CRM Success: Integrating Systems, Scaling Wisely & Driving User Adoption
When it comes to implementing or customizing a CRM platform for a large business, things can get tricky quickly. At Smartbridge, we’ve seen a number of cases where CRM projects could have gone sideways—big time. But the good news? These situations are entirely avoidable when you take the right approach from the start.
The Foundation of CRM Success: Seamless Integration
Your CRM isn’t an island; it’s part of a much larger ecosystem of tools your business depends on—like your ERP, point-of-sale systems, and financial management platforms. Ensuring that your CRM integrates with these core systems is absolutely vital.
As the Managing Director of Salesforce Services at Smartbridge, Venu Kari, puts it: “In my role at Smartbridge, we have seen a number of cases where implementing or customizing a CRM platform for a large or enterprise business could have gone sideways. We were fortunate to anticipate this before it happened because we are a systems integrator for many core business systems – ERP, Point of Sales systems, Financial Management Systems, etc. It’s vital to ensure that any new or acquired CRM platform is capable of integrating with other core business systems before you deploy it. Integration capabilities need to be fully vetted.”
Start by asking the right questions:
Without clear answers to these questions, you run the risk of a siloed CRM—one that separates critical data from operations, accounting, and support teams. That’s a situation no business wants to be in.
CRM Success means integrating Salesforce with all core business systems
Right-Sized CRM: Avoiding Overbuying While Planning for Growth
It’s easy to get carried away with all the bells and whistles when choosing a CRM. Who wouldn’t want every feature under the sun? But here’s the reality: buying more than you need can lead to big headaches and higher costs.
Instead, focus on the features you need today, while keeping scalability in mind. As Kari emphasized:
“When selecting a CRM that is the best fit for your needs, it’s easy to ‘over buy’ and get more features and functionality than you need at the time. That can be costly! It’s important to know that you may need those features as you grow, so be sure you can scale up easily with the platform you choose, but work your way towards it first. Having to wade through unnecessary features will overwhelm any in-house or beginner CRM admins you might be relying on, and dissuade marketing and sales people from using it.”
Remember: a CRM that grows with your business is a powerful asset. But trying to manage features you’re not ready for? That’s a recipe for frustration.
Maximize Value Through User Adoption
Even the most feature-packed, well-integrated CRM is only as good as how your team uses it. Without consistent user adoption, you won’t get the ROI you’re looking for.
At Smartbridge, we live by a simple motto:
“If it doesn’t exist in CRM, it didn’t happen.”
This philosophy keeps everyone—from sales to marketing—on the same page. Here’s how you can encourage adoption:
The more your team engages with the CRM, the more insights you’ll have to make data-driven decisions and improve customer relationships.
Partnering for Long-Term CRM Success
At the end of the day, a CRM is only as good as the planning and strategy behind it. That’s why partnering with a team like Smartbridge, with expertise in systems integration and enterprise solutions, can make all the difference.
Whether you’re selecting a new CRM, upgrading your current system, or ensuring integration with your existing tools, we’re here to help. Let’s work together to avoid the pitfalls, streamline your processes, and create a CRM solution that grows with you.
Consulting Partner
Managed Services Provider
Keep Reading: 3 Steps to Reduce Salesforce Technical Debt
Looking for more on Salesforce?
Explore more insights and expertise at smartbridge.com/salesforce
There’s more to explore at Smartbridge.com!
Sign up to be notified when we publish articles, news, videos and more!
Other ways to
follow us:
