Sam Biardo of Technology Advisors and Steve Chipman of CRM Switch discuss the changes and trends in CRM implementations over the past few years.
The key points discussed include the shift towards low-code/no-code platforms, the transition from on-premise to cloud-based solutions, the reduced need for developers and increased reliance on business analysts, the growing involvement of clients in the configuration process, and the emphasis on delivering a minimally viable product (MVP) in shorter implementation cycles to minimize risk and provide faster value realization.
Other topics covered include the importance of planning and phasing, integration challenges with legacy systems, project management and AI tools, reporting and dashboard creation, measuring success criteria, and data migration best practices.
Introduction and Changes in CRM Implementations
The hosts, Steve and Sam, discuss the significant changes in CRM implementations over the past five years. Sam highlights the introduction of low-code/no-code pre-built platforms, which require less configuration and investment, as well as the impact of AI. He also mentions the shift from on-premise to cloud-based solutions, with less than 10% of implementations being on-premise now.
Shift in Roles and Client Involvement
Sam explains that the need for developers has decreased, with more business analysts being required compared to developers. Clients are now doing more configuration work, particularly in later implementation phases. The concept of a minimally viable product (MVP) is emphasized, where the initial release focuses on essential functionality, with subsequent phases adding more features.
Implementation Approach and Phasing
The discussion covers the importance of phasing implementations into smaller cycles, with a preference for functional groups rather than monthly releases. Sam suggests keeping implementation cycles under six or three months to minimize risk. The concept of a minimally viable product (MVP) is reiterated, with the initial release focusing on essential functionality and subsequent phases adding more features.
Integration Challenges and Project Management Tools
The conversation shifts to the challenges of integrating CRM with other systems, such as ERP, e-commerce, and marketing solutions. Sam mentions using Zoho as a project management tool, allowing for real-time reporting and sharing with clients. The potential use of generative AI for tasks like test case generation, test data creation, and status report generation is also discussed.
Reporting, Dashboards, and Measuring Success
The hosts discuss the shift towards dashboards over traditional reports, with clients often taking the lead in creating dashboards after initial training. Measuring success is emphasized, with Sam suggesting interviewing key executives to understand their definition of a successful project, which could include factors like on-time delivery, staying within budget, increased revenue, or better forecasting.
Data Migration and Best Practices
Sam recommends running analytics on existing data before migration to identify unused or incomplete data fields. He shares an example of a system that collected excessive personal information that was rarely used, highlighting the importance of streamlining data collection.
Action Items
Conduct an inception phase to determine integration points, particularly for manufacturing (ERP, e-commerce, marketing solutions) and other industries with multiple siloed systems.
Implement a phased approach, starting with a minimally viable product (MVP) and adding functionality in subsequent phases to minimize risk and provide faster value realization.
Train clients on dashboard creation and allow them to take the lead in building dashboards after the initial implementation.
Interview key executives to understand their definition of a successful project and align the implementation to meet those criteria.
Before data migration, analytics should be run on existing data to identify unused or incomplete data fields and streamline data collection.