Do consider using a consultancy firm to help with implementation. Organisations are increasingly turning to system integrators to set up the technology and employing specialist marketing agencies to embed best practice processes.
Do select a system that can change with your business needs. Older marketing CRM tools were often unwieldy and expensive to customise and change over time. Get a system that will adapt to your practices, as well as accepting that CRM will bring changes to your processes.
Do think of your relationship with CRM software as a journey. Marketers often experience short-lived euphoria when they first implement CRM software, but the data gathered then doesn’t get used at all.
Don’t even think about building a CRM system yourself unless you’re harbouring an IT genius. If an off-the-shelf packaged software solution doesn’t suffice, work with a specialist implementation partner to tweak it to meet your needs.
Don’t expect instant results. CRM benefits accrue over time. The best implementations of CRM are made up of a series of phases, initially focusing on the areas of highest return and building up from there.
Don’t assume that common problems such as incompatibility or affordability are inevitable. The market is highly competitive, with CRM providers coming up with increasingly innovative, customised and affordable solutions.
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