Do you want to know how to maximize the return of investment in a CRM system? Are you interested to find out how to truly use a CRM system to its full potential and how you can benefit from doing so? Then watch our next webinar, during which our Managing Director David Goad will share with you top tips on how to maximize the ROI of a CRM investment. David has been involved in more than 200 Business Application Implementations and was one of the contributing authors of the proven project management methodology recommended by Microsoft – Dynamics Sure Step. He will use his vast experience and project management knowledge to provide you with valuable insights about how to select your new CRM, how to prepare for CRM deployment projects and what to do during and after the project to maximize the results from your investment.

1. eSavvy Live Webinars
Top 5+1 Tips of How to Maximize the ROI
of a CRM Investment
David Goad
Managing Director, eSavvy
www.eSavvy.com.au

2. Introductions
David Goad
Managing Director in eSavvy
• 25 Years of Experience with 15 in IT
• 4 Years Leading eSavvy
• 6 Years with Microsoft selling and delivery Dynamics based
solutions
• 5 Years with BearingPoint/ KPMG Consulting
• Rest of my experience in industry
• Previous experience with Siebel, SAP, Oracle and People Soft

3. Who is eSavvy?
A Specialist in Microsoft Dynamics CRM. We are a
Gold certified partner.
Recognised for our expertise. We
recently won WW partner of the year.
Experienced in more than 200 plus Deployments. eSavvy
has worked with a number of major accounts.
Leaders in CRM deployment methodology. We teach other partners
in it’s use.
Satisfied Customers is our goal. 100% of our
customers surveyed said they would refer us.

4. Top 5+1 Tips of How To Maximize ROI of a CRM Investment
Agenda
#1 Develop a plan before you start any CRM deployment project
#2 Set good Objectives and Targets for your Business Applications Deployment
#3 Use a Project Management Methodology
#4 Increase adaptability and usability of the new system with effective change management strategies
#5 Revisit the original business frequently through the selection process and then the deployment
Bonus Topic: Maximize ROI by Selecting the Right CRM Product in the First Place – Avoid
Commons Mistakes in CRM Software Selection

5. Setting the Scene

6. A recent study indicated that
the deployment of Microsoft
Dynamics CRM delivers an
average ROI of 243%*
*Source: Forrester Total Economic Impact Study (http://www.microsoft.com/en-us/news/presskits/dynamics/docs/mstei.pdf )
"Image courtesy of Feelart/ FreeDigitalPhotos.net".

7. Yet some users of CRM
systems will not get what
they bargained for…
"Image courtesy of stockimages / FreeDigitalPhotos.net".

8. Tip #1
Develop a plan before you start any CRM Selection or
Deployment Process

9. Your Plan for the Software Selection
Development of a successful software selection plan can be found by answering
these basic questions ...
• What is the software selection process? (RFT, Demo, POC)
• Who needs to be involved?
• Who will write the Business Case?
• Who will write the Functionality Requirements derived from the Business Case?
• How will you compare the software you are looking at against those requirements
(analytical analysis, focus group)?
• Who will approve the selection?

10. Your Plan for the Software Deployment
Development of a successful software deployment plan can be found by answering
some of these basic questions ...
• Who will be involved?
• How many phases? How long will the phases be?
• Which department will go first? Which department will go last?
• What tasks are you going to do internally? What are you asking a Systems
Integrator to do?
• Have you included Business Process Analysis and Design and User Acceptance
Testing in your Plan? Who will do the training? Who will be responsible for these?
• How will you manage the process change?

11. Tip #2
Set good objectives and targets for your business application
based on real business value

12. Conduct “Conditions of Satisfaction Discussions” for
Every Engagement
What are Conditions of Satisfactions:
• A high level discussion conducted at the
beginning of the engagement with the
project sponsor ship and the end
• Business and Results Focused
• Brief but well thought out (four or five
well considered bullet points)
• Revisited throughout the project
particularly at the beginning and the end
• Communicated throughout the project
team
What Conditions of Satisfaction are not:
• A restatement of the SOW, WO or
Functional Requirements
• Technical or activity based
• Discussed and then filed
Conditions of Satisfaction Form

13. Tip #3
Use a Proven Project Management Methodology

14. 69% of respondents who use a
Project Management
Methodology consistently
reported a much lower project
failure rate than those who
didn't*
*Source: http://www.pwc.com/es_CL/cl/publicaciones/assets/insighttrends.pdf

15. Our CRM Implementation Methodology:
Microsoft Sure Step
•
•
•
•
•
•
Sure Step is a CRM selection and deployment
methodology and set of tools developed by Microsoft
Sure Step is based on the Project Management
Institutes PMBOK Standards
It is in it’s fifth release and is designed to scale to any
size of implementation
The team at eSavvy was heavily involved in the
development of the Microsoft Sure Step Methodology
and we instruct other partners in it’s use
Sure Step supports multiple implementation
approaches
It can be found at:
mbs2.microsoft.com/Surestep/default.aspx
“Companies investing in Microsoft Dynamics ERP and CRM should engage with Microsoft
partners who use the Microsoft Dynamics Sure Step implementation methodology. Sure Step
enables customers to reduce deployment cost and risk and accelerate payback.”, Nucleus
Research, October 2009

16. Tip #4
Increase adaptability and usability of the new system with
effective change management strategies

17. The Change Management Cycle
Prepare Me
• Staff Briefings
Help Me
• Fact Sheets
 Work Instructions
• Road Shows
 Quick References
 Business Process
Flows
 Online Support
 Functional Workshops
 Cheat Sheets
 Initial Audience and
Impact Analysis
Results
 Evaluation
Show Me What
To Do
Let Me Do it
Myself
 Instructor
Demonstrations
 Exercises
 Training Systems and
Data
Tell Me What I
Need to Know
The Change Management
Cycle
 Instructor Guides
 Training Classes

18. Tip #5
Revisit the original business case frequently throughout the
Software Selection and Deployment

19. When to Review the Business Case in a Typical Project Life
Cycle
Develop
Business
Case
Project
Approval
Market Scan
and Short
List
RFT
Demo/
Questions
Selection
and
Contracts
Review Project Against Business Case
System
Design
System
Deployment
Post Go-Live
Operations

20. Bonus Tips
Maximize ROI by Selecting the Right CRM Product in the First Place
Avoid Common Mistakes in CRM Software Selection

21. Mistake #1: Too much focus on ‘Functional Fit’
Comparing the “Degree of Functional Fit” between two business applications can be problematic…
A Quiz…
• What is the ideal Degree of Fit when evaluating a
Business Application?
• 50%
• 75%
• 90%
• Doesn’t matter
Vilfredo Federico Damaso Pareto
Pareto’s Rule Applies in that the last 20% of requirements can create 80% of the effort. Two
applications can have the same Degree of Fit but a vastly different effort to get that last 20%. It
also depends on which 20% is missing?
Conclusion: Too much focus on one number and/or “ticking all the boxes” can lead to the wrong conclusion .

22. Mistake #2: Cost estimates based on limited information
• Doing quality services estimation in ERP and CRM consulting is
heavily impacted by the skill and experience of the estimator as
well as the estimation tools they have at their disposal.
• But even the best estimator with the best tools will still produce a
poor quality estimate if they lack information and understanding of
the client’s requirements or have made incorrect assumptions
regarding…
• the client’s resource capabilities;
• preferred project plan; and
• prioritisation of the project around other business activities.
• It is fair to say then that the accuracy of a services estimate is
proportional to the amount of information provided to and
analysed by the consultant before providing the estimate.
The relationship between information
provided and accuracy of estimate
Conclusion: The smart customer designs a process optimised to give potential vendors maximum information and
exposure to your business.

23. Mistake #3: Comparing Apples and Oranges
When comparing two vendor proposals you need to remember that…
• Not all vendor proposals are done on the same or right
assumptions
• Factors that may affect the cost quoted by your systems
integrator…
• When the project will occur and how fast will it be
completed
• The number of phases in the delivery
• How much you plan to do yourself
• The level of documentation you expect
• Another Serious Statistic : It is estimated that
approximately 90% of enterprise system implementations
are delivered late or over budget*. The likely explanation
for this is that most companies don’t fully understand
what the vendor is proposing.
Conclusion: The selection process should make sure that all quotes and proposals are delivered on the same basis.
There are many non-functional factors that may impact what an SI proposes.
*Martin, M., 'An ERP Strategy', Fortune, 2 February 1998, pages 95–97.

24. Mistake #4: References but for what?
In asking vendors for references…
• A typical client seeks references showing the vendor has
worked on similar deployments of a like solution
• What they fail to recognise that the reference demonstrates
that the company has done it before, but doesn’t demonstrate
that the local consultants who will work on your project have
done it before
• Unless a consultancy can demonstrate multiple deployments of
a similar solution in the same geographical area then the
reference is meaningless
Conclusion: Ask to see the consultants references and not the references of the consultancy.

25. Mistake #5: The forgone conclusion
Issues to consider when creating a selection committee and establishing a
selection process….
• Psychologists describe the principal of Closure, whereby the subject tries to
complete the picture put before them by seeking supporting fact or ideas.
For example: the husband who doesn’t like his mother-in-law will always
seek details about how she acts to show she is not a person to be liked.
• Organisations often form an opinion about what is the preferred solution
early on in the selection process and then seek facts to support that
decision.
Conclusion: You need people participating in the selection process who have no preconceptions or preferences.

26. Mistake #6: Not understanding the business case before
selecting a software package…
In evaluating a Business Application you need to understand what is important to you and be careful about being “sold” to…
• This is also known as “Shinny Hubcap Syndrome”
•
Being enticed into buying something you don’t really need just
because it looks good
• Beware of the Salesman utilising a “Flanking” or “Fragmenting”
Strategy
•
Flanking: Changing the customers scope and requirements to fit the
vendors product
•
Fragmenting: Convincing the customer to break the requirements up
so that those that don’t fit the solution are deprioritised
• It all comes back to understanding what functionality and
capabilities will drive benefit for your business... Being able to
answer the question “What features and functionality will really
drive value for my business?”
Conclusion: You need to set the objectives of your business application based on real business value.

27. Top 5+1 Tips of How To Maximize ROI of a CRM Investment
Agenda
#1 Develop a plan before you start any CRM deployment project
#2 Set good Objectives and Targets for your Business Applications Deployment
#3 Use a Project Management Methodology
#4 Increase adaptability and usability of the new system with effective change management strategies
#5 Revisit the original business frequently through the selection process and then the deployment
Bonus Topic: Maximize ROI by Selecting the Right CRM Product in the First Place – Avoid Commons
Mistakes in CRM Software Selection

28. Q&A
Please write your question
in the GTW Questions text
area...

29. Please take a moment to fill out our
5-questions exit survey
THANK YOU!

30. THANK YOU!
1300 799 723
www.eSavvy.com.au
www.eSavvy.com.au
info@esavvy.com.au