Michael Hanna of Hanna Strategy presents best practices for CRM implementation and adoption in this RingLead webinar.

1. How to Inspire CRM
Adoption
Speaker: Michael Hanna
President, Hanna Strategy Group
Host: Amanda Nelson
Director or Marketing, RingLead

2. 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

3. Agenda
1. Adoption vs. Compliance
2. CRM Adoption Model
3. What Influences Adoption
4. Before You Launch
Creating a Sense of Ownership
5. How You Launch
Creating a Sense of Empowerment
6. After You Launch
Creating a Sense of Accountability
7. Questions

4. 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.

5. Adoption vs. Compliance
ADOPTION
It’s mine.
I want to.
I’m motivated.
I am trusted.
It will help me
succeed.
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.

6. CRM Adoption Model
PEOPLE CADENCE TECHNOLOGY
HABITS
Day to Day Consistency
PROCESS
Rep to Rep Consistency
INTEGRATION
System to System Consistency
Willing Sales
Users
Culture of
Accountability
Excellent CRM
Configuration
High Quality
Data

7. CRM Adoption Model
Visibility that enables continuous sales improvement

8. What Influences Adoption
60%
After you launch
30%
10%
Before you launch
30%
10%
60%
Most Companies
How you launch Before you launch
Highest Adoption Companies
After you launch How you launch

9. What Influences Adoption
Before You Launch How You Launch After You Launch
Create a Sense of
Ownership
Create a Sense of
Empowerment
Create a Sense of
Accountability
Empowerment without ownership leads to neglect (passive).
Accountability without empowerment leads to resistance (active).

10. Before You Launch
Creating a Sense of Ownership

11. 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.

12. How You Launch
Creating a Sense of Empowerment

13. 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 they
are actually working on).
• Have committee members present certain
modules to their peers.
• Review reports and dashboards.

14. 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.

15. After You Launch
Creating a Sense of Accountability

16. 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

17. 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.

18. Agenda
1. Adoption vs. Compliance
2. CRM Adoption Model
3. What Influences Adoption
4. Before You Launch
Creating a Sense of Ownership
5. How You Launch
Creating a Sense of Empowerment
6. After You Launch
Creating a Sense of Accountability
7. Questions

19. Questions

20. 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