AJ-20:Improve Your ROI with CRM: Tips and Tricks from the Field

Megan R. Miller, CPSM | Deltek

About MeRecovering Marketing Coordinator

» 11 years in AEC industry

» Self-taught CRM guru

15+ year SMPS member

» Past President of Greater Cincinnati SMPS Chapter

» CPSM

At Deltek

» Product Marketing Manager for A&E solutions

» Lead Deltek A&E Clarity Survey & Report

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Today’s Agenda» Where are you in your CRM journey?

» Top challenges with CRM and adoption

» Mapping Your Client Relationship Process

» How to Get CRM Buy-In

» Improving ROI with CRM

» Where do I begin?

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Questions

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What is your top challenge with CRM?

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1. Getting others to use it

2. Inaccurate/outdated information

3. No clear plan for how/when to use CRM

4. Only using a limited amount of CRM functionality

5. Reporting and metrics

6. Too many fields and too much information

What is your level of CRM experience?

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» Just getting started or don’t know where to start

» I know enough to be dangerous

» CRM guru

Where Are You in Your CRM Journey?

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Top Challenges with CRM

Top Challenges with CRM» Unclear goals and objectives

» No defined processes

» Limited accessibility

» Lack of ownership

» User adoption

» Dirty data

» No accountability

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Mapping the Client Relationship Management Process

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Your Client Relationship Management Solution

What are your goals?

What are your

needs?

Where are your gaps?

Who needs to get on board?

Think Like Your Team

What is critical?What is

important? Who needs to be involved?

What is important to

them?

How can you turn the stick into a carrot?

How can you make it as easy as possible for

them?

What will they get out of it?

What do they need to stay motivated?

Who can help?

FIND

QUALIFY

MANAGE

PIPELINE

DELIVER

WIN

PROPOSE

How to Get CRM Buy-In

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What’s in it for me?!

» Customize dashboard for business development

» Show pipeline report

» Automate reporting

» Share successes

» Leverage Outlook and mobile app

» Use alerts and notifications to keep them

engaged

Increase CRM Buy-InFrom the Top

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» Keep it simple

» Color coding, field organization, workflows

» Customize dashboards

» Automate reporting to keep opps front and center

» Leverage Outlook and mobile app

» Use alerts and notifications to keep them engaged

» Integrate go/no go directly into CRM

» Pre-populate activities

Increase CRM Buy-InWith PMs

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Increase ROI with CRM

Find Clients & Potential Projects» Are you tracking events and conferences?

» Are you managing your follow-up?

» Are you waiting for the RFP to track the pursuit?

» What market intel are you missing along the way?

» How and where are your pursuits tracked?

» What info do you need?

» Who has access vs. who needs access?

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» What do you know about the client? (Annual budget, locations, client priority, client manager, etc.)

» What is your current relationship? (services provided, bright spots, issues, etc.)

» What are your key initiatives/goals with client?

» Who has a relationship with key contacts from your firm? (relationship tree)

» Minimum number of touchpoints this year?

» What are the strategic projects for this year?

» BUILD IN CRM

Create Client Development Plans

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Create Client Development PlansHow Can CRM Help?

» Create Client Info Fields – Market, Prioritization, Client Manager, etc.

» Create Client Information Tab (annual budget, services provided, additional critical details, goals/initiatives)

» Client/Employee Relationship Tree

» Add Activity Placeholders for the Year

» Strategic opportunities – PUT IN CRM

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Tracking PursuitsHow Can CRM Help?» Review all fields

» Hide, add and organize fields

» Edit field names

» Change drop down options

» CUSTOMIZE

» Leverage mobile

» Empower managers to update anywhere, anytime

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Managing Go/No Go Decisions

» Make go/no go decision via CRM

» Track the supporting data

» Create additional notes field to capture key go/no go details

» Build a go/no go form

» Use alerts to notify team of decisions

» Track notes and use for future decisions

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Managing PipelineHow Can CRM Help?

» How are you reviewing your

pipeline?

» Reminders and alerts for

outdated info

» Reports – emailed regularly

» Use in meetings!

» List view

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Propose» Is your market and client intel helping you build

better proposals?

» What would make your proposal process easier?

» Can you easily access key proposal details to

make creating proposals easier?

» Are you tracking your successes and failures?

» How are you slicing and dicing the details?

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» Who needs to know what, when

and how?

» How can you improve

communication?

» New opportunity alerts

» Opportunity stage change alerts

» Go/no go notifications

» Teaming assignments

» Emails for upcoming assignments

Managing ProposalsHow Can CRM Help?

Managing Proposal DataFirm Overviews» Plan it out – how will you organize and

name entries?

» If you needed it once, you’ll probably

need it again

» Save multiple versions

» Start small and build

» Schedule annual review – what has

changed, needs updated or is obsolete?

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≠

» Holiday card review time

» Create list by client manager and/or

contact manager

» Incentivize or feed them!

» Make it part of annual reviews

» How can you make it easy?

» Set up an alert for new clients and

contacts for a quality check

What about Contacts and Clients?

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≠

Quickly Add/Manage Activities

» Mobile CRM app

» Start with key annual activities

» Talk-to-text functionality

» Current clients and contacts

» Set goals/review in meetings

» Last 60/Next 60

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Prepare for the Next Big Opportunity» Wash, Rinse, Repeat

» Alert when proposal submitted

» Review and compare to CRM – what’s missing? What should be added? What was custom for this proposal?

» What projects do we need to prepare for the next time?

» What do you need photos of? Code them.

» Who can help in the process? HR? Admin? PMs? Interns?

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Win More» What are you learning in the wins and losses?

» Are you doing debriefs for wins and losses?

» How does the win position you for future

success?

» How are you tracking the notes/feedback?

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Where do I even begin?!

The Keys to CRM Success» Identify your objective

» Understand your process gaps

» Develop a plan of action

» Make it easy

» Track the trackable

» Share your successes and progress

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» What is it you want to achieve with your CRM?

» Create and manage strategic client touch

points

» Develop strategic client management plans

» Better manage your pipeline

» Track opportunities earlier

Identify Your Objective

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» Review Process

» What’s working?

» What’s not working?

» Why?

» What would success look like?

» What will it take to get there?

Understand Your Gaps

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» Find your weaknesses

» Identify steps needed for change

» Identify champions for tasks

» Get buy-in from BD and marketing

» Track metrics and progress

Develop Action Plan

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» Improve accessibility

» Who is empowered to enter and manage information?

» What’s the worst that could happen?

» Protect your data – add and edit access only

» Eliminate the game of data telephone

» Be part of solution, not part of problem

» MOBILE ACCESS

Make it Easy

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» Reduce the clutter

» Get rid of fields you aren’t using

» Think like an engineer/architect

» Organize fields logically

» Separate marketing-only fields

Make it Easy

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» Increase automation

» Pre-populate fields where you can – market, client manager, etc.

» Use workflows to reduce administrative burden

» Automate as much as you can – what takes time that shouldn’t?

» Use alerts and reminders to keep them on track

Make it Easy

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» Put info at their fingertips

» Empower the not-so-power user

» Saved searches

» Ask them what reports they want

» Set up dashboards and easy views

» Create easy access to “My Data”

» Help them prioritize their time

Make it Easy

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» Never ask for info more than once

» Market Intel – where are you keeping it?

» Client feedback – where is it tracked?

» Project descriptions after a proposal

» What was customized for a client meeting or

proposal?

» What’s missing?

Make it Easy

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» Track key metrics at every phase

» Conference follow-up activities (who & when)

» # of new clients/opportunities

» # of client meetings/activities

» Track the go and the no go

» Win rates (wins, losses, etc.)

» What else?

Track the Trackable

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» Make changes in your CRM in small chunks

» Share successes – highlight team players

» Show benefits through client stories

» Where has updated information helped us win?

» Benefits of more accurate pipeline on resource

planning

» Win them over one by one

Share Your Successes

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» Start small – what can you do quickly that can have a huge impact on your process?

» Map current process and get feedback on pain points

» Map collective ideal process to identify gaps

» Process, access, fields, data?

» Audit your CRM solution – what do you need?

» Identify Top 5 for 2020

» Identify resources to help

» Just do it!

Where Do I Begin?

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Questions & Contact Info» Megan Miller, CPSM

» meganmiller@deltek.com

» @MeganRMiller

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