Category Archives: CRM Measurement

CRM: The Third Implementation

There is the common, but false belief that a successful CRM implementation is complete once users are up and running and the technology replaces the manual tasks of tracking prospect/customer information. That is certainly a milestone, but not the end of the CRM implementation journey. Invariably, real-world usage leads to requirements not foreseen in initial CRM planning.  Salesforce.com pioneered the AppExchange™ and solved the challenge of the second implementation.  Thousands of apps, ready with tested business logic, encompassing millions of lines of code can seamlessly plug into Salesforce to complete the second implementation. Before the AppExchange, companies would find themselves with a total re-engineering effort or CRM failure. Well done Salesforce!

What is the Third Implementation?

Today, the focus now turns to the third implementation; and it is all about data. Unless specifically addressed, every CRM has a problem with dirty data.  Regular de-duplication is NOT the solution. De-duplication treats a symptom of the dirty data disease; it does not cure the disease itself.  To cure the disease, you must stop dirty data from ever getting into the CRM. Dirty data can enter a CRM via a user, application or the system.  Each source of data needs to be addressed.

Enter the CRM Data-Plan

A CRM Data-Plan is a single-point-of-truth for treating data across an enterprise. It consists of a robust set of rules that details standards for treating data. Amazingly, less than 3% of CRM administrators have a CRM Data-Plan.

The challenge for CRM providers is that they cannot solve the issue with a one-size-fits-all solution. The business requirements of some companies call for verbose data, while others may prefer a high usage of abbreviations.

A good CRM Data-Plan ensures that company names, titles and all forms of CRM data are normalized to a single standard.  With a systematically applied Data-Plan, gone are the days of searching for a company in your CRM five different ways. Multiple sales reps no longer work on the same account listed under several different company name formats.  Marketing has the ability to segment markets and get a stronger perspective on customers and prospects.  CRM data augmentation is no longer a nightmare.  With a strong CRM Data-Plan, you no longer have to fear importing new data in your CRM and hearing the word “foobar” from your CRM administrator. The efficiencies gained are tremendous.

Enforcing the CRM Data-plan:  Introducing CRMShield™

Without a method, an unbreakable method to enforce your CRM Data-Plan, the plan is a paper tiger.  Broadlook’s CRMShield™ empowers CRM administrators to seamlessly create a CRM Data-Plan and enforce it for users, vendors and administrators.

Using a single global standard crafted by your CRM administrator, CRMShield™ protects and cleans your CRM in real time. Say goodbye to duplicate and dirty data. The CRM Data-Plan is saved in the cloud, at a single location, therefore the entire enterprise, small or large is protected.  Changes made to the CRM Data-Plan propagate to the enterprise so all data, even from different silos, conforms to a single standard.

Take the Dirty Data Quiz

The Dirty Data quiz serves as a report card. How does your company rate?  Do you have a CRM Data-Plan?  Is your CRM administrator helping or hurting? What are the steps you need to take to keep your CRM clean? Visit: www.broadlook.com/dirtydataquiz

Free Tool:  Create your own CRM Data-Plan

Every company should have a CRM Data-Plan. With this free website, you can get started on the road to a clean CRM system. Visit: crmshield.broadlook.com

The Dirty Data Quiz – How Healthy is your CRM?

Where does your company is rank for the variables that impact duplicate data? Take a moment to take the quiz below.

How to score the quiz:  Each question has a maximum.  Give yourself a score on the continuum from zero to max points.  Good luck & be honest!

The Dirty Data Quiz: Is Your CRM at Risk?

CRM Data Plan. 15 points. Does your company have a CRM Data Plan? A CRM Data Plan is a standard format for treating CRM data. If you don’t, this is where you start the entire process. To comply with best practices, your CRM Data Plan should be centrally stored, accessible by anyone who enters data into your CRM. In essence, the Data-Plan acts as a single-point-of-truth for your company and how it treats data.
Your points: ______

Staff Training. 5 points. Has your staff has been trained on your Data-Plan and it is easily accessible? While this is a great step, it is not as important as making the CRM enforce your data plan automatically. If your CRM does offer a feature like this, the training is most important for your IT department who can circumvent the constraints put on the average user. Your points: ______

CRM Cleaned. 5 points. Has your CRM gone through a full normalization and deduplication process? Once you have your Data-Plan developed, you need to ensure that the data you have meets the plan. Why only 5 points? A one-time cleaning does not solve the long term problem. Don’t pat yourself on the back for this, if this is all you do, you will have one month per year of clean data. Your points: ______

CRM Enforcement. 15 points. Is your data plan enforced by your CRM? This is tremendously important. If your provider does not have this feature, it means you must either build or find an add-on to your CRM. An even better option is to provide all users of your CRM Broadlook’s Contact Capture to automatically and error free enter contacts into your CRM. Contact Capture is FREE (not trying to sell anything here). Your points: ______

Product/Integration Enforcement. 10 points. Do other products that bring information into your CRM adhere to your Data-Plan? Beware of products that dump data to a Excel or CSV file. Sometimes it is unavoidable, however, direct exporting systems that comply with your Data-Plan and do deduplication in real-time are always a superior choice. Your points: ______

Vendor Enforcement. 10 Points. Do vendors that provide you with list data deliver it in compliance with your Data-Plan? Some vendors may push back at first; however, it has been my experience that the entire process will go smoother if the vendor complies to the Data-Plan. Hold your ground and remember that list providers want your business. Show them the format that you want your data …and don’t compromise. Your points: ______

Import Enforcement, by culture. 5 points. Does the IT staff buy-in to following the Data-Plan? The best way to make this happen is include the IT department in the development of the Data-Plan. Your points: ______

Import Enforcement, by technology. 15 points. Is your IT staff prevented from circumventing a Data-Plan by rights management? Everyone must obey the Data-Plan. If your IT staff can circumvent best practices established by management, problems will arise. It the IT staff disagrees with a Data-Plan, best practice dictates that the Data-Plan reviewed, discussed and potentially revised. Again, this maintains the single point of truth and enforceability to make your Data Plan work. Your points: ______

URL Enforcement. 20 points. Do you have a URL (website) field for each company in your CRM.? The URL of a company is more important than a DUNS number, location or anything else. It is the single best piece of company-centric information that can be used to update the CRM over time. The URL can be used to update and add contacts to your CRM with tools like Broadlook’s Profiler. Your points: ______

How did you do? I want to hear from you! Send how you did to Donato Diorio (me AT dioriodiorio dot com).

SCORE GRADE
<20 F
40 D
60 C
80 B
100 A
Your score: __________

Understanding how your data and processes rank is paramount. Dirty CRM data is a huge problem with sales force efficiency. You may think that cleaning your CRM on a regular cycle is a good thing. Don’t pat yourself on the back just yet; cleaning CRM data on a cycle is treating a symptom. Just like good physical health, the best solution to eradicate dirty CRM data is prevention. Prevent dirty data from getting into your CRM and your CRM be clean and healthy. You may even enjoy using it again.