For any marketing department, a CRM implementation can seem overwhelming, but in order for you to handle it, you have to get involved. Su Doyle from Marketing Profs provides some good advice in CRM Reporting and the Wrench in the Lead Machine. The basic message is, don't just wait on the sidelines. Get involved and stay involved to have your needs addressed.
Her first recommendation sets the tone:
"Get Marketing on the CRM steering committee—if it's not already
"Most CRM deployment projects are driven by the sales team. Marketers need to be involved up front to define the systems, the project plan, and measurement criteria. Don't be blind-sided by a report or a major release you don't know about. And make sure your team gets the consulting, training, and marketing automation capability you need to be effective."
Sales driven CRM implementations are very common, and the marketing department seems to be content to allow it to remain that way. Even when we push for marketing participation, some clients are still reluctant to participate in that area. CRM can have immense benefits for marketing, but only if marketing steps up and explains what they need. Communication is crucial.
Doyle continues on to emphasize staying involved and keeping in constant communication. She has a bunch of good insights on what to be aware of as a marketer using CRM. It's well worth your time to take a read. CRM Reporting and the Wrench in the Lead Machine can be found here.
Mike, thanks for the mention in your blog. Your overall premise is right-on: marketers who dig into the details of the business are armed with the tools to grow the business. Cheers, Su
Posted by: Su Doyle | March 02, 2007 at 01:34 PM