So you've got it in your mind your organisation needs a new CRM system - maybe there's no CRM in place or you're running an older, legacy system that's past its 'use by date', how do you now persuade your colleagues that it's a good idea?
Understanding Your Stakeholders' Priorities
Before diving into metrics and presentations, it's essential to recognise that different stakeholders have varying priorities. Your Financial Director / Controller might be laser-focused on ROI and cost reduction, whilst your Marketing Director prioritises customer engagement metrics and campaign effectiveness. The key is tailoring your value proposition to address each stakeholder's specific concerns.
Key Value Metrics That Matter!
Financial Impact
Track and highlight metrics that directly affect the bottom line. It can take time to get some of this information, but it's worth it:
- Customer Acquisition Cost (CAC) reduction through improved targeting - difficult to do without a CRM system
- Customer lifetime value (CLV) increases through better engagement
- Revenue growth attributed to CRM-driven initiatives
- Time saved through automation of manual processes
Customer Experience Impact
Demonstrate improvements in customer satisfaction and engagement:
- Customer satisfaction scores (CSAT) trends (yes, a CRM system could help with those surveys)
- Customer retention rates
- Response time improvements
Operational Efficiency
Showcase how CRM enhances day-to-day operations:
- Reduction in data entry time
- Improved lead conversion rates
- Decreased customer service resolution times
- Enhanced sharing of information between teams
- Could the productivity gains be the equivalent of an extra employee?
Building Your Value Story
Rather than simply presenting raw data, create a compelling narrative that connects CRM usage to business outcomes. For instance, demonstrate how improved lead scoring led to a 25% increase in conversion rates, which directly impacted revenue growth. And dare I say it, if in doubt, contact Wizard Systems. We have over 30 years experience of selling the value of a CRM system to a wide range of organisations.
Visualising Success
Modern stakeholders expect clear, visually appealing presentations of data. Consider creating:
- Interactive dashboards showing real-time CRM performance. Take some screen shots of different solutions.
- Before-and-after comparisons of key metrics
- ROI calculators that demonstrate financial impact. We have an excel template that can help here.
- Customer journey maps highlighting CRM touchpoints. Nothing beats a well thought out flowchart.
Regular Value Reviews
Implement quarterly value review sessions with key stakeholders. These meetings should:
- Review progress against established KPIs
- Showcase new CRM capabilities and their potential impact
- Address concerns and gather feedback
- Plan future optimisations
Looking Forward
As we progress through 2025, the ability to demonstrate CRM value will become increasingly important. If you want any help in the process, getting that ammunition for your pitch, then reach out to us at Wizard Systems. We are a vendor-independent supplier of CRM solutions with over 30 years experience!
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