8/26/20

1

What to know about CRM

COURTNEY KEARNEY, CPSM

AUGUST 26, 2020

1

Courtney Kearney, CPSMFounder & Owner

• Wife, Mom & Data-loving Marketer

• 15 years of experience

• Born into AEC

• Started using CRM systems in 8th grade during my first internship

• Texas girl born and raised – Live in DFW

• Past President of SMPS Fort Worth

• Connect with me on LinkedIn

2

8/26/20

2

3

What is CRM?Most Common Responses

Technology Tool

Contact Directory

Pursuit Tracking

Financial Projections

Project Data Storage

Document Automation

4

8/26/20

3

5

6

8/26/20

4

5 ReasonsWhy YouShould

Maintain strong client relationships

Track and strength pursuits, projections and backlog

Base important decisions off data, not speculation

Reportable business strategy

Capitalize data collection and automation

7

Multi-Office Retirement

Recent Project Loss / Pain Point

Leadership Frustrated

Silver Bullets

8

8/26/20

5

Evaluation

9

Evaluating CRM Platforms

• Start with your needs and wants first• Determine what’s important to the firm• What are the “deal breaker” features and WHY• Create your list of questions/criteria and then go searching► Proposal automation capabilities

► Built specifically for the AEC industry

►Mobile first/forward

► Outlook and other system integrations

10

8/26/20

6

The CRM platform needs to be in line with the main purpose of marketing

and business development …

winning and keeping clients!

11

12

8/26/20

7

In April 2018, we created a survey with over 100 participates.

13

14

8/26/20

8

15

Preparation

16

8/26/20

9

Prior to ImplementationPrior to a Re-Implementation

• Know your firm’s why and how you will use it•What are the benefits for your firm•Who are your champions • Identify the metrics that matter to your firm• Build and nurture a culture of change

17

18

8/26/20

10

CommonBenefits

Access to Centralized Data

Smart, Categorized Data

Effective and Efficient

Now, list the benefits specific to your firm?

19

Identify Your Champions

• Authority• Power Users • Tech Savvy• Office Influencers

20

8/26/20

11

Culture of Change

1. Slow down to go FAST►Document and pay it forward

2. Actions are contagious►Encourage others to join you

3. Market your CRM►Campaign the change►Communicate, communicate, communicate

21

Phases of Success

22

8/26/20

12

01Process

02Capture

03Automate

04Export

23

24

8/26/20

13

Remove TrainingPain Points

25

BestPractices

Consistency

Short and Concise

User Specific / Relevant

Keep it Top-of-Mind

26

8/26/20

14

Long-Term Success

27

28

8/26/20

15

Business Intelligence Checklist

1. Is your BI secure in a database versus trapped on a server or employee’s minds?

2. Is there a clear process to run regular (weekly or monthly) audit reports?

3. Is there an automated verification system to find missing data?

4. Does your firm make data-driven decisions?

29

Data Hygiene

30

8/26/20

16

31

Webinar Wrap-Up

32

8/26/20

17

Learning Objectives

1. Learn how to properly evaluate which CRM platform is best for your firm

2. Discover what steps need to be taken prior to implementation

3. Build support for implementation success

4. Remove the sting from typical training pains

5. Plan for long-term success

33

Courtney Kearney, CPSMFounder & Ownercourtney@ckearneyconsulting.com

Questions?

34