Which Roles Should Be Involved In Your CRM Initiative?


Our CRMready webinar covers everything from the benefits of a Constituent Relationship Management (CRM) system, to how to communicate the change to your organization to the importance of project management. Today we are going to look at who should be involved in your CRM implementation.

Executive Team

The executives have the important task of providing the strategic vision for the implementation. These leaders will be determining the broader objectives of the project and will demonstrate and show support for the project along the way. You may need to provide some coaching to this team to ensure they are visibly showing their support and the people on the ground are grasping the project. Just having this team say how supportive they are of the project goes a long way. Giving these members 3 talking points they can use to chat with staff, constituents and board members may be necessary. This team will also be in charge of any budget approvals which may be controversial. Their decisions could impact the scope, timing and budget of the implementation, so be sure they are aware of their role during this project.

Project Manager

We have discussed what project management is, but here are a few tasks the project manager is responsible for:

  • Monitor project performance in terms of schedule, budget and scope
  • Single-point-of-contact for all staff and vendors
  • Facilitate project team
  • Identify, request and manage all staff resources
  • Attend all planning meetings
  • Confirm each milestone or deliverable on project

The project manager’s main role is to have their eye on the budget, schedule and scope of the project at all times. It is important when you implement a CRM that you have a project manager who 1) has the time to take on this key role and 2) has the experience to manage a big project like this. You can’t throw this to someone in your organization that already has a full time job, or is brand new. This key position requires someone who has the credentials to manage this project.

Project Team

These key stakeholders will be attending status meetings which will keep them up to date with the progress so they can report back to their peers about the status of the implementation. They are representatives of their departments so they will be making decisions with other members of the project team that may impact how they do their job. This group will need to be available a few hours a week (sometimes more) to give feedback so be sure you tell them about the time commitment when they sign up for this position. This is also the group that has their eyes and ears on the ground, so listen to them about what they are hearing and any issues or feedback they bring to these meetings.

Filling these roles isn’t and shouldn’t be easy. You need to take your time when deciding who will be selected to help make your CRM implementation a reality.
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For more details on what is involved in a CRM project, watch our CRMready webinar series and qualify for a FREE assessment!

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.


  1. Susan Kenna Wright

    Having the project team involved throughout the project will be a great asset for expectation setting and clarifying requirements to the consultants. They will be great people for user acceptance testing, too.

  2. Having an active executive team or project sponsor can be essential for a successful project. Especially in a project as large and potentially challenging as a CRM implementation, leadership level “cheerleaders” can do a lot to encourage project team members and show the entire organization how important the investment is.

  3. Kim Kupferman

    I would add the the Project Manager also has a key responsibility in facilitating the organizational change of any project. They should understand how important their role is in bringing this new process/product into the organization and fostering its adoption by the organization’s staff. Simple things, like regular project updates to the full staff, can have a tremendous impact in the long-term investment of the project outcome.

    • Bryan Giese

      I agree. It is mentioned above to make sure your Project Manager has time to take on the role. I’ve seen many times where the task of project management is assigned almost as an afterthought.

      Many projects can be planned out from beginning to end, but it’s important to have someone assigned to make sure the steps are going as expected, and to notify the team when things are going well, and when they start to drift. Knowing the actual state of things is imperative to success.

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