6 мин.
Автор: Pavel Yakovenko

How to prepare for CRM implementation? 5 practical recommendations

Practically no one actually prepares for CRM implementation, but correct preparation is at least 50% of successful implementation.

If you say in one phrase about what should be done before implementing a CRM, this phrase will sound like “Realize and structure the sales process in your head.” And in order not to forget, just write it down in the format that we offer you.

1. Scaling plans.

Write down the projected scale of the sales process. In preparation for introducing CRM, such indicators help to select the class of the CRM system. Since there is no point in changing the CRM system a year after implementation, you must immediately choose a solution with a margin for your scale, at least for the next 2 years.

Put the goals in the table:

Please note that the Sales volume indicator is not needed here. It is undoubtedly essential for business, but not for choosing a class of CRM system.

2. KPI.

Describe the KPIs (Key Performance Indicators) that will help you manage your sales. One of the key goals of automation is the ability to build analytics for making rational management decisions. Create a list of criteria by which you would like to measure the productivity of your team and business. Set periods and aspects of control for each KPI. KPIs can either reflect the result (Sales volume) or the progress (Number of meetings, Number of calls).


3. Routine tasks.

Another key goal of automating the sales process is to increase the time sales managers spend communicating with the customer. To do this, you need to automate all routine operations. Sending standard contracts, template letters, invoicing, control of receipt of payment, notifying the client about events, generating reports, etc. These are examples of routine tasks that, as a rule, can be performed without or with minimal involvement of the sales manager.

Collect all the routine operations of your sales department in the following table:


This analysis will help you realize how much time you can free up for communication with customers and new sales!

4. Stages of the funnel.

Describe the typical stages of a deal in your business. We recommend choosing names that will hint you about how close the deal is to successful completion.

For example, the correct name of the stages: “First contact”, “Presentation”, “Preparation of the commercial proposal”.

Incorrect stage names: “Call back”, “Contact later”.

Describe not just the stages but the conditions for the transition to each of them and the desired actions during the transition. Do it in the following format (change the stages to suit your sales process):

It is not an easy task, and it may take more than one hour. Sometimes it may require the involvement of consultants to build a sales process. But if you’ve described your funnel, then most of the work has been done.

5. Integrations.

A business is a complex organism consisting of many ecosystems that must be linked together in one control center to achieve full automation. Perhaps, you already use some IT systems in your business. As a rule, these are:

  • Company website/landing page
  • IP telephony
  • Financial and/or warehouse accounting system
  • SMS/Viber mailing
  • Email newsletter service
  • Chatbots

You need to create a list of all systems used in the company and add those you would like to implement for maximum automation of the sales process.

Do it in the following format:

When choosing a CRM, information about the necessary integrations will allow you to quickly select only those that can be integrated with your systems and set requirements for integrators who will introduce CRM.

If you have read to the conclusion, everything written above may seem difficult to you. But you have read it, which means you saw the benefits of structuring the sales process. In fact, structuring the process is not difficult. As soon as you start, you will not even notice how you describe all five sections. Moreover, you have examples and templates for describing.

If now you have decided to do this, please do not postpone it. As practice shows, your fuse will go out tomorrow. The resulting document will help you understand exactly what you want from a CRM system, and any integrator will kiss you for such a systematic description of your “desires”!

Introduce a CRM successfully!


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and a checklist "TOP-10 mistakes at the stage of CRM implementation"

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