Marc Satin & Robyn Betts Enrollment Rx Babson College
@EnrollmentRx | #hesummit
Orchestrating a Successful CRM Implementation
Marc Benioff Chairman & CEO
Orchestrating a Successful CRM Implementation
First Last Name Title
Foundation Pres – PowerPoint Template – 16x9 FY14.pptx
Marc Benioff Chairman & CEO
About Enrollment Rx, LLC
First Last Name Title
Foundation Pres – PowerPoint Template – 16x9 FY14.pptx
• Founded in 2008, Deep Domain Expertise • Focus Exclusively on salesforce.com for Higher Education
• “Higher Ed App” and Toolkit built on the Salesforce platform • Gold Sponsor of the Higher Ed Summit
Marc Benioff Chairman & CEO
We Help Institutions of all size
First Last Name Title
Foundation Pres – PowerPoint Template – 16x9 FY14.pptx
The Babson Story
The Project
Graduate Admissions
Graduate Marketing
How it started
• “Can’t Report Accurately” • “No System!” • “Can’t Track What We Want To!” • Prospective experience disjointed and
inconsistent
Symptoms of Underlying Issues Visible First in Technology Layer
We Need A New System!
So, did you get a new system?
This was about a lot more than just technology
Challenge: This isn’t just an IT project!
Preparing for the Project
We are all in agreement, then
Define the problem you are trying to solve
Define Success!
Project Charter - Formal documentation of project goals, approach, and success criteria
Define the problem out loud
Know what “good” looks like
Get agreement
Team, Project Governance, Communication
Set up Standing Meetings
Have Sponsors
Have a Strong Project Manager
Report Out Weekly
Define Roles and Responsibilities –
Out Loud!
All that before even starting?
Wait, all that before even selecting a tool?
Ensures that you are all on the same page
Perform Business Process Analysis
40+ PEOPLE INVOLVED
12+ PROCESS REVIEWS
35+ DOCUMENTS
We Need A New System!
Way of Working
We know our business
We don’t know CRM
Find a partner that knows both
Communicate Broadly
“What’s in it for me?”
Celebrate Improvements Early and Often
Champions for Change
Find the squeaky wheels
Set Up SYSTEM Governance Early On
Leave Enough Time!
– Build in time for chartering process – Build in time for contract negotiation across multiple vendors
– Don’t skimp on testing!
Babson took 18 months to select and implement
A Helpful Framework
Establish Urgency “Burning Platform”
Build Guiding Team
Get the Right Vision
Communicate for Buy-In
Empower Action
Create Short-Term Wins
Don’t Let Up Make it Stick
Declining Enrollment;
Bad Prospective Experience
Project Team / Sponsors / Chartering!
Business Process Mapping
Pain Points / Opportunities
Governance Team / Training / Sponsor
Accountability
Starting with Strategy / KPIs
Kotter’s 8-Step Change Model
Orchestrating A Successful CRM Implementation
1. Define your problem
2. Define Success
3. Create Your Project and Communication Structure
4. Perform Business Process Analysis
5. Find the Right Partner
6. Communicate Broadly
7. Create System Governance EARLY
8. Leave More Time Than You Think!
Thank you!
Robyn Betts Director, Project Management Office Babson College [email protected] Marc Satin, Chief Operating Officer Enrollment Rx [email protected]
