One key element of any marketing automation soution is a solid customer relationship management (CRM) system. Having implemented Salesforce.com and Netsuite at 3 companies, I understand the pain of implementing a CRM into an organization.
Patrick Cahill's makes some great points in his article From Poor To Perfect: 6 Steps For Launching A New CRM Application. Here is brief summary of his tips...
- Meet with management and users - Get buy in from Sales, Marketing, etc. on how they will use the CRM.
- Map out the process - Look at what happens to a prospect from the first moment they get on the radar to when they sign the deal.
- Clean your data - Don't upload bad data into the system.
- Setup your new application - Follow the maps you've setup around your process, logic and workflows.
- Import your data
- Train your users - Don't expect users to use the CRM. Provide documentation and a help line to help them figure it out (correctly).
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