid shape into something a little slimmer, fans of the Swiss chocolate bar weren't happy. "Diet version???? #FeelCheated." "Very disappointed...terrible decision." "What's going on?" The outcry was real. What this beautifully illustrates (besides the fact that perfectly good chocolate should be left alone) is the broader truth that people don't like change. It's unfamiliar. It's different. We don't know what to expect. Slightly less chocolatey but no less disruptive, the launch of a new CRM system is no exception. "Implementing a new CRM involves persuading your entire organisation to turn their back on the tools and systems they've worked with every day and take a step into the unknown," explains Chris Grant, BabelQuest's sales services consultant. "As any sales director will tell you, getting it right is tough. It requires preparation and hard work." What steps can you take to minimise resistance and make sure your salespeople are actually using your shiny new CRM? "I’ve implemented HubSpot CRM for a wide range of organisations, large and small, in a diverse range of sectors," Chris reveals. "Here’s what I've learned along the way in case any of it helps you." Contents Why a successful CRM rollout is so important Aligning your CRM with people and process Before you start: planning your CRM implementation Where CRM rollouts typically go wrong Once you've chosen: setting up and rolling out your new CRM Test before rollout 8 expert tips for CRM rollout success Make your next CRM rollout successful Short on time? Click the button below to access your free copy of our CRM scoping framework and template. “how your salespeople might react (understanding the reasons why they might resist the changes)” What the specific changes include Without getting too granular (we’ve already written an overview of the HubSpot CRM’s features), a new CRM promises a fundamental shift in the way your salespeople will organise their contacts and prioritise their work. For example, the HubSpot CRM combines a customer database with information on what each lead is doing. Using it, your salespeople will be able to see what interactions their prospects have had with your website, which emails they've opened, and even what they've downloaded. But do your salespeople know this? It’s important that you document precisely how your new CRM will differ from your existing system and how to carry out each new process or application. 2. How will the changes impact the sales team? This new approach should complement your sales team’s existing processes but it’s important to realise that the team will likely be unfamiliar with many of the applications themselves, especially if your previous CRM was dated or your processes were lacking. If it wasn’t already apparent, you should begin to see how this could have a disruptive impact on a sales team required to take new steps or engage in new processes. 3. How might they react? A sales team that doesn’t understand how to implement new processes or applications is going to become frustrated and demotivated. If your salespeople can’t do their job as well as they would like, they are going to resent the new system (and the operations director who drove its implementation). Crucially, if they don’t understand why you’ve made a change or feel like bad decisions have been made, they can feel excluded or undervalued and start losing faith in the business. This is a bad place for a sales team to be in and every step should be taken to ensure a smooth CRM adoption. Top CRM implementation tip A CRM implementation needs to be run by someone that understands the technology you're implementing as well as the organisation's people and processes.
Why a successful CRM rollout is so important If your number-one business goal is finding and keeping customers then your CRM is your most important tool. It isn't just for your salespeople — this is as true for your marketing and service teams as it is for anyone else in a customer-facing role. Why is this? "Business growth is driven by data-driven decisions and your CRM can provide you with all the data you need to make those decisions," Chris explains. "But don’t be fooled into thinking your CRM will take care of itself. No matter how good the system is, it will only work if your team uses it properly. This is why a successful rollout across your organisation is so important." Aligning your CRM with people and process No matter how good your new CRM is, you're still asking your users to change the way they work. If your teams don't have defined processes to follow in your new CRM, they won’t use it, so it’s vital to understand your internal processes before you start any sort of implementation. "For all its capabilities, a new CRM is only part of the puzzle," Chris explains. "Modern CRMs like HubSpot are incredibly powerful and easy to use but they're not a Golden Bullet. Getting the most out of your CRM means aligning it with your people and your processes to unlock its full value." Prior to making changes that stand to affect your team, it’s important to consider what the specific changes include how they will impact your salespeople how your salespeople might react (understanding the reasons why they might resist the changes) If you’re able to answer these questions in advance of implementing the new CRM, you’re going to make it much easier to create a plan of action for a smooth adoption of the changes. 1. “a new CRM promises a fundamental shift in the way your salespeople will organise their contacts and prioritise their work.” If you put an IT manager in charge, the system will probably be too complex and adoption will be a problem. If you put a director with no technology experience in charge, the system will probably not work properly. Before you start: planning your CRM implementation Depending on your organisation's data requirements, an out-of-the-box CRM probably won’t cut it. Any CRM you choose will likely need a degree of configuration if you want your team to adopt it. Going through a scoping exercise will help you understand what people need, what they don’t like, and what else you need to consider. It also means that when you start talking to suppliers you know exactly what you need, rather than being wooed by shiny features you’ll never use. One of our co-founders and head of revenue, Eric Murphy, has been helping business owners and operations directors implement successful rollouts for over 10 years now. When I asked him how to plan for a smooth CRM adoption, he gave this advice: 1. Build out the CRM to fit your processes, not the other way around This will instantly be more familiar to the people learning to use it. The moment you start changing processes, you’re going to unsettle the status quo. That’s not what you’re trying to do right now. The CRM should complement the way the sales team is operating, not unsettle it. Include the sales team in the decision-making process, so they are involved much earlier on and actually have a hand in shaping the system they're going to be using. 2. Create a process guide to rollout with the CRM The process guide should clearly outline how to carry out each part of the sales process. Think of it as a manual or reference document to accompany the new CRM. Break down each step logically and present the information in a way that is accessible and clear to understand. Distribute it before launch so everyone is familiar with it and book one-to-one time with each salesperson to talk through it. 3.
Delivering a strategic rollout of a CRM system takes some careful planning and consideration.But people don't like change. Discover how to get your salespeople on board and make your CRM rollout a success. When Toblerone revealed in 2016 that it planned to alter its product’s distinctive pyramid shape into something a little slimmer, fans of the Swiss chocolate bar weren't happy. "Diet version???? #FeelCheated." "Very disappointed...terrible decision." "What's going on?" The outcry was real. What this beautifully illustrates (besides the fact that perfectly good chocolate should be left alone) is the broader truth that people don't like change. It's unfamiliar. It's different. We don't know what to expect. Slightly less chocolatey but no less disruptive, the launch of a new CRM system is no exception. "Implementing a new CRM involves persuading your entire organisation to turn their back on the tools and systems they've worked with every day and take a step into the unknown," explains Chris Grant, BabelQuest's sales services consultant. "As any sales director will tell you, getting it right is tough. It requires preparation and hard work." What steps can you take to minimise resistance and make sure your salespeople are actually using your shiny new CRM? "I’ve implemented HubSpot CRM for a wide range of organisations, large and small, in a diverse range of sectors," Chris reveals. "Here’s what I've learned along the way in case any of it helps you." Contents Why a successful CRM rollout is so important Aligning your CRM with people and process Before you start: planning your CRM implementation Where CRM rollouts typically go wrong Once you've chosen: setting up and rolling out your new CRM Test before rollout 8 expert tips for CRM rollout success Make your next CRM rollout successful Short on time? Click the button below to access your free copy of our CRM scoping framework and template. “Getting the most out of your CRM means aligning it with your people and your processes to unlock its full value.” What the specific changes include Without getting too granular (we’ve already written an overview of the HubSpot CRM’s features), a new CRM promises a fundamental shift in the way your salespeople will organise their contacts and prioritise their work. For example, the HubSpot CRM combines a customer database with information on what each lead is doing. Using it, your salespeople will be able to see what interactions their prospects have had with your website, which emails they've opened, and even what they've downloaded. But do your salespeople know this? It’s important that you document precisely how your new CRM will differ from your existing system and how to carry out each new process or application. 2. How will the changes impact the sales team? This new approach should complement your sales team’s existing processes but it’s important to realise that the team will likely be unfamiliar with many of the applications themselves, especially if your previous CRM was dated or your processes were lacking. If it wasn’t already apparent, you should begin to see how this could have a disruptive impact on a sales team required to take new steps or engage in new processes. 3. How might they react? A sales team that doesn’t understand how to implement new processes or applications is going to become frustrated and demotivated. If your salespeople can’t do their job as well as they would like, they are going to resent the new system (and the operations director who drove its implementation). Crucially, if they don’t understand why you’ve made a change or feel like bad decisions have been made, they can feel excluded or undervalued and start losing faith in the business. This is a bad place for a sales team to be in and every step should be taken to ensure a smooth CRM adoption. Top CRM implementation tip A CRM implementation needs to be run by someone that understands the technology you're implementing as well as the organisation's people and processes.
Delivering a strategic rollout of a CRM system takes some careful planning and consideration.But people don't like change. Discover how to get your salespeople on board and make your CRM rollout a success. When Toblerone revealed in 2016 that it planned to alter its product’s distinctive pyramid shape into something a little slimmer, fans of the Swiss chocolate bar weren't happy. "Diet version???? #FeelCheated." "Very disappointed...terrible decision." "What's going on?" The outcry was real. What this beautifully illustrates (besides the fact that perfectly good chocolate should be left alone) is the broader truth that people don't like change. It's unfamiliar. It's different. We don't know what to expect. Slightly less chocolatey but no less disruptive, the launch of a new CRM system is no exception. "Implementing a new CRM involves persuading your entire organisation to turn their back on the tools and systems they've worked with every day and take a step into the unknown," explains Chris Grant, BabelQuest's sales services consultant. "As any sales director will tell you, getting it right is tough. It requires preparation and hard work." What steps can you take to minimise resistance and make sure your salespeople are actually using your shiny new CRM? "I’ve implemented HubSpot CRM for a wide range of organisations, large and small, in a diverse range of sectors," Chris reveals. "Here’s what I've learned along the way in case any of it helps you." Contents Why a successful CRM rollout is so important Aligning your CRM with people and process Before you start: planning your CRM implementation Where CRM rollouts typically go wrong Once you've chosen: setting up and rolling out your new CRM Test before rollout 8 expert tips for CRM rollout success Make your next CRM rollout successful Short on time? Click the button below to access your free copy of our CRM scoping framework and template. “If your teams don't have defined processes to follow in your new CRM, they won’t use it,” What the specific changes include Without getting too granular (we’ve already written an overview of the HubSpot CRM’s features), a new CRM promises a fundamental shift in the way your salespeople will organise their contacts and prioritise their work. For example, the HubSpot CRM combines a customer database with information on what each lead is doing. Using it, your salespeople will be able to see what interactions their prospects have had with your website, which emails they've opened, and even what they've downloaded. But do your salespeople know this? It’s important that you document precisely how your new CRM will differ from your existing system and how to carry out each new process or application. 2. How will the changes impact the sales team? This new approach should complement your sales team’s existing processes but it’s important to realise that the team will likely be unfamiliar with many of the applications themselves, especially if your previous CRM was dated or your processes were lacking. If it wasn’t already apparent, you should begin to see how this could have a disruptive impact on a sales team required to take new steps or engage in new processes. 3. How might they react? A sales team that doesn’t understand how to implement new processes or applications is going to become frustrated and demotivated. If your salespeople can’t do their job as well as they would like, they are going to resent the new system (and the operations director who drove its implementation). Crucially, if they don’t understand why you’ve made a change or feel like bad decisions have been made, they can feel excluded or undervalued and start losing faith in the business. This is a bad place for a sales team to be in and every step should be taken to ensure a smooth CRM adoption. Top CRM implementation tip A CRM implementation needs to be run by someone that understands the technology you're implementing as well as the organisation's people and processes.
Why a successful CRM rollout is so important If your number-one business goal is finding and keeping customers then your CRM is your most important tool. It isn't just for your salespeople — this is as true for your marketing and service teams as it is for anyone else in a customer-facing role. Why is this? "Business growth is driven by data-driven decisions and your CRM can provide you with all the data you need to make those decisions," Chris explains. "But don’t be fooled into thinking your CRM will take care of itself. No matter how good the system is, it will only work if your team uses it properly. This is why a successful rollout across your organisation is so important." Aligning your CRM with people and process No matter how good your new CRM is, you're still asking your users to change the way they work. If your teams don't have defined processes to follow in your new CRM, they won’t use it, so it’s vital to understand your internal processes before you start any sort of implementation. "For all its capabilities, a new CRM is only part of the puzzle," Chris explains. "Modern CRMs like HubSpot are incredibly powerful and easy to use but they're not a Golden Bullet. Getting the most out of your CRM means aligning it with your people and your processes to unlock its full value." Prior to making changes that stand to affect your team, it’s important to consider what the specific changes include how they will impact your salespeople how your salespeople might react (understanding the reasons why they might resist the changes) If you’re able to answer these questions in advance of implementing the new CRM, you’re going to make it much easier to create a plan of action for a smooth adoption of the changes. 1. “A CRM implementation needs to be run by someone that understands the technology you're implementing as well as the organisation's people and processes.” If you put an IT manager in charge, the system will probably be too complex and adoption will be a problem. If you put a director with no technology experience in charge, the system will probably not work properly. Before you start: planning your CRM implementation Depending on your organisation's data requirements, an out-of-the-box CRM probably won’t cut it. Any CRM you choose will likely need a degree of configuration if you want your team to adopt it. Going through a scoping exercise will help you understand what people need, what they don’t like, and what else you need to consider. It also means that when you start talking to suppliers you know exactly what you need, rather than being wooed by shiny features you’ll never use. One of our co-founders and head of revenue, Eric Murphy, has been helping business owners and operations directors implement successful rollouts for over 10 years now. When I asked him how to plan for a smooth CRM adoption, he gave this advice: 1. Build out the CRM to fit your processes, not the other way around This will instantly be more familiar to the people learning to use it. The moment you start changing processes, you’re going to unsettle the status quo. That’s not what you’re trying to do right now. The CRM should complement the way the sales team is operating, not unsettle it. Include the sales team in the decision-making process, so they are involved much earlier on and actually have a hand in shaping the system they're going to be using. 2. Create a process guide to rollout with the CRM The process guide should clearly outline how to carry out each part of the sales process. Think of it as a manual or reference document to accompany the new CRM. Break down each step logically and present the information in a way that is accessible and clear to understand. Distribute it before launch so everyone is familiar with it and book one-to-one time with each salesperson to talk through it. 3.
Why a successful CRM rollout is so important If your number-one business goal is finding and keeping customers then your CRM is your most important tool. It isn't just for your salespeople — this is as true for your marketing and service teams as it is for anyone else in a customer-facing role. Why is this? "Business growth is driven by data-driven decisions and your CRM can provide you with all the data you need to make those decisions," Chris explains. "But don’t be fooled into thinking your CRM will take care of itself. No matter how good the system is, it will only work if your team uses it properly. This is why a successful rollout across your organisation is so important." Aligning your CRM with people and process No matter how good your new CRM is, you're still asking your users to change the way they work. If your teams don't have defined processes to follow in your new CRM, they won’t use it, so it’s vital to understand your internal processes before you start any sort of implementation. "For all its capabilities, a new CRM is only part of the puzzle," Chris explains. "Modern CRMs like HubSpot are incredibly powerful and easy to use but they're not a Golden Bullet. Getting the most out of your CRM means aligning it with your people and your processes to unlock its full value." Prior to making changes that stand to affect your team, it’s important to consider what the specific changes include how they will impact your salespeople how your salespeople might react (understanding the reasons why they might resist the changes) If you’re able to answer these questions in advance of implementing the new CRM, you’re going to make it much easier to create a plan of action for a smooth adoption of the changes. 1. “It’s important that you document precisely how your new CRM will differ from your existing system and how to carry out each new process or application.” If you put an IT manager in charge, the system will probably be too complex and adoption will be a problem. If you put a director with no technology experience in charge, the system will probably not work properly. Before you start: planning your CRM implementation Depending on your organisation's data requirements, an out-of-the-box CRM probably won’t cut it. Any CRM you choose will likely need a degree of configuration if you want your team to adopt it. Going through a scoping exercise will help you understand what people need, what they don’t like, and what else you need to consider. It also means that when you start talking to suppliers you know exactly what you need, rather than being wooed by shiny features you’ll never use. One of our co-founders and head of revenue, Eric Murphy, has been helping business owners and operations directors implement successful rollouts for over 10 years now. When I asked him how to plan for a smooth CRM adoption, he gave this advice: 1. Build out the CRM to fit your processes, not the other way around This will instantly be more familiar to the people learning to use it. The moment you start changing processes, you’re going to unsettle the status quo. That’s not what you’re trying to do right now. The CRM should complement the way the sales team is operating, not unsettle it. Include the sales team in the decision-making process, so they are involved much earlier on and actually have a hand in shaping the system they're going to be using. 2. Create a process guide to rollout with the CRM The process guide should clearly outline how to carry out each part of the sales process. Think of it as a manual or reference document to accompany the new CRM. Break down each step logically and present the information in a way that is accessible and clear to understand. Distribute it before launch so everyone is familiar with it and book one-to-one time with each salesperson to talk through it. 3.
Why a successful CRM rollout is so important If your number-one business goal is finding and keeping customers then your CRM is your most important tool. It isn't just for your salespeople — this is as true for your marketing and service teams as it is for anyone else in a customer-facing role. Why is this? "Business growth is driven by data-driven decisions and your CRM can provide you with all the data you need to make those decisions," Chris explains. "But don’t be fooled into thinking your CRM will take care of itself. No matter how good the system is, it will only work if your team uses it properly. This is why a successful rollout across your organisation is so important." Aligning your CRM with people and process No matter how good your new CRM is, you're still asking your users to change the way they work. If your teams don't have defined processes to follow in your new CRM, they won’t use it, so it’s vital to understand your internal processes before you start any sort of implementation. "For all its capabilities, a new CRM is only part of the puzzle," Chris explains. "Modern CRMs like HubSpot are incredibly powerful and easy to use but they're not a Golden Bullet. Getting the most out of your CRM means aligning it with your people and your processes to unlock its full value." Prior to making changes that stand to affect your team, it’s important to consider what the specific changes include how they will impact your salespeople how your salespeople might react (understanding the reasons why they might resist the changes) If you’re able to answer these questions in advance of implementing the new CRM, you’re going to make it much easier to create a plan of action for a smooth adoption of the changes. 1. “This new approach should complement your sales team’s existing processes” If you put an IT manager in charge, the system will probably be too complex and adoption will be a problem. If you put a director with no technology experience in charge, the system will probably not work properly. Before you start: planning your CRM implementation Depending on your organisation's data requirements, an out-of-the-box CRM probably won’t cut it. Any CRM you choose will likely need a degree of configuration if you want your team to adopt it. Going through a scoping exercise will help you understand what people need, what they don’t like, and what else you need to consider. It also means that when you start talking to suppliers you know exactly what you need, rather than being wooed by shiny features you’ll never use. One of our co-founders and head of revenue, Eric Murphy, has been helping business owners and operations directors implement successful rollouts for over 10 years now. When I asked him how to plan for a smooth CRM adoption, he gave this advice: 1. Build out the CRM to fit your processes, not the other way around This will instantly be more familiar to the people learning to use it. The moment you start changing processes, you’re going to unsettle the status quo. That’s not what you’re trying to do right now. The CRM should complement the way the sales team is operating, not unsettle it. Include the sales team in the decision-making process, so they are involved much earlier on and actually have a hand in shaping the system they're going to be using. 2. Create a process guide to rollout with the CRM The process guide should clearly outline how to carry out each part of the sales process. Think of it as a manual or reference document to accompany the new CRM. Break down each step logically and present the information in a way that is accessible and clear to understand. Distribute it before launch so everyone is familiar with it and book one-to-one time with each salesperson to talk through it. 3.
Why a successful CRM rollout is so important If your number-one business goal is finding and keeping customers then your CRM is your most important tool. It isn't just for your salespeople — this is as true for your marketing and service teams as it is for anyone else in a customer-facing role. Why is this? "Business growth is driven by data-driven decisions and your CRM can provide you with all the data you need to make those decisions," Chris explains. "But don’t be fooled into thinking your CRM will take care of itself. No matter how good the system is, it will only work if your team uses it properly. This is why a successful rollout across your organisation is so important." Aligning your CRM with people and process No matter how good your new CRM is, you're still asking your users to change the way they work. If your teams don't have defined processes to follow in your new CRM, they won’t use it, so it’s vital to understand your internal processes before you start any sort of implementation. "For all its capabilities, a new CRM is only part of the puzzle," Chris explains. "Modern CRMs like HubSpot are incredibly powerful and easy to use but they're not a Golden Bullet. Getting the most out of your CRM means aligning it with your people and your processes to unlock its full value." Prior to making changes that stand to affect your team, it’s important to consider what the specific changes include how they will impact your salespeople how your salespeople might react (understanding the reasons why they might resist the changes) If you’re able to answer these questions in advance of implementing the new CRM, you’re going to make it much easier to create a plan of action for a smooth adoption of the changes. 1. “the team will likely be unfamiliar with many of the applications themselves, especially if your previous CRM was dated or your processes were lacking.” If you put an IT manager in charge, the system will probably be too complex and adoption will be a problem. If you put a director with no technology experience in charge, the system will probably not work properly. Before you start: planning your CRM implementation Depending on your organisation's data requirements, an out-of-the-box CRM probably won’t cut it. Any CRM you choose will likely need a degree of configuration if you want your team to adopt it. Going through a scoping exercise will help you understand what people need, what they don’t like, and what else you need to consider. It also means that when you start talking to suppliers you know exactly what you need, rather than being wooed by shiny features you’ll never use. One of our co-founders and head of revenue, Eric Murphy, has been helping business owners and operations directors implement successful rollouts for over 10 years now. When I asked him how to plan for a smooth CRM adoption, he gave this advice: 1. Build out the CRM to fit your processes, not the other way around This will instantly be more familiar to the people learning to use it. The moment you start changing processes, you’re going to unsettle the status quo. That’s not what you’re trying to do right now. The CRM should complement the way the sales team is operating, not unsettle it. Include the sales team in the decision-making process, so they are involved much earlier on and actually have a hand in shaping the system they're going to be using. 2. Create a process guide to rollout with the CRM The process guide should clearly outline how to carry out each part of the sales process. Think of it as a manual or reference document to accompany the new CRM. Break down each step logically and present the information in a way that is accessible and clear to understand. Distribute it before launch so everyone is familiar with it and book one-to-one time with each salesperson to talk through it. 3.
Why a successful CRM rollout is so important If your number-one business goal is finding and keeping customers then your CRM is your most important tool. It isn't just for your salespeople — this is as true for your marketing and service teams as it is for anyone else in a customer-facing role. Why is this? "Business growth is driven by data-driven decisions and your CRM can provide you with all the data you need to make those decisions," Chris explains. "But don’t be fooled into thinking your CRM will take care of itself. No matter how good the system is, it will only work if your team uses it properly. This is why a successful rollout across your organisation is so important." Aligning your CRM with people and process No matter how good your new CRM is, you're still asking your users to change the way they work. If your teams don't have defined processes to follow in your new CRM, they won’t use it, so it’s vital to understand your internal processes before you start any sort of implementation. "For all its capabilities, a new CRM is only part of the puzzle," Chris explains. "Modern CRMs like HubSpot are incredibly powerful and easy to use but they're not a Golden Bullet. Getting the most out of your CRM means aligning it with your people and your processes to unlock its full value." Prior to making changes that stand to affect your team, it’s important to consider what the specific changes include how they will impact your salespeople how your salespeople might react (understanding the reasons why they might resist the changes) If you’re able to answer these questions in advance of implementing the new CRM, you’re going to make it much easier to create a plan of action for a smooth adoption of the changes. 1. “A sales team that doesn’t understand how to implement new processes or applications is going to become frustrated and demotivated.” If you put an IT manager in charge, the system will probably be too complex and adoption will be a problem. If you put a director with no technology experience in charge, the system will probably not work properly. Before you start: planning your CRM implementation Depending on your organisation's data requirements, an out-of-the-box CRM probably won’t cut it. Any CRM you choose will likely need a degree of configuration if you want your team to adopt it. Going through a scoping exercise will help you understand what people need, what they don’t like, and what else you need to consider. It also means that when you start talking to suppliers you know exactly what you need, rather than being wooed by shiny features you’ll never use. One of our co-founders and head of revenue, Eric Murphy, has been helping business owners and operations directors implement successful rollouts for over 10 years now. When I asked him how to plan for a smooth CRM adoption, he gave this advice: 1. Build out the CRM to fit your processes, not the other way around This will instantly be more familiar to the people learning to use it. The moment you start changing processes, you’re going to unsettle the status quo. That’s not what you’re trying to do right now. The CRM should complement the way the sales team is operating, not unsettle it. Include the sales team in the decision-making process, so they are involved much earlier on and actually have a hand in shaping the system they're going to be using. 2. Create a process guide to rollout with the CRM The process guide should clearly outline how to carry out each part of the sales process. Think of it as a manual or reference document to accompany the new CRM. Break down each step logically and present the information in a way that is accessible and clear to understand. Distribute it before launch so everyone is familiar with it and book one-to-one time with each salesperson to talk through it. 3.
Why a successful CRM rollout is so important If your number-one business goal is finding and keeping customers then your CRM is your most important tool. It isn't just for your salespeople — this is as true for your marketing and service teams as it is for anyone else in a customer-facing role. Why is this? "Business growth is driven by data-driven decisions and your CRM can provide you with all the data you need to make those decisions," Chris explains. "But don’t be fooled into thinking your CRM will take care of itself. No matter how good the system is, it will only work if your team uses it properly. This is why a successful rollout across your organisation is so important." Aligning your CRM with people and process No matter how good your new CRM is, you're still asking your users to change the way they work. If your teams don't have defined processes to follow in your new CRM, they won’t use it, so it’s vital to understand your internal processes before you start any sort of implementation. "For all its capabilities, a new CRM is only part of the puzzle," Chris explains. "Modern CRMs like HubSpot are incredibly powerful and easy to use but they're not a Golden Bullet. Getting the most out of your CRM means aligning it with your people and your processes to unlock its full value." Prior to making changes that stand to affect your team, it’s important to consider what the specific changes include how they will impact your salespeople how your salespeople might react (understanding the reasons why they might resist the changes) If you’re able to answer these questions in advance of implementing the new CRM, you’re going to make it much easier to create a plan of action for a smooth adoption of the changes. 1. “Crucially, if they don’t understand why you’ve made a change or feel like bad decisions have been made, they can feel excluded or undervalued and start losing faith in the business.” If you put an IT manager in charge, the system will probably be too complex and adoption will be a problem. If you put a director with no technology experience in charge, the system will probably not work properly. Before you start: planning your CRM implementation Depending on your organisation's data requirements, an out-of-the-box CRM probably won’t cut it. Any CRM you choose will likely need a degree of configuration if you want your team to adopt it. Going through a scoping exercise will help you understand what people need, what they don’t like, and what else you need to consider. It also means that when you start talking to suppliers you know exactly what you need, rather than being wooed by shiny features you’ll never use. One of our co-founders and head of revenue, Eric Murphy, has been helping business owners and operations directors implement successful rollouts for over 10 years now. When I asked him how to plan for a smooth CRM adoption, he gave this advice: 1. Build out the CRM to fit your processes, not the other way around This will instantly be more familiar to the people learning to use it. The moment you start changing processes, you’re going to unsettle the status quo. That’s not what you’re trying to do right now. The CRM should complement the way the sales team is operating, not unsettle it. Include the sales team in the decision-making process, so they are involved much earlier on and actually have a hand in shaping the system they're going to be using. 2. Create a process guide to rollout with the CRM The process guide should clearly outline how to carry out each part of the sales process. Think of it as a manual or reference document to accompany the new CRM. Break down each step logically and present the information in a way that is accessible and clear to understand. Distribute it before launch so everyone is familiar with it and book one-to-one time with each salesperson to talk through it. 3.
“Delivering a strategic rollout of a CRM system takes some careful planning and consideration.” Why a successful CRM rollout is so important If your number-one business goal is finding and keeping customers then your CRM is your most important tool. It isn't just for your salespeople — this is as true for your marketing and service teams as it is for anyone else in a customer-facing role. Why is this? "Business growth is driven by data-driven decisions and your CRM can provide you with all the data you need to make those decisions," Chris explains. "But don’t be fooled into thinking your CRM will take care of itself. No matter how good the system is, it will only work if your team uses it properly. This is why a successful rollout across your organisation is so important." Aligning your CRM with people and process No matter how good your new CRM is, you're still asking your users to change the way they work. If your teams don't have defined processes to follow in your new CRM, they won’t use it, so it’s vital to understand your internal processes before you start any sort of implementation. "For all its capabilities, a new CRM is only part of the puzzle," Chris explains. "Modern CRMs like HubSpot are incredibly powerful and easy to use but they're not a Golden Bullet. Getting the most out of your CRM means aligning it with your people and your processes to unlock its full value." Prior to making changes that stand to affect your team, it’s important to consider what the specific changes include how they will impact your salespeople how your salespeople might react (understanding the reasons why they might resist the changes) If you’re able to answer these questions in advance of implementing the new CRM, you’re going to make it much easier to create a plan of action for a smooth adoption of the changes. 1.
Delivering a strategic rollout of a CRM system takes some careful planning and consideration.But people don't like change. Discover how to get your salespeople on board and make your CRM rollout a success. When Toblerone revealed in 2016 that it planned to alter its product’s distinctive pyramid shape into something a little slimmer, fans of the Swiss chocolate bar weren't happy. "Diet version???? #FeelCheated." "Very disappointed...terrible decision." "What's going on?" The outcry was real. What this beautifully illustrates (besides the fact that perfectly good chocolate should be left alone) is the broader truth that people don't like change. It's unfamiliar. It's different. We don't know what to expect. Slightly less chocolatey but no less disruptive, the launch of a new CRM system is no exception. "Implementing a new CRM involves persuading your entire organisation to turn their back on the tools and systems they've worked with every day and take a step into the unknown," explains Chris Grant, BabelQuest's sales services consultant. "As any sales director will tell you, getting it right is tough. It requires preparation and hard work." What steps can you take to minimise resistance and make sure your salespeople are actually using your shiny new CRM? "I’ve implemented HubSpot CRM for a wide range of organisations, large and small, in a diverse range of sectors," Chris reveals. "Here’s what I've learned along the way in case any of it helps you." Contents Why a successful CRM rollout is so important Aligning your CRM with people and process Before you start: planning your CRM implementation Where CRM rollouts typically go wrong Once you've chosen: setting up and rolling out your new CRM Test before rollout 8 expert tips for CRM rollout success Make your next CRM rollout successful Short on time? Click the button below to access your free copy of our CRM scoping framework and template. “If you’re able to answer these questions in advance of implementing the new CRM, you’re going to make it much easier to create a plan of action for a smooth adoption of the changes.” What the specific changes include Without getting too granular (we’ve already written an overview of the HubSpot CRM’s features), a new CRM promises a fundamental shift in the way your salespeople will organise their contacts and prioritise their work. For example, the HubSpot CRM combines a customer database with information on what each lead is doing. Using it, your salespeople will be able to see what interactions their prospects have had with your website, which emails they've opened, and even what they've downloaded. But do your salespeople know this? It’s important that you document precisely how your new CRM will differ from your existing system and how to carry out each new process or application. 2. How will the changes impact the sales team? This new approach should complement your sales team’s existing processes but it’s important to realise that the team will likely be unfamiliar with many of the applications themselves, especially if your previous CRM was dated or your processes were lacking. If it wasn’t already apparent, you should begin to see how this could have a disruptive impact on a sales team required to take new steps or engage in new processes. 3. How might they react? A sales team that doesn’t understand how to implement new processes or applications is going to become frustrated and demotivated. If your salespeople can’t do their job as well as they would like, they are going to resent the new system (and the operations director who drove its implementation). Crucially, if they don’t understand why you’ve made a change or feel like bad decisions have been made, they can feel excluded or undervalued and start losing faith in the business. This is a bad place for a sales team to be in and every step should be taken to ensure a smooth CRM adoption. Top CRM implementation tip A CRM implementation needs to be run by someone that understands the technology you're implementing as well as the organisation's people and processes.
Delivering a strategic rollout of a CRM system takes some careful planning and consideration.But people don't like change. Discover how to get your salespeople on board and make your CRM rollout a success. When Toblerone revealed in 2016 that it planned to alter its product’s distinctive pyramid shape into something a little slimmer, fans of the Swiss chocolate bar weren't happy. "Diet version???? #FeelCheated." "Very disappointed...terrible decision." "What's going on?" The outcry was real. What this beautifully illustrates (besides the fact that perfectly good chocolate should be left alone) is the broader truth that people don't like change. It's unfamiliar. It's different. We don't know what to expect. Slightly less chocolatey but no less disruptive, the launch of a new CRM system is no exception. "Implementing a new CRM involves persuading your entire organisation to turn their back on the tools and systems they've worked with every day and take a step into the unknown," explains Chris Grant, BabelQuest's sales services consultant. "As any sales director will tell you, getting it right is tough. It requires preparation and hard work." What steps can you take to minimise resistance and make sure your salespeople are actually using your shiny new CRM? "I’ve implemented HubSpot CRM for a wide range of organisations, large and small, in a diverse range of sectors," Chris reveals. "Here’s what I've learned along the way in case any of it helps you." Contents Why a successful CRM rollout is so important Aligning your CRM with people and process Before you start: planning your CRM implementation Where CRM rollouts typically go wrong Once you've chosen: setting up and rolling out your new CRM Test before rollout 8 expert tips for CRM rollout success Make your next CRM rollout successful Short on time? Click the button below to access your free copy of our CRM scoping framework and template. “No matter how good the system is, it will only work if your team uses it properly.” What the specific changes include Without getting too granular (we’ve already written an overview of the HubSpot CRM’s features), a new CRM promises a fundamental shift in the way your salespeople will organise their contacts and prioritise their work. For example, the HubSpot CRM combines a customer database with information on what each lead is doing. Using it, your salespeople will be able to see what interactions their prospects have had with your website, which emails they've opened, and even what they've downloaded. But do your salespeople know this? It’s important that you document precisely how your new CRM will differ from your existing system and how to carry out each new process or application. 2. How will the changes impact the sales team? This new approach should complement your sales team’s existing processes but it’s important to realise that the team will likely be unfamiliar with many of the applications themselves, especially if your previous CRM was dated or your processes were lacking. If it wasn’t already apparent, you should begin to see how this could have a disruptive impact on a sales team required to take new steps or engage in new processes. 3. How might they react? A sales team that doesn’t understand how to implement new processes or applications is going to become frustrated and demotivated. If your salespeople can’t do their job as well as they would like, they are going to resent the new system (and the operations director who drove its implementation). Crucially, if they don’t understand why you’ve made a change or feel like bad decisions have been made, they can feel excluded or undervalued and start losing faith in the business. This is a bad place for a sales team to be in and every step should be taken to ensure a smooth CRM adoption. Top CRM implementation tip A CRM implementation needs to be run by someone that understands the technology you're implementing as well as the organisation's people and processes.
What the specific changes include Without getting too granular (we’ve already written an overview of the HubSpot CRM’s features), a new CRM promises a fundamental shift in the way your salespeople will organise their contacts and prioritise their work. For example, the HubSpot CRM combines a customer database with information on what each lead is doing. Using it, your salespeople will be able to see what interactions their prospects have had with your website, which emails they've opened, and even what they've downloaded. But do your salespeople know this? It’s important that you document precisely how your new CRM will differ from your existing system and how to carry out each new process or application. 2. How will the changes impact the sales team? This new approach should complement your sales team’s existing processes but it’s important to realise that the team will likely be unfamiliar with many of the applications themselves, especially if your previous CRM was dated or your processes were lacking. If it wasn’t already apparent, you should begin to see how this could have a disruptive impact on a sales team required to take new steps or engage in new processes. 3. How might they react? A sales team that doesn’t understand how to implement new processes or applications is going to become frustrated and demotivated. If your salespeople can’t do their job as well as they would like, they are going to resent the new system (and the operations director who drove its implementation). Crucially, if they don’t understand why you’ve made a change or feel like bad decisions have been made, they can feel excluded or undervalued and start losing faith in the business. This is a bad place for a sales team to be in and every step should be taken to ensure a smooth CRM adoption. Top CRM implementation tip A CRM implementation needs to be run by someone that understands the technology you're implementing as well as the organisation's people and processes. “If you put an IT manager in charge, the system will probably be too complex and adoption will be a problem.” Frequently review use It’s important to monitor the CRM’s ongoing use and engagement. This makes certain that it's being used by all members of the team but also that it's being used properly. Your weekly or monthly sales meetings are an ideal opportunity for this, opening a clear channel of communication between you and the sales team and giving the salespeople a voice. Where CRM rollouts typically go wrong In our experience, companies tend to make one of two mistakes when rolling out a new CRM across the business: they either jump in too quickly without proper planning and end up having to wing it or they under resource the whole project. "Not planning means you are shooting yourself in the foot before you even start," Chris explains. "Aspects like definitions, permissions and data flow need to be nailed down before you even think about making the new CRM live." Be prepared to invest. It may be money or time or a combination of the two, but if you want your implementation to be a success, you'll need to invest in the project. It’s very common to lowball a CRM because you're trying to squeeze it into a particular department's budget, or that it’s hard to justify CapEx (capital expenditure) to your investors, or no one wants to see money go out of their budget. "Under-resourcing is usually a sign that there is not enough buy-in internally," Chris explains, "or the CRM is viewed as an 'address book' rather than a key business asset." Involve users from the start One of the biggest mistakes you can make with a new CRM is not involving the rank and file from the beginning. CRMs are a huge asset to leadership and management teams, but it’s unlikely your CEO or FD is going to spend their working day using the system. They want the reports and the data — the output — but will rarely be involved in the input. People who feel involved are significantly more likely to successfully use the CRM, so talk to them!
What the specific changes include Without getting too granular (we’ve already written an overview of the HubSpot CRM’s features), a new CRM promises a fundamental shift in the way your salespeople will organise their contacts and prioritise their work. For example, the HubSpot CRM combines a customer database with information on what each lead is doing. Using it, your salespeople will be able to see what interactions their prospects have had with your website, which emails they've opened, and even what they've downloaded. But do your salespeople know this? It’s important that you document precisely how your new CRM will differ from your existing system and how to carry out each new process or application. 2. How will the changes impact the sales team? This new approach should complement your sales team’s existing processes but it’s important to realise that the team will likely be unfamiliar with many of the applications themselves, especially if your previous CRM was dated or your processes were lacking. If it wasn’t already apparent, you should begin to see how this could have a disruptive impact on a sales team required to take new steps or engage in new processes. 3. How might they react? A sales team that doesn’t understand how to implement new processes or applications is going to become frustrated and demotivated. If your salespeople can’t do their job as well as they would like, they are going to resent the new system (and the operations director who drove its implementation). Crucially, if they don’t understand why you’ve made a change or feel like bad decisions have been made, they can feel excluded or undervalued and start losing faith in the business. This is a bad place for a sales team to be in and every step should be taken to ensure a smooth CRM adoption. Top CRM implementation tip A CRM implementation needs to be run by someone that understands the technology you're implementing as well as the organisation's people and processes. “If you put a director with no technology experience in charge, the system will probably not work properly.” Frequently review use It’s important to monitor the CRM’s ongoing use and engagement. This makes certain that it's being used by all members of the team but also that it's being used properly. Your weekly or monthly sales meetings are an ideal opportunity for this, opening a clear channel of communication between you and the sales team and giving the salespeople a voice. Where CRM rollouts typically go wrong In our experience, companies tend to make one of two mistakes when rolling out a new CRM across the business: they either jump in too quickly without proper planning and end up having to wing it or they under resource the whole project. "Not planning means you are shooting yourself in the foot before you even start," Chris explains. "Aspects like definitions, permissions and data flow need to be nailed down before you even think about making the new CRM live." Be prepared to invest. It may be money or time or a combination of the two, but if you want your implementation to be a success, you'll need to invest in the project. It’s very common to lowball a CRM because you're trying to squeeze it into a particular department's budget, or that it’s hard to justify CapEx (capital expenditure) to your investors, or no one wants to see money go out of their budget. "Under-resourcing is usually a sign that there is not enough buy-in internally," Chris explains, "or the CRM is viewed as an 'address book' rather than a key business asset." Involve users from the start One of the biggest mistakes you can make with a new CRM is not involving the rank and file from the beginning. CRMs are a huge asset to leadership and management teams, but it’s unlikely your CEO or FD is going to spend their working day using the system. They want the reports and the data — the output — but will rarely be involved in the input. People who feel involved are significantly more likely to successfully use the CRM, so talk to them!