2019-12-18 in Learning

7 things publishers should do when implementing a CRM

You already know that implementing a CRM is not a technology project and you know the management team have to stand behind the initiative. So what are the things you can do to ensure success when implementing a CRM like RunMags in your publishing business?

Now that CRM platforms have been available and implemented allover the world for over 20 years, it's 'common knowledge' that most CRM initiatives fail. Right? Without reading that Gartner Group report, you've heard it so many times; "55-75% of CRM project fail".

Let's kill the CRM failure myth once for all

So what does CRM failure look like? If you dig a bit deeper, you'll find that this statement originates all the way back to 2001 when Gartner Group published a research paper on eCommerce and Customer Relationship Management. Gartner had surveyed some five hundred large organizations, asking "Did it meet expectations?" The answer they picked up fairly consistently on a scale from 1-5, was that a lot of CRM initiatives failed to meet expectations. The report was published saying that 55% of CRM projects percent failed to meet expectations.

Like in so many cases in research; you get different results depending on HOW you ask the question. Just because expectations were not met, didn't actually mean that the people that took the survey thought the CRM initiatives were a waste of money. It's just that when media picked up the report the headline of failed CRM initiatives was a better headline. In 2001 CRM systems were a new thing for most people so while expectations may have been off, many of the respondents still saw increased sales as a result of the CRM initiative. 

What you already (probably) know

If you've been around the block, you've probably worked in an organization that employs a CRM system for the sales and marketing organization to use. You may have seen that junior sales reps use the CRM system while the lone wolves don't - and still get away with it. You may have participated in weekly time-wasting calls where the sales manager is going through the team one by one, updating deal stages, asking about probability for closure, pushing deals out into the future. You may have witnessed IT spend tremendous amounts of resources on 'evolving' the CRM.

This is fairly typical in many organizations, but it doesn't necessarily mean that the CRM initiative is a failure. It is just not effective. Compared to NOT having a CRM system in place, the organization is still likely to be better off serving customers, closing sales orders, forecasting future sales and managing contracts. Serving and selling to a hundred or so customers with only your brain and a spreadsheet is simply not effective either.

So the team need to be armed with the appropriate tools and ways to go about their daily routines. If you teach them how to do their job, they may actually stand a chance to succeed, right? The effectiveness of a CRM initiative will always correlate to the leadership skills and investment in coaching that the managing team provides. 

What publishers should do when implementing a CRM

So with that fairly lenghty intro, what should you do when implementing a CRM in your publishing business? And even more specifical, what should you do when implementing RunMags in your publishing business?

1. The VP of Advertising Sales should lead the roll-out of your CRM as a tool to increase revenue

The main objective of the CRM should always be to help the ad sales team sell more, access support resources during sales cycles and manage their territory. The VP of Advertising Sales need to get her hands dirty with the CRM early in the implementation project and truly understand the system so that he or she can advocate for it to be used to the maximum extent.

2. Train the ad sales team first and help them close real deals using the CRM

The main role of the CRM should always be to help the ad sales team sell more, access support resources during sales cycles and manage their territory. The VP of Advertising Sales need to get her hands dirty with the CRM early in the implementation project and truly understand the system so that he or she can advocate for it to be used to the maximum extent.

3. Use the CRM to jointly create strategies for strategic accounts and major opportunities

The main role of the CRM should always be to help the ad sales team sell more, access support resources during sales cycles and manage their territory. The VP of Advertising Sales need to get her hands dirty with the CRM early in the implementation project and truly understand the system so that he or she can advocate for it to be used to the maximum extent.

t as a tool to jointly create strategies for major opportunities, and help the sales team to maximize opportunities by coaching them throughout the sales process.

4. Train the ad sales team first and help them close real deals using the CRM

The main role of the CRM should always be to help the ad sales team sell more, access support resources during sales cycles and manage their territory. The VP of Advertising Sales need to get her hands dirty with the CRM early in the implementation project and truly understand the system so that he or she can advocate for it to be used to the maximum extent.

5. Train the ad sales team first and help them close real deals using the CRM

The main role of the CRM should always be to help the ad sales team sell more, access support resources during sales cycles and manage their territory. The VP of Advertising Sales need to get her hands dirty with the CRM early in the implementation project and truly understand the system so that he or she can advocate for it to be used to the maximum extent.

6. Train the ad sales team first and help them close real deals using the CRM

The main role of the CRM should always be to help the ad sales team sell more, access support resources during sales cycles and manage their territory. The VP of Advertising Sales need to get her hands dirty with the CRM early in the implementation project and truly understand the system so that he or she can advocate for it to be used to the maximum extent.

7. Train the ad sales team first and help them close real deals using the CRM

The main role of the CRM should always be to help the ad sales team sell more, access support resources during sales cycles and manage their territory. The VP of Advertising Sales need to get her hands dirty with the CRM early in the implementation project and truly understand the system so that he or she can advocate for it to be used to the maximum extent.

 

 

 

 

Free 14 day trial

Try RunMags for free, set up your company and users to see how much the service will cost when your trial ends.

No commitment, no credit card, no spam.