Just enough CRM

Just Enough CRM is a practical guidebook for decision makers and those responsible for implementing CRM systems to help them evaluate CRM systems already in place, shorten the selection process, make the right decisions, proceed swiftly to successful implementations and measure the success of CRM initiatives. It includes checklists and guidelines to make sense of vendors pitches, guide implementation projects, and allow readers to create their own custom checklists. This volume provides a roadmap for auditing current CRM systems while providing practical tools for conducting effective selection and implementation initiatives. Readers will gain an understanding of best practices for selecting and implementing systems so they can leverage their contributions to the projects they are involved in and suggest appropriate strategies for success.

Preface. Acknowledgments. 1. What is CRM and Why is it Important? Express Version. What is CRM? Elements of CRM. The Benefits of CRM. Can CRM Technology Conquer All CRM Challenges? CRM Nirvana-What Is It and Is It a Worthwhile Goal? Why Does CRM Fail So Often? Is CRM Just for the Big Guys? Can CRM Work If It's Not Integrated? Does CRM Deliver Applications or a Tool Kit? What's the Place of IT in CRM Initiatives? 2. Auditing your CRM System. Express Version. The Big Question: Do You Need A New CRM System? The 5-Minute CRM Test. Detailed CRM Inventory. CRM Process. Good Reasons to Get a New Tool. 3. Overview of CRM Selection and Implementation. Express Version. A High-Level View of the Entire Process. Success Factors. The Three Phases of CRM Projects. How Long Will it Take? How Much Will It Cost? 4. The CRM Project Team. Express Version. What's a Good CRM Project Team? The Executive Sponsor. The Project Manager. The Business Owners. The Super-Users. The IT Owner. The Technical Staffers. How Many Resources Does It Really Take? 5. Requirements Definition. Express Version. Why Define Requirements? Creating a Requirements List. Structure of the Requirements List. The Vendor. Technical Architecture. Functionality. Implementation and Maintenance. Budget. Template Requirements Checklist. 6. Shopping for CRM Systems. Express Version. Shopping with a Purpose. Creating the Long List. Evaluating Candidates. Creating the Short List. Sample RFP. 7. Buying CRM Systems. Express Version. The Home Stretch. Checking References. Negotiating the Contract. Getting the Best Price. Preparing an ROI Justification. 8. Selecting an Integrator. Express Version. What's An Integrator And Do I Need One? When Do I Start Looking for an Integrator? Tool Vendor or Third Party? Finding Integrators. Evaluating Integrators. Negotiating With Integrators. 9. Implementing CRM Systems. Express Version. Implementation Overview. The Kickoff Workshop. A Few Technical Notes on the Implementation. Testing. Training. The Rollout. Successfully Managing an Implementation. Care and Feeding of the Integrator. Involving the Users. Internal Promotion. Customer Promotion. Handling Implementation Problems. Post-mortem Review. 10. Measuring Success. Express Version. Why Metrics Matter. Didn't We Talk About ROI Already? Types of Metrics. Garbage In . Don't Be Average. Slicing and Dicing, Babushka-Style. More is Not Better. The Dashboard Concept. Streamline Delivery. Suggested Metrics. Where do I Go From Here? 11. Rescuing a Failing CRM Project. Express Version. Project Failures. Step 1: Assess. Step 2: Restructure. Step 3: Restart. 12. CRM Resources. Web Sites. Magazines and Trade Publications. Books. Analysts. Conferences. Glossary. Index.