How to Inspire CRM Adoption

Speaker: Michael HannaPresident, Hanna Strategy Group

Host: Amanda NelsonDirector or Marketing, RingLead

The CRM Adoption Audience

Sales, Marketing, Sales Ops & IT Leadership that are:

• Launching a new CRM system• Launching a major change within an existing CRM

system• Seeking to improve adoption of an existing CRM system

Agenda

1. Adoption vs. Compliance

2. CRM Adoption Model

3. What Influences Adoption

4. Before You LaunchCreating a Sense of Ownership

5. How You LaunchCreating a Sense of Empowerment

6. After You LaunchCreating a Sense of Accountability

7. Questions

Keep in mind...

1. A CRM implementation is more a cultural change than a technological change.

2. Adopting a new CRM system requires changing habits.

Changing habits is hard!3. Most people demand change, but resist it when it

comes. Resistance to change is natural. Help them through the process of embracing the change.

Adoption vs. Compliance

ADOPTION

It’s mine.

I want to.

I’m motivated.

I am trusted.

It will help mesucceed.

COMPLIANCE

It’s the company’s.

I have to.

I’m scared.

I need a babysitter.

It will slow me down.

Aim for adoption.Fall back on compliance.

HABITSDay to Day Consistency

PROCESSRep to Rep Consistency

CRM Adoption Model

INTEGRATIONSystem to System Consistency

Willing Sales Users

Culture of Accountabili

ty

Excellent CRM

Configuration

High Quality Data

PEOPLE TECHNOLOGYCADENCE

CRM Adoption Model

Visibility that enables continuous sales improvement

What Influences Adoption

60%30%

10%30%

10%60%

Most Companies

How you launch

Before you launch

After you launch

Highest Adoption Companies

After you launch

How you launch

Before you launch

What Influences Adoption

Create a Sense ofOwnership

Create a Sense ofEmpowerme

nt

Create a Sense ofAccountabilit

y

Before You Launch How You Launch After You Launch

Empowerment without ownership leads to neglect (passive).Accountability without empowerment leads to resistance (active).

Before You LaunchCreating a Sense of Ownership

Creating a Sense of Ownership

• Establish Written CRM Objectives• Make simplicity your first objective.• Periodically check how well you are aligning with your

objectives.

• Form a Committee• Invite key internal influencers from each sales group.• Ask their input in key decisions along the way.• Have them beta test the deployment.

• Gather Input• Launch a survey for all sales reps.• Ask specific questions about what

they need to succeed in their roles.

How You LaunchCreating a Sense of Empowerment

Creating a Sense of Enablement

• Communication• Share key themes from the internal survey. “You asked.

We heard.”• Focus on how the CRM system will help them hit quota

(otherwise, what’s the point?).

• Training• Include exercises that are real and relevant,

not hypothetical (have them use accounts theyare actually working on).• Have committee members present certain

modules to their peers.• Review reports and dashboards.

Creating a Sense of Enablement

• Resources• Provide written documentation and/or training

videos.• Deliver content through a central workspace. To

avoid version control challenges email links to the workspace,not attachments.

• Assigned Action Items• Provide a deadline to create and update all

opportunities in their pipeline.• Keep a list of questions and challenges

encountered.• Schedule a regroup.

After You LaunchCreating a Sense of Accountability

Creating a Sense of Accountability

• Establish a weekly cadence• Hold reps accountable for managing their

businesses accurately and in a timely manner. How you respond to early violations will set a precedent.• Refer to live reports and dashboards during your

pipeline reviews and forecast meetings.• Recognize reps that are utilizing the CRM

system well.• Look for opportunities to showcase the

relationship between CRM adoption and sales performance.• Quick lead follow-up from CRM reports

-> High lead conversion• Effective management of opportunities and activities

-> More accurate forecasting -> Hitting or exceeding quota

• Poor opportunity management-> Underperformance

Creating a Sense of Accountability

• Provide on-going support• Be extremely responsive to sales reps’

questions and challenges.• Refer them to documentation whenever

possible.• Create new documentation when required.• Update existing documentation when

required.• Encourage feedback.

• Your deployment is never complete• Seek opportunities to simplify.• Seek opportunity to expand capabilities.• Deploy new systems within the CRM

environment.• Communicate changes in advance.

Agenda

1. Adoption vs. Compliance

2. CRM Adoption Model

3. What Influences Adoption

4. Before You LaunchCreating a Sense of Ownership

5. How You LaunchCreating a Sense of Empowerment

6. After You LaunchCreating a Sense of Accountability

7. Questions

Questions

Contact Michael Hanna

h a n n a s t r a t e g y . c o m

ca.linkedin.com/in/michaelhanna7/

@michael_hanna

www.facebook.com/michael.hanna.988

www.youtube.com/HannaStrategyGroup

michael@hannastrategy.com