 As we determine the deployment requirements for Dynamics CRM, one of our first discovery questions we ask for is a copy of the sales process. It is still quite surprising how many organizations do not have a documented process. We are often told that sales process is something that “all the account managers know”. Sometimes there might be an elaborate Visio diagram tucked away, out of sight, generated by a previous VP of Sales, which outlines an unusual number of steps, however, today no one on the sales team is aware of or following. Even when a sales process is unearthed, quite often there is no role for marketing in the process.
According to Objective Management Group http://www.objectivemanagement.com/ 92% of the companies whose sales force they evaluate have ineffective, incomplete, non-existent sales processes, or sales processes that their people don’t follow.
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 There are three types of Microsoft Dynamics CRM failures that I have encountered:
Notice what I didn’t mention – Picking the wrong CRM system. Very seldom does a Dynamics 365 CRM project fail because the wrong CRM software was selected. Especially when that software is Microsoft Dynamics 365, one of the most modern and versatile CRM solutions on the market today. The problem I see most often is that Dynamics CRM has been implemented as a technology project and not as a change management effort.  Dear Bob, As a national sales manager, I have a full-time job already. While recognizing that using a CRM is an evolving tool where users need to be given direction and and behaviors that I want must be monitored, I am just not finding the additional time in my day. I tend to only focus on how Dynamics is working just before each quarterly sales meeting. In that sales meeting, I bark out directives on how we are going to start using the tool more effectively. What should I be doing different? - Jon Dear Jon,
Your first step is to change your mindset about how you and your team use Dynamics CRM. It is not an add-on task for you or your team. Rather it is your primary sales process and management tool.  Bob, Is there a way in Dynamics 365 connect a survey tool to our CRM contact data and use a workflow to send out an email survey in follow-up to customer service calls? - Mary Ann Dear Mary Ann, Absolutely, in fact there is a better way. Your Dynamics 365 Online application delivers with a module that you can use not only for case follow-up but other surveys that will help you understand customers’ needs and if you are measuring up to their expectations. Dynamics 365 Customer Voice is a much overlooked, but highly effective application that ingrates with your CRM contact data. What questions can you use to help determine if a client needs their CRM Refreshed?
A good starting point for a conversation is asking the CEO/Owner how well is their current CRM system telling them:
Dear Bob,
What is the best way my customers can use CRM to be better Marketers? - Jane Dear Jane, It’s not hard to see why CRM data, made up of customers, prospects and influencers is the most important marketing asset. After all, how can a marketer be successful without the right data? And how can a marketer discover or fine tune a message without insight into behaviors and their service needs? But, keeping this data organized, current, and easily accessible for every relevant team member, throughout an organization, can still be a massive challenge. A versatile, robust CRM system is still the best way to store, manage, and use critical customer data for sales AND marketing. However, many marketers who invest in a CRM system fail to fully capitalize on its marketing value.  Many companies don’t appreciate the value of a CRM system until they understand its pivotal role in closing more sales. CRM’s virtues are not always apparent unless one is intimate with the ins and outs of how business gets done in the organization.
 Accurate sales forecasting is essential to growing revenue and managing your business effectively. When you know the timing and amount of incoming revenue, you can plan and focus on the right business initiatives; budget and allocate resources appropriately; set organizational goals; and provide teams with priorities and guidelines for how they spend their time.
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