Building a CRM Roadmap

Building a CRM Roadmap

Your Constituent Relationship Management (CRM) strategy should then be further articulated in a CRM roadmap – a set of tactical documents that outline the phases and priorities by which the strategy, and thus the vision, will be realized.
There are many moving pieces to be coordinated – people and departments, processes and systems, data and information.

A good roadmap makes the following clear:

  • The sequence of your efforts
  • The phases in which each part of your organization will be involved
  • Your reasoning behind these decisions
  • Year-by-year budgets and Return on Investment (ROI) analysis

It’s important to note that roadmaps are not only about software systems, they’re also about your plans for developing your relationships (e.g. communications, marketing, volunteer opportunities and other avenues for engagement). And technology aspects of roadmaps don’t always, or even usually, have as their end goal the full consolidation and centralization of all systems. let your strategy and vision dictate your tactics, which may best be executed by using several systems.

For example, a regional organization with offices in multiple counties, states or overlapping urban areas may have a vision of unified communications and speaking with “one voice” to its constituencies. The strategy for achieving this vision articulates how, when, why, and what it will take to be able to achieve that goal – which could involve technology-related projects and almost certainly will involve marketing
and communications plans. The roadmap will realistically outline the execution of the strategy.

Identifying the first phase of your CRM roadmap can sometimes feel challenging, perhaps because of seemingly competing priorities. The answers to the following questions can provide clarity:

  • Which constituency and/or department would most benefit from change?
  • Which constituency and/or department is most ready to change, both culturally and practically?
  • Which systems are furthest behind where you need them to be?
  • Which future solutions are most ready to meet your needs?
  • Which set of constituents and/or business needs are most common to the organization as a whole? Addressing these first can provide the most solid foundation for ongoing, broader adoption.
  • Alternatively, is there a small, well-defined area that can provide a useful proof-of-concept for a new solution?
Download The CRM Paper Now!

For more information on how to create a CRM roadmap to go along with your CRM vision, download the paper, Making Your CRM Aspiration a Reality now!

Monika McMahon

About Monika McMahon

Monika joined Heller Consulting after spending 8 years in the Boulder technology startup scene. She is an expert in Social and Digital marketing, adopting and implementing new (and old) platforms for organizations ranging from ecommerce, SaaS, and nonprofits. Monika not only understands how these platforms work but how to use them to meet business objectives. When she is not educating and sharing her online talents, she can be found enjoying the music scene in Denver.

One comment

  1. Tricia Fitzgerald

    A Roadmap also helps build consensus and momentum, when everyone has a chance to contribute to the plan and can see the whole plan laid out.

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