CRM Implementation

Why a CRM Implementation Expert Is Vital for Growing Businesses

Want to customize your growing business's CRM? Here's why an implementation partner is vital.

Many organizations — especially small and medium businesses (SMBs) — are forced to embrace the do-it-yourself (DIY) ethos at some point. When there’s a lot to do, and resources are strapped, doing it all yourself may be the only path to keep your business running. But when you start to see consistency or patterns of growth, it can really pay to have an expert in your corner. We’ve found this to be especially true when it comes to adopting a new business technology like customer relationship management (CRM).


So when is it okay to DIY, and when should you bring in an implementation expert? The answer depends on what your business or department needs now, and where you want to take your business in the future. Very small businesses just getting started may be able to DIY their CRM implementations.

But if you’re a growing business or department that has one or more established systems in place, or industry-specific workflows and integrations to consider, you’re going to want to customize your CRM so it keeps up with the pace of your business growth. That’s when calling in some outside help can really create value. The right implementation partner will have the business and technical knowledge to help you design a CRM that supports your business and the way you work.


 

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Need to implement on a larger scale? Use AppExchange consultants.

Chapter 1: Pick the Right Tools for the Job

Despite the growth technology provides, plenty of businesses spend hours sorting through spreadsheets, index cards, or notes scribbled in the margins of other documents. When it comes time to get a bit more organized, leaders used to the DIY ethic naturally gravitate toward tools like spreadsheets or free versions of CRM tools. “With a little sweat equity,” the logic goes, “I bet I can run my business just fine on this free app. And it’ll save me so much money!”

There are usually tradeoffs that come with running your business on technology that wasn’t really designed for running a business. Security is a big one. Before you go uploading all of your company’s — and customers’ — vital data into a free app, take a minute to vet the app’s security credentials. Was it designed and built with security in mind?

Also consider all of that sweat equity you’re planning to pour into making a free spreadsheet app function like a true CRM system that captures data and shares a single, 360-degree view of all customers. How much is your time worth, both to you and your business? And what happens when your team outgrows those DIY hacks? Will your time be better spent conjuring up new ways to skirt the limits of freeware, or running your growing company? Sometimes it’s cheaper to spend a little more up front than have bigger bills come due down the road.


Chapter 2: Jumpstart Your Implementation with the Right Partner

We’ve been talking a lot about implementation. What does that mean when it comes to CRM? Implementation means getting your software up and running, and also making your new tools a seamless part of your day-to-day business operations. With CRM — and the Salesforce Platform, in particular — it’s an investment in the future of your business, and implementation is a lot more than signing a license agreement and creating user accounts.

What’s a CRM implementation partner and how do you work with one?

Most businesses who adopt the Salesforce Platform either have a dedicated team on staff to get things up and running, or work with an outside implementation partner. A good CRM implementation partner combines technical expertise with business experience. Implementation isn’t just about creating user passwords and assigning account privileges. It’s about understanding a business and designing workflows and processes that fit the way that business works.

Good implementation partners have a few things in common to draw upon in setting you up for success with CRM:

  • Tons of experience across different industries
  • Skills to customize your CRM to best fit your business
  • Deep knowledge of best practices to avoid costly mistakes
  • The know-how to set your organization up for successful adoption of your new system

That last one is key, and too often overlooked. Even the best, most thoughtfully designed CRM implementation isn’t worth much if your employees don’t use it.

Planning for a successful adoption is a key part of any CRM implementation and can involve securing executive buy-in and approval, getting key team members to act as informal evangelists inside your organization, and running scheduled check-ins and training sessions. Working with an implementation partner experienced in these nontechnical aspects of deployment can make all the difference when it comes to successfully rolling out your own CRM solution. Salesforce has helpful options for selecting the best partner to help on your implementation, such as the Consultants on AppExchange directory. For small and midsize businesses, there’s also the option of getting started with custom implementation through our CRM Starter Pack offer.

Here’s a prime example of an SMB that successfully leveraged a CRM implementation partner. DAS42, a data analytics consultancy, launched a direct sales program in 2019. With a new sales process to adopt and new branding and marketing strategies to drive direct sales, company leadership decided to leverage an implementation partner. They connected their marketing and sales journeys in one platform, and customized Salesforce with implementation guidance and support from in-house experts by getting started with CRM Starter Pack.

As DAS42 COO Patrick Byrne said, going with an implementation partner was a no-brainer. “It was pretty easy to make the decision,” he said. “This was our chance to go best in class for not a very big upfront investment, in dollars and time.” Beyond the initial impact of supporting DAS42’s new direct sales efforts, Byrne is also excited about the long-term prospects of adopting CRM. “The nice part is the tool will keep up with us,” he added.

This was our chance to go best in class for not a very big upfront investment, in dollars and time.”

Patrick Byrne | DAS42 COO

What does a CRM implementation look like?

Installing and configuring new software is a big part of any CRM implementation, of course. But getting the tech up and running is only part of it. Successful rollout of CRM — of any new business system, really — involves several key components:

  • Setting goals for the implementation and breaking down into manageable phases
  • Thoughtful analysis of how you work, and how CRM can support and improve your internal processes
  • Designing workflows, integrations, and page layouts (employee experiences) that are both easy to use and give your team the information and tools they need, when they need them
  • Creating a rollout plan that promotes internal adoption of the new tools

As you’d expect, implementing a “simple” CRM is usually faster and more straightforward than implementing one that’s more customized — particularly if you’re only bringing a few users onto the new system. No matter how big or small — and simple or complicated — your CRM, it’s also helpful to think in terms of short- and long-term implementation goals.

Short-term implementation goals are about getting your system designed and up and running. The focus is on the basics of standing the technology up and getting users trained to use the new tools.

Long-term implementation goals are more about the ongoing value your new CRM provides. Beyond the early goals of “Does the system work? Are people using it?” long-term implementation looks at the ongoing effects of the tools on your business. The long view also accounts for reviewing and tweaking workflows, integrations, and other aspects of the system to better achieve companywide goals over time.

Many successful CRM rollouts are combinations of short- and long-term implementations. Combine immediate goals like getting the tech up and running and hitting adoption targets with a longer-term understanding that your CRM will evolve over time as your business grows. Acknowledging up front that CRM is a long-term investment in your business makes it all the more likely that you’ll see returns on that investment later on.

Chapter 3: All About Salesforce CRM Starter Pack

Growing businesses are unique. Many growing businesses have successful systems in place, but also understand the need to adapt and evolve to continue growing. When this happens, specific needs and challenges arise. We understand these challenges, so we put together an offer specifically to help growing businesses: CRM Starter Pack.

If the challenge of implementing a new technology tool feels intimidating, don't worry, you're not alone. Many small businesses can relate to the feeling, but don’t let it prevent you from adopting the tools your team needs to meet customer expectations and win more deals. That's why Salesforce developed CRM Starter Pack. It’s a fast way for small and growing businesses to implement Salesforce with the help of experts who share best practices every step of the way.

Speed and agility is the name of the game. In fact, the latest “Small & Medium Business Trends Report” shows that 45% of growing SMBs are preparing for future crises by adopting technology to help digitize customer interactions. But we know it can be tough to get value from digital tools right out of the box, especially when juggling other business priorities.

CRM Starter Pack helps you get value quickly. We’ve paired Salesforce CRM technology with expert assistance to customize and deploy a solution that fits your business. With CRM Starter Pack, you can:

  • Mix and match solutions for sales, service, and marketing that meet your business needs — you can select the mix of solutions that work for you
  • Implement fast with the Jumpstart Implementation service
  • Tailor your Salesforce solution to suit your end-to-end business and processes
  • Get your team up to speed with guided walkthroughs, and 30-, 60-, and 90-day recommendations
  • Save an average of 40% on Salesforce
 
 

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More Resources

 
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Learn how DAS42 customized their CRM to optimize for growth
 
 

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