CRM Project – Internal Marketing Plan

A key to a successful CRM project - is to identify the motivators and “Perks” of the CRM  for end-users and then build a groundswell of interest and anticipation around the CRM project. To “sell” the users on the utility is crucial to the long-term success of this project.  CRM will fundamentally change the daily workflow of many users.  The CRM project team should take a thoughtful, strategic approach to proactively “marketing” the CRM project to the entire user base.

1       Letter From the President

Early in the CRM project the executive management team should exert their sponsorship of the CRM project.  This should be further demonstrated through an “All Employees” announcement via email. This communication should be written to both announce the project and demonstrate pending benefits of its deployment.  Leverage this announcement to also clarify project management leaders coupled with the request for volunteers, opinions and testers

2       Who all is involved

In addition to the Executive team, it is important for the Department Heads to be communicating the Role and Job Specific attributes of CRM.  This communication plan should both demonstrate the intended attributes and solicit feedback and thoughts from the team.  Inclusion is the name of the game here.  If people have a role and influence to the end result than they have started on the path to Buy in!

3       Volunteers Needed

The Top Performer - If you can emulate the behavior of you top performers in CRM, it will make the value hard to refute the utility of the system.

The Resistor – Complainer – This person is key, because often they complain for good reason and if you can remedy those issues through the functions of CRM, it enables you to identify very tangible “wins”.

The Innovator –Identify an early adopter of technology in your organization. This person can provide vision of new ways “to do it” and this will enable you to shed old business practices that are antiquated and obsolete. This might be your project champion.

The Customer - If you don’t reach out to your customer base, then why even do the CRM project?  Find out what they think and make sure CRM does it. 

4       Teaser Demos

Once the concepts of the CRM deployment begin to take shape and the project team has identified critical success factors, it is good to provide some teaser demos.  In marketing terms this is called Nurture or Drip marketing.  It is best to show brief demonstrations of functions that support requirements.  Short "problem solved" videos can be emailed around or shown during group meetings.  This should build and create some anticipation for the deployment

5       Quiet Selling – Project Team

The project team also has some responsibility for creating some project buzz.  Ideally they can and should share their excitement in “around the water cooler” conversations.  Like the teaser demos, they should share how the CRM project is going produce a positive outcome for all!

6       Launch Party

Have a Launch Party. Celebrate CRM.  Seriously!  The companies that have the most success with CRM are the ones that make it visible, set realistic expectation for use and demonstrate the utility are the ones that win.  So when it’s ready make it known, celebrate, and talk about how CRM is going to eliminate tasks people don’t like.  And set the stage for the training that starts the following week.