Introduction

Typically, when discussing CRM requirements with our clients, we sit down during a Discovery session to get a better grasp and overview of their sales and marketing processes as well as delving deeper into their actual CRM customisation requirements. From this meeting and a software overview, in many instances, clients may know what they want or may still be undecided between a final two applications.

In either case, the next recommended step is to hold a CRM Scoping Workshop.

CRM Scoping Workshop

A Scoping Workshop typically involves a key members of the team, so for a full CRM project, you would involve key or Senior Management, a Project Sponsor (who is senior and who will be responsible internally for the project’s success and may also be the Client Project Manager) as well as members of the Sales, Marketing, Customer Service and IT and sometimes Finance teams.

Prior to the meeting, we would be asking for key documents such as business process flow diagrams and any key reports to be made available. Oftentimes, to kick-start the project, the Sponsor will indicate why the team is meeting and why the business is investing time and money in an implementation. We recommend at least a full day is needed to understand and document the key processes and how these can be applied in CRM.

Wherever possible, some items may be discussed offline as the Scoping meeting is not a talk shop, for example defining internal differences between a Lead or a Prospect or a Suspect should be clear before the meeting as well as any detail on field drop-down selections such as Industries classification.

The objective for the CRM Consultants is we have a clearer understanding of how and where the new system can help to streamline the entire sales process from Lead through to Client Retention as well as establishing what key Metrics and Reports are needed by Management. The CRM system should ideally reduce duplication of effort and reduce any existing ‘silos’ of information since all customer facing contact and day to day activities are now being centralised in CRM.

Other aspects dealt with in the meeting will be IT issues such as compatibility, importing of data (again, sample data should be available before) as well as the need for integrations with other applications.

The Outcome

From the Workshop, where we have both our technical and sales personnel involved to ensure continuity of our own process, the objective is to produce a first draft Functional System Design (FSD) document which can then be circulated for comment and feedback amongst the project team.

A follow-up meeting is usually required to delve into areas that are not clear or need further refinement.

The FSD is probably the most significant document in any CRM project, since it will outline what needs to be done to create a smooth implementation or migration to your new CRM system.

Experience shows that on bigger projects, not having a single FSD document can lead to confusion and wasted time and effort on the consultant’s side awaiting answers. A strong, robust and signed-off FSD document will actually save time and act as an additional internal CRM justification document internally.

8 key benefits of a Workshop?

Just identifying these 8 we have expanded this list ow to 16, but here are eight benefits divided into two broad areas - internal and external:-

Internal

1. Clear understanding of the Project Objectives and development and sharing of ideas to improve the business.

2. Internal communication and open discussion leads to better understanding and buy-in from key stakeholders.

3. Early Involvement of stakeholders will help create enthusiasm and momentum for new CRM (if we’ve done our job right!).

4. A strong FSD document acts as supporting ROI justification and can be used as a milestone document for further sign-off.

External

1. Clear understanding of client key business processes highlighting where CRM can resolve issues and reduce duplication of effort.

2. Understanding of core reporting metrics for CRM system leading to often, a clearer and simpler system design.

3. Ability to highlight phases as clients move to new system with milestones and breaks for feedback.

4. Overall saving in Consultancy and Project Management time up-front from robust FSD sign-off.

But the best example is a quote from a client who undertook this process a year ago

“The scoping workshop not only helped form the CRM detailed requirements, but importantly brought the team together to help to share and enthuse my vision of how we needed to improve and streamline our processes together. More importantly, a number of good ideas were brought forward from the team being involved early in the process with encouragement from CRMC.”

Next Steps

If you are interested in more information on what a Scoping Workshop should cover, then please download our ebook on a CRM Scoping Workshop which includes an outline of topics plus an expanded list of 16 key benefits here.