CRM PROGRAM

Playbook & Toolkit

Follow this playbook to implement a CRM program that engages your customers,
generates sales, and provides accurate reporting for your executives.
Table of Contents CRM PROGRAM
Framework 03

Maturity Model 04

Introduction 05

stage 1 Prepare For CRM 08

stage 2 CRM Program Planning 12

stage 3 Select a CRM System 16

stage
4 Implement CRM System 19

stage 5 Roll Out the System 23

stage
6 Optimize CRM Program 26

Conclusion 28

About This Playbook 29

 CRM PROGRAM
Framework
Click the buttons below to access all related
Leverage the framework below to quickly
training, tools, templates, and other resources.
empower your organization’s CRM program.

1 PREPARE 2 PLAN 3 SELECT 4 IMPLEMENT 5 ROLL-OUT 6 OPTIMIZE

Training Course Readiness

Solution Study Strategy Scorecard Project Schedule Metrics Dashboard
Assessment

Customer Marketing Lead Qualification Post Project

Maturity Assessment Vendor Matrix Project Charter
Benchmark Report Process Diagram Evaluation

Marketing Data Quality Sales & Marketing Lead Acquisition

Vendor RFP Business Case
Benchmark Report Alignment Tool Model

Sales & Marketing Maturity Map Vendor Evaluation Program Prioritization Qualified Lead
Alignment Report Tool Definition Tool

Are You Prepared Aligned Sales & Requirements CRM Administrator

for CRM Guide? Marketing Funnel Roadmap Job Description

Evaluating Hosted
CRM Guide

Importance of Social
CRM Guide

Social CRM Best

Practices Guide

Creating a Business
Blog Guide

Sales & Marketing Data

Quality Workshop
 CRM PROGRAM
Maturity Model

STAGE 2 - Progressive
STAGE 1 - Undefined
No CRM System
Reps Manage Opportunity
Funnel in Excel or Not at All
STAGE 3 - Mature
Contact Database Used
Reps Manage Opportunity
Funnel in Contact Database but
Reporting is Inaccurate
STAGE 4 - World-Class
CRM System Integrated with
Other Business Applications
CRM System in Place
Opportunity Funnel is Accurate,
Reps Manage Opportunity
Ability to Forecast
Funnel in CRM System
Lead Source Tied to Sales to
Lead Sources at Mostly Known
Determine Campaign ROI

Lead Sources Are Unknown
Sales Process Is Not Defined
Success Metrics Are Unknown
and Not Tracked
Opportunity Win Rate Is Less
than 10%
Some Lead Sources Known
Sales Process Defined but Not
Mapped to Buying Process
Success Metrics for Top
Performing Reps Are Known
Opportunity Win Rate Is 10-15%
Sales Process Is Mapped to
Sales Process is Repeatable
Buying Process and Opportunity
and Measurable
Funnel in CRM
Success Metrics Are Managed
Success Metrics Tracked
Closely to Get Reps Performing
Opportunity Win Rate Is 15%+
Opportunity Win Rate is 20%+

Want to rate your organization’s CRM maturity with an interactive tool?

VIEW RESOURCE
Download our CRM Maturity Assessment and get started today!
 1 2 3 4 5 6
Prepare For CRM Program Select a CRM Implement CRM Roll Out the Optimize CRM
CRM Planning System System System Program

Introduction

How to Use this Consulting Methodology What is CRM?

This playbook consists of six stages, each with a description, steps,
and action items. Action items include using our premium tools and
templates. Our intention with this playbook is to help you: The principles, practices, and guidelines that an
organization follows when interacting with its
customers. From the organization’s point of view, this
Understand CRM and identify opportunities to entire relationship not only encompasses the direct
improve your organization’s capabilities
interaction aspect, such as sales and/or service related
processes, but also in the forecasting and analysis of
customer trends and behaviors, which ultimately serve
to enhance the customer’s overall experience.

Evaluate your organization’s readiness to adopt a – Investopedia.

CRM strategy
What Are the Requirements for a Good CRM Platform?

1. Solid Base Functionality (sales, marketing, customer service,

partner relationship management, reporting)

Plan the results of your program and foster an 2. Highly Customizable and Configurable
environment of continuous improvement 3. Easy to Integrate with Third-Party Systems & Applications

CRM PROGRAM 5
 1 2 3 4 5 6
Prepare For CRM Program Select a CRM Implement CRM Roll Out the Optimize CRM
CRM Planning System System System Program

Introduction

CRM PROGRAM
Overview

Marketing Sales Support Partners

Campaign Management Territory Management Self-Service Portal Recruitment

Email Marketing Opportunity Management Web Forms Account Management
Auto-Response Emails Account/Contact Mgmt. Email-to-Case Training
Search Marketing Activity Management Knowledge Management Channel Plans
Lead Management Lead Management Case Management Lead Flow
List Management Forecasting Contact Management Deal Registration
Collateral Management Document Management Activity Management Opportunity Management
Content Production Proposal Management Agent Console Pricing Management
Digital Asset Management Email Templates Call Scripting Communications
Event Management Asset Management Live Chat Performance Management
Surveys & Feedback Compensation Telephony Integration Reporting

Analytics Dashboards & Reports Campaign ROI Data Quality/Integrity Performance Metrics

Integration Finance & ERP Marketing Automation Service & Support Partner Relationships (PRM)

Expansion Mobile Access Offline Access Outlook Integration MS Office Integration

CRM PROGRAM 6
 1 2 3 4 5 6
Prepare For CRM Program Select a CRM Implement CRM Roll Out the Optimize CRM
CRM Planning System System System Program

Introduction

Why Is Effective CRM So Important? Outputs from This Playbook

Stage 1 - Prepare For CRM
Sales & Marketing Alignment Benchmark Report Readiness Assessment, Assess Alignment, Customer
Survey, Customer Profiles
SALES &
MARKETING
ALIGNMENT Stage 2 - CRM Program Planning
BENCHMARK V IVEI W
E WR ER SE O
SOUR
UCRE
CE Strategy Scorecard, Prioritization, Project Schedule,
REPORT Requirements, Business Case
Benchmark Report
Stage 3 - Select a CRM System
CRM System RFP, CRM Vendor Shortlist, CRM Vendor
of respondents that reported getting most of the benefits Evaluation & Selection
of their sales/CRM systems achieved their revenue goals,
80% compared to just 50% for those organizations receiving only
Stage 4 - Implement CRM System
‘some’ benefits from their sales/CRM systems.
CRM RFP, Business Process Maps, Data Migration, System
Configuration

or more of the firms who report getting most or all the benefits
89% from their marketing systems achieved their revenue goals. Stage 5 - Roll-Out the System
CRM Admin Job Description, Training Plan, User Guide or
Playbook

of respondents who said their sales/CRM and marketing

Stage 6 - Optimize CRM Program
80% systems are highly integrated achieved their revenue goals,
CRM Metrics Dashboard, CRM Maturity Assessment
while only 36% of those who report no integration made theirs.

CRM PROGRAM 7
 CRM PROGRAM

STAGE 1

Prepare For CRM

In Stage 1, you will focus your efforts around understanding CRM best practices, determining your
readiness for a CRM project, assessing Sales & Marketing Alignment, building customer profiles,
and identifying the current level of customer satisfaction.
Key steps in this stage include:

STEP 1: Learn CRM Best Practices

STEP 2: Conduct a CRM Readiness Assessment
STEP 3: Assess Sales & Marketing Alignment
STEP 4: Build Customer Profiles
STEP 5: Gauge Customer Satisfaction Level
 2 3 4 5 6
Introduction
1 CRM Program Select a CRM Implement CRM Roll Out the Optimize CRM
Planning System System System Program
Prepare For
CRM

STEP 1 STEP 2
Learn CRM and Social CRM Best Practices Conduct a CRM Readiness Assessment

Action Item Action Item

Read the Develop Customer-Centricity with CRM and Use the CRM Readiness Assessment to identify your
The Importance of Social CRM How-to Guides to get up organizations’ preparedness to create and implement a CRM
to speed on current thinking about how to implement a business strategy and system.
modern CRM program.

DEVELOP
CUSTOMER-
CENTRICITY VIEW RESOURCE VIEW RESOURCE
WITH CRM
How-to Guide

What is Social CRM? Areas of the readiness assessment include:

“Social CRM is a philosophy and a business strategy, supported Senior Management Commitment
by a technology platform, business rules, workflow, processes Alignment with Goals & Objectives
and social characteristics, designed to engage the customer in
Level of Process Maturity & Documentation
a collaborative conversation in order to provide mutually bene-
Data Management & Accuracy
ficial value in a trusted and transparent business environment.
It’s the company’s response to the customer’s ownership of the Customer-Centricity
conversation.” – Paul Greenberg System Training & Support

CRM PROGRAM 9
 2 3 4 5 6
Introduction
1 CRM Program Select a CRM Implement CRM Roll Out the Optimize CRM
Planning System System System Program
Prepare For
CRM

STEP 3 STEP 4
Assess Sales & Marketing Alignment Build Customer Profiles

Action Item Action Item

Use the Sales & Marketing Alignment Tool to identify Use the Customer Profile Tool to personify your key
existing alignment, issues, and opportunities to improve types of customers that you envision organizing your CRM
alignment between the Sales and Marketing departments. strategy and system around.

VIEW RESOURCE VIEW RESOURCE

Sections of the assessment tool include: Why is profiling customers so important?

Organizational Relationships Organization of Sales Teams Around Market Segments
Metrics & Value Measurement Measuring Profitability of Specific Customer Segments
Lead Generation & Pipeline Management Ensuring Alignment of Resources with Customer Needs
Culture Training Sales & Service Reps on Customer Requirements
Systems & Technology Identifying Demographics, Psychographics & Behaviors
Messaging & Materials Roles for End User, Technical Evaluator, Economic Buyer

CRM PROGRAM 10
 2 3 4 5 6
Introduction
1 CRM Program Select a CRM Implement CRM Roll Out the Optimize CRM
Planning System System System Program
Prepare For
CRM

STEP 5
Gauge Customer Satisfaction Level

Action Item

Use the Customer Satisfaction Survey to get a baseline

understanding of your existing customer satisfaction levels
before you start the CRM project so you can measure improve-
ment later.

VIEW RESOURCE

What aspects of customer satisfaction will be measured?

Buying Process & Value Proposition
Products & Services
Strategic Direction
Customer Service & Support
Website/Customer Portal
Brand Preferences

CRM PROGRAM 11
 CRM PROGRAM

STAGE 2

CRM Program Planning

In Stage 2, you will work with your team to plan, prioritize, and get formal approval for investment in
a CRM program. You will perform the following actions build a CRM program plan:

STEP 1: Create a CRM Program Strategy Scorecard

STEP 2: Prioritize CRM Programs & Integrations
STEP 3: Develop a CRM Requirements Roadmap
STEP 4: Write a CRM Project Charter
STEP 5: Define CRM Project Schedule
STEP 6: Build a CRM Business Case
 1 3 4 5 6
Introduction Prepare For
2 Select a CRM Implement CRM Roll Out the Optimize CRM
CRM System System System Program
CRM Program
Planning

STEP 1 STEP 2
Create a CRM Program Strategy Scorecard Prioritize CRM Programs & Integrations

Action Item Action Item

Use our CRM Program Strategy Scorecard to provide Use our CRM Program Prioritization Tool to evaluate CRM
senior management with a one-page document that programs and integrations and identify which programs
clearly outlines your plan of attack. and integrations your organization should focus on first.

VIEW RESOURCE VIEW RESOURCE

Key information to include in scorecard: How will programs be evaluated?

Objectives Metrics & KPIs Strategic Fit
Programs & Initiatives Timeframes and Goals Economic Impact
Feasibility
Tip: For more in-depth project management tools, use our
Project Management Playbook & Toolkit

CRM PROGRAM 13
 1 3 4 5 6
Introduction Prepare For
2 Select a CRM Implement CRM Roll Out the Optimize CRM
CRM System System System Program
CRM Program
Planning

STEP 3 STEP 4
Develop a CRM Requirements Roadmap Write a CRM Project Charter

Action Item Action Item

Use our CRM Requirements Roadmap to define your Use the CRM Project Charter to plan project deliverables,
current requirements and plan for CRM platform system scope of work, and duration; estimate timelines; and define
integrations and requirements that are deemed “nice-to resource roles required, plus establish contingencies.
have” over a 3 year period.

VIEW RESOURCE VIEW RESOURCE

Why is building a CRM Roadmap a critical exercise? Sections of your project charter should include:
Scope – it can take years to integrate all customer systems Project Overview Project Stakeholders
Resources – integrations can be very costly Description Communications Plan
Focus – It’s easy to get distracted with multiple integrations Key Success Factors Decision Rights
Momentum – It’s better to build functionality incrementally Risk Identification Approval
Quick Wins – CRM projects often fail to add value quickly

CRM PROGRAM 14
 1 3 4 5 6
Introduction Prepare For
2 Select a CRM Implement CRM Roll Out the Optimize CRM
CRM System System System Program
CRM Program
Planning

STEP 5 STEP 6
Define CRM Project Schedule Build a CRM Business Case

Action Item Action Item

Use the CRM Project Schedule to plan project delivera- Use the CRM Business Case to convince senior manage-
bles, scope of work, duration, estimate timelines, define ment that pursuing a CRM program makes financial sense
resource roles required and contingencies. for the organization.

VIEW RESOURCE VIEW RESOURCE

Sections to include in your project schedule: Sections of your business case should include:
Milestones End Date Executive Summary
Task Deliverables Predecessors Opportunity Overview & Key Success Factors
Duration Resource Roles Assumptions & Decision Making Criteria
Start Date Business Impact Analysis
Risks & Contingency Plans
Recommendations

CRM PROGRAM 15
 CRM PROGRAM

STAGE 3

Select a CRM System

In Stage 3, you will determine whether it makes more sense to implement an on-premise or
hosted CRM system, develop an RFP and invite your shortlist of potential CRM vendors to demo
their software capabilities, and conduct a fair evaluation of each system based on your key
requirements.
Key activities for this Stage:

STEP 1: Learn About Benefits of Hosted CRM

STEP 2: Research Potential Vendor to Shortlist
STEP 3: Create a CRM System RFP & Invite Bids
STEP 4: Evaluate CRM Vendors from Shortlist
 1 2 4 5 6
Introduction Prepare For CRM Program
3 Implement CRM Roll Out the Optimize CRM
CRM Planning System System Program
Select a CRM
System

STEP 1 STEP 2
Learn About Benefits of Hosted CRM Research Potential Vendors to Shortlist

Action Item Action Item

Read our How-to Guide: Evaluating Hosted CRM to learn Contact Demand Metric to get an unbiased opinion on which
more about why organizations are increasingly consid- vendors to consider for your shortlist, or conduct research
ering and implementing hosted or cloud-based CRM independently to build a shortlist of 4-6 vendors to evaluate.
systems.

EVALUATING
HOSTED CRM VIEW RESOURCE VIEW WEBSITE
How-to Guide

What is a ‘Hosted’ or ‘Cloud-based’ system?: Where can you find good technology research on CRM?
Software-as-a-Service (SaaS) Model Info-Tech Research Group is a technology research firm that is
Subscription-Based Pricing very well respected in the industry and is the firm where many
of Demand Metric’s senior leaders started their careers in the
Database Hosted by Vendor Analyst industry. Info-Tech has an excellent set of research and
Accessible Online from Any Internet Connection tools for CRM vendor selection for both Small Businesses and
Has an API to Integrate Third-Party Systems Large Enterprises.
Often Offer Month-to-Month Contracts

CRM PROGRAM 17
 1 2 4 5 6
Introduction Prepare For CRM Program
3 Implement CRM Roll Out the Optimize CRM
CRM Planning System System Program
Select a CRM
System

STEP 3 STEP 4
Create a CRM System RFP & Invite Bids Evaluate CRM Vendors from Shortlist

Action Item Action Item

Use the CRM System RFP Template to document your Use the CRM Vendor Evaluation Matrix to compare,
requirements for a CRM system and then send this to your evaluate, and select the CRM system vendor that is the
shortlist of potential partners to get some proposals. best fit to deliver on your unique requiremets.

VIEW RESOURCE VIEW RESOURCE

What goes inside a request for proposal (RFP)? Sections of the vendor evaluation include:
Company Information General Requirements
Statement of Work Technical Requirements
Proposal Submission Procedure Contact Management
Score of Work & Requirements Customer Service & Support
Estimated Budgets Marketing

CRM PROGRAM 18
 CRM PROGRAM

STAGE 4

Implement CRM System

To this point, you have built organization buy-in for a CRM program and budget, defined your CRM
requirements, and selected a CRM system. Now its time to implement and configure the CRM
system for your needs, and complete any systems integrations that will be performed in the first
phase.
In this Stage you will need to:

STEP 1: Contract a CRM Consultant

STEP 2: Prepare & Migrate Business Data
STEP 3: Map Business Processes
STEP 4: Configure CRM System
STEP 5: Integrate Third-Party Systems
 1 2 3 5 6
Introduction Prepare For CRM Program Select a CRM
4 Roll Out the Optimize CRM
CRM Planning System System Program
Implement
CRM System

STEP 1 STEP 2
Contract a CRM Consultant Prepare & Migrate Business Data

Action Item Action Item

Contact Demand Metric for help or use the CRM
Consulting Services RFP Template to outline the services
you will require to implement the CRM system you have
selected.
Export data from existing systems, spreadsheets, and other
data sources into a file that you can de-duplicate, cleanse, and
prepare for importing into your new CRM system.
Why is Data Quality so crucial?

Adoption – Sales reps hesitate to use a new system when

VIEW RESOURCE
Other key resources might include:
Experience – How many CRMs has your team
implemented?
Focus – Be able to pull cross-functional team together.
Unbiased – Consultants are not “too close” to the business.
Politics – Good consultants can even the playing field for
decisions that need to be made amongyour team.
Avoiding Pitfalls – CRM can be very complex.
their confidence in the data is low.
Customer Service – Calling an existing customer to sell them
again can easily happen with duplicate data and results in an
embarrassing situation for the sales rep and a customer who
loses confidence in your organization.
Efficiency – Having complete data records saves sales &
customer service reps hours of time from researching online
to find up-to-date phone numbers, job titles, addresses, etc.
Reporting Accuracy – Without accurate data, you cannot
build accurate reports that senior management need to
make business decisions.

CRM PROGRAM 20
 1 2 3 5 6
Introduction Prepare For CRM Program Select a CRM
4 Roll Out the Optimize CRM
CRM Planning System System Program
Implement
CRM System

STEP 3 STEP 4
Map Business Processes Configure CRM System

Action Item Action Item

Use the Lead Qualification Process Diagram to map out Configure your CRM system to include custom data fields
your business process and workflows for allocating leads for your leads, accounts, and opportunities; then build
to sales reps. custom views, workflows, and reports for senior manage-
ment to gain visibility.

What needs to be configured?

VIEW RESOURCE
What other business processes need to be mapped out?
Customer Service – How will you use your CRM system to
document customer service & support requests?
Finance & Billing – Will you integrate your financial system
with your CRM? If so, how will that process work?
Marketing – Do you have a marketing automation system
for lead scoring & nurturing? How will that tie into the CRM?
Leads – How do you define a lead? What data do you collect
on new prospects?
Accounts – What data points do you collect on your customer
accounts? Do you have various Account types?
Opportunities – What products & services are you selling?
What are the stages in your sales process?
Views – Do you have a business cycle that requires Account
Managers to view accounts at certain intervals?
Reports – What does senior management want to see in a
dashboard?
Workflows – How will you ensure that data is accurate and
updates to the system have proper approvals?

CRM PROGRAM 21
 1 2 3 5 6
Introduction Prepare For CRM Program Select a CRM
4 Roll Out the Optimize CRM
CRM Planning System System Program
Implement
CRM System

STEP 5
Integrate Third-Party Systems

Action Item

Based on your CRM Requirements Roadmap, start the

process of integrating third-party systems and applications
that you have slated for the first phase of deployment.

VIEW RESOURCE

What system can you integrate into your CRM platform?

Marketing Automation Quote/Proposal Management
Financial Systems & ERP De-Duplication
Subscription Billing Online Community
Customer Support/ Enterprise Feedback
Helpdesk Management
Website Event Management
Lead & Account Data Data Analytics

CRM PROGRAM 22
 CRM PROGRAM

STAGE 5

Roll-Out the System

In Stage 5, you will focus on rolling out the system to various user groups and ensuring that everyone
in your organization is comfortable adding data and generating reports from the system. It is crucial that
you identify a “power-user” to administer and police your CRM system to ensure it doesn’t become a
data nightmare and a system that business users stop using.
Your key activities in this Stage include:

STEP 1: Define CRM Admin Responsibilities

STEP 2: Train Sales & Support Staff
STEP 3: Train Marketing Staff
STEP 4: Train Senior Management
 1 2 3 4 6
Introduction Prepare For CRM Program Select a CRM Implement CRM
5 Optimize CRM
CRM Planning System System Program
Roll Out the
System

STEP 1 STEP 2
Define CRM Admin Responsibilities Train Sales & Support Staff

Action Item Action Item

Use the CRM Administrator Job Description to define Use the Sales Playbook Template or build a user guide and
the specific role and responsibilities for CRM administra- training manual to document, with screenshots, how sales
tion and policing. Next, hire or formally move an internal and support users are to update the CRM system following
resource into the position. client interactions.

SALES
VIEW RESOURCE PLAYBOOK VIEW RESOURCE
Template

What are some of the CRM Admin’s key functions?
Train Business Users on Using the System
Building Custom Reports
Assisting with Third-Party System Integrations
Ensure Accuracy of Data in the System
Measuring Adoption Rates of Users
Configuring System as Required
CRM System Roll-Out Timeframes:
Weeks 1-2 – Roll out to a Pilot Group of Users
Week 3 – Update CRM Based on User Feedback
Week 4 – Roll out to All Users
Week 6 – Update CRM Based on User Feedback
Week 7 – Identify User Adoption Rates
Week 8 – Ensure All Users Have Adopted System

CRM PROGRAM 24
 1 2 3 4 6
Introduction Prepare For CRM Program Select a CRM Implement CRM
5 Optimize CRM
CRM Planning System System Program
Roll-Out the
System

STEP 3 STEP 4
Train Marketing Staff Train Senior Management

Action Item Action Item

Show Marketing users how to execute campaigns with Train senior managers on how to view and build custom
the new CRM system, and ensure they understand how reports, dashboards, and forecasts to provide them with
to import new leads and accounts without creating dupli- visibility into the sales pipeline and customer account base.
cates in the system.

Important training points for Marketing users:
Lead Source – how to tag leads by first touch campaign to
track ROI on marketing campaign investments
Campaigns – how to track opportunities generated and won
to determine cost per customer and ROI
Email Templates – how to configure/build standardized email
templates for the sales reps to use
Importing Leads – how to import new records into the system
correctly to ensure no duplicates are created
Data Updating – how to update existing records in the system
with additional data such as employee/revenue size
Lead Qualification & Allocation – how to properly qualify and
allocate leads systematically with a repeatable process
Common reports & dashboards to build for senior management:
Opportunities – stuck opportunities, sales to date vs. last
month/year, opportunity pipeline, opportunities by product
Accounts – customer segments, size, industries, geographic
locations, new accounts, partner accounts
Leads – leads by source, lead status, lead history, leads with
no recent activity
Sales – sales by partners, sales by reps, sales by lead source,
sales by account
Support – total open cases by agent, total cases created, solu-
tion history report, cases with solutions
Campaigns – campaign ROI analysis, campaign revenue,
campaign leads

CRM PROGRAM 25
 CRM PROGRAM

STAGE 6

Optimize CRM Program

Now that you have implemented your CRM program and system, you need to measure success and look
for ways to continue improving your operations and CRM maturity.
In this Stage you will:

STEP 1: Build a CRM Program Metrics Dashboard

STEP 2: Perform a CRM Maturity Assessment
 1 2 3 4 5
Introduction Prepare For CRM Program Select a CRM Implement CRM Roll-Out the
6
CRM Planning System System System
Optimize CRM
Program

STEP 1 STEP 2
Build a CRM Program Metrics Dashboard Perform a CRM Maturity Assessment

Action Item Action Item

Use the CRM Program Metrics Dashboard to track your Use the CRM Maturity Assessment to identify how well
metrics from your CRM program to generate a dashboard your CRM program is progressing and identify areas to
of charts for communication and reporting. improve your operations.

VIEW RESOURCE VIEW RESOURCE

Following are some key metrics you want to analyze: This assessment evaluates the following success drivers:
Net New Customers Data Integration Business Intelligence
Customer Retention Rate Customer-Centricity CRM Analytics
Database Size Business Goal Alignment Touch-Point Integration
CRM Adoption Rate Customer Satisfaction Process Maturity
Customer Strategy User Training/Support
Knowledge Creation User Adoption

CRM PROGRAM 27
CRM PROGRAM

Conclusion
At the end of any project, it’s always a good idea to review it and identify
areas for improvement.

Demand Metric has the tools and expertise to help you build an effective
CRM program:
Create or audit your existing CRM strategy plan and systems
Assist with using any of the tools referenced in this playbook
Provide hands-on marketing assistance to accelerate achieving your
marketing department’s goals.

To learn more, contact Demand Metric: info@demandmetric.com

 CRM PROGRAM

About This Playbook

Demand Metric is a marketing research and advisory
firm serving a membership community of over 106,000
marketing professionals and consultants in 75 countries.

Offering consulting playbooks, advisory services, and

500+ premium marketing tools and templates, Demand
Metric resources and expertise help the marketing
community plan more efficiently and effectively, answer
the difficult questions about their work with authority and
conviction, and complete marketing projects more quickly
and with greater confidence — thus boosting the respect
of the marketing team and making it easier to justify
resources the team needs to succeed.

To learn more about Demand Metric, please visit

www.demandmetric.com
 © Demand Metric Research Corporation.
All Rights Reserved.

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