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What to know about CRM
COURTNEY KEARNEY, CPSM
AUGUST 26, 2020
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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
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What is CRM?Most Common Responses
Technology Tool
Contact Directory
Pursuit Tracking
Financial Projections
Project Data Storage
Document Automation
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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
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Multi-Office Retirement
Recent Project Loss / Pain Point
Leadership Frustrated
Silver Bullets
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Evaluation
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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
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The CRM platform needs to be in line with the main purpose of marketing
and business development …
winning and keeping clients!
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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
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CommonBenefits
Access to Centralized Data
Smart, Categorized Data
Effective and Efficient
Now, list the benefits specific to your firm?
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Identify Your Champions
• Authority• Power Users • Tech Savvy• Office Influencers
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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
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Phases of Success
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Remove TrainingPain Points
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BestPractices
Consistency
Short and Concise
User Specific / Relevant
Keep it Top-of-Mind
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Long-Term Success
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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?
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Data Hygiene
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Webinar Wrap-Up
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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
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Courtney Kearney, CPSMFounder & [email protected]
Questions?
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