1st Step in a CRM Strategy

The first step in the strategy process is to identify the problem at hand. While it may seem straightforward, it requires careful consideration.

When engaging stakeholders, it is common for them to express initial concerns without delving deeper. They may mention issues such as a lack of trust in the data, usability challenges, or an excessive number of fields. However, it is essential to go beyond these surface-level symptoms and truly understand the underlying strategic problems.

To effectively explore these symptoms, a technique called the 5 Whys can be employed, particularly in the realm of CRM strategy. Let's use the example mentioned earlier:

"I can't trust the data in Salesforce."

Q: Why is there a lack of trust in the data?

A: The opportunity data does not accurately reflect the pipeline.

Q: Why doesn't the opportunity data reflect the pipeline?

A: Sales representatives are not consistently updating the sales stage.

Q: Why are sales representatives not updating the sales stage?

A: There is uncertainty regarding when to transition it to the appropriate stage.

Q: Why is there uncertainty?

A: Changes were made to the stage requirements, but Salesforce was not updated accordingly.

Q: Why was Salesforce not configured to reflect the new process?

A: The changes were not effectively communicated to the person responsible for managing Salesforce.

As a result, the lack of trust in the data stems from inadequate communication and alignment with the Salesforce manager. That is a strategic problem.

Explore the application of the 5 Whys technique within your organization. It may lead to the identification of a different underlying "problem" than initially presumed. Shedding light on these strategic issues is vital for progress.