In this blog post, Scott Murcott, Digital Copywriter at Huble Digital, runs through what companies should expect from an Enterprise CRM rollout when they decide to scale and grow their business.
Scaling businesses often find they’ve outgrown their tools and software, or that their current solutions do not support their marketing, sales and service departments’ efforts to bring in new business and retain existing clientele.
For this reason, many enterprise-level companies consider moving to a more sophisticated CRM solution, one that allows them to track and manage client interactions across the entirety of the buyer’s journey and align internal operations with business-wide goals and KPIs.
But every business is unique, so there’s no such thing as a one-size-fits-all CRM solution. Therefore, it’s necessary to examine your overarching business goals alongside the needs of your various departments to see where processes can be streamlined and operations enriched by CRM technology.
In this blog, we’re going to cover the phases of an Enterprise CRM roll-out, so you know what to expect, starting with:
1. Architecture and strategy
Once you’ve determined that you require an Enterprise CRM, the next step is to select a vendor and a specialist to put the necessary measures in place to ensure things run smoothly. For this article, we’ll be using HubSpot as our CRM vendor example, and yours truly (Huble Digital) as the implementational guiding hand.
To start with, we’ll help you plan out your new CRM system and determine what’s required to roll it out. These steps include:
HubSpot Enterprise CRM assessment: Before you invest in the tool, one of our sales and CRM consultants will assess your business to determine whether HubSpot is suited to your sales workflows and processes. Following this assessment, you’ll be advised on the recommended next steps.
Sales processes and lead management strategy: Once a plan of action is in place and the necessary consultations completed, sales processes will be mapped to your teams, regions, channels, customer types and products. This includes identifying the tasks, processes, objects, and applications that need to be automated, as well as which CRM extensions are required.
CRM technical and information flow specifications: This step identifies and documents your current and future data flows and systems in use. This is to determine what data needs to be used or captured, how data reaches the destination, how and when the data is used, and how the data is accessed.
2. Configuration and implementation
Once the Enterprise CRM foundation is in place, the migration to the new system can begin. There are several important steps to ensure that the implementation and onboarding of this new technology is successful, such as:
Configuring processes, pipelines and automation in HubSpot: Based on the architecture and strategy stage, our implementation specialists will set up the HubSpot CRM using the established sales process blueprint and documented views from earlier consultations.
Application installation and configuration: This step involves the installation and configuration of required applications. These can include data sync and transfer applications like PieSync and Zapier from the HubSpot App Marketplace.
Custom API integration: Our backend development specialists will then engineer scripts to sync and manipulate data as it moves between HubSpot and other systems and databases.
Data migration and importing: The upload of data into objects, fields and applications, such as contacts, companies, and deals in the CRM.
3. Training and change management
New technology cannot be harnessed effectively if the teams using it are not trained appropriately. That’s why we’re here to train and onboard your sales, marketing and service departments, so you don’t experience a drop in numbers during the changeover. Typically, the onboarding process includes:
Onboarding: A Huble Digital customer onboarding specialist will assist with the setup and/or implementation of your Enterprise CRM subscription. Onboarding support includes consultancy, troubleshooting, email-based support, and any other activities related to the setup and/or implementation of your subscription.
Training material development: We then develop custom written and video training material based on your customised HubSpot CRM configuration and the applications installed, as well as teach you how to use the sales acceleration tools in the context of your configuration.
Training and change management: This can be virtual, onsite or a combination of both. Our approach is to train a pilot group and take these learnings to develop the subsequent training material. Following this, we train champions, management groups and the remaining end-user groups. All training sessions include a practicum and series of assessments.
4. Ongoing support
There will always be a need for assistance, advice or guidance, no matter how much time has passed since your Enterprise CRM implementation and onboarding. Not to worry — that’s what Huble Digital and our team of specialists are here for. Our ongoing support and assistance includes:
Sales operations and enablement retainer: These monthly support hours can be used for tasks such as email and telephonic support, training, the roll-out of new features, and moving leads/customers/deals to different sales representatives, channels and teams. In addition, we can set up and maintain live chat and chatbots for lead qualification and meetings.
Sales analytics retainer: A Huble Digital senior consultant will produce a monthly sales report that analyses your data to provide actionable insights for sales management.
Sales content retainer: Our creative studio will develop all of the sales collateral you require, such as case studies, proposal templates, video overviews, playbooks, product fact sheets and cheat sheets.
Rolling out an Enterprise CRM is far more complex than the initial implementation and onboarding process (in fact, the above steps are just a few milestones along the journey). This is why it’s critical to choose a sales and marketing technology specialist that’s with you every step of the way — and we’d love to help.
Huble Digital is a full-service digital consultancy that employs HubSpot’s powerful CRM tools to help sales, marketing, and service teams optimise the transition from prospect to customer to brand ambassador.