In the past few weeks, I have been concerned with a number of companies starting a new CRM project. In a surprising number of cases the process has been something like this:

  • Check the internet for possible suppliers
  • Download product descriptions and request informations from suppliers
  • Watch online demonstrations
  • Attempt to read the mass of information gathered
  • Give up, prepare a list of requirements and start over

This is evidently not the right way to go about it. Not only is it time consuming and unproductive but it can also lead to false results. It is absolutely essential to determine requirements before looking at any products at all. Products are around to improve and optimize business processes, not to define them.

The process could look like this:

  • Define the requirements
  • Build a business case
  • Prepare a document describing the required processes (NOT functions)
  • Select a number of potential suppliers on the basis of product reputation and market positioning
  • Ask these suppliers to show how the processes could be implemented with their products

If you have no resources for defining the requirements, then go to a qualified consultant (preferably not a potential supplier). This may be appear costly, but time saved will more than compensate this. Even reading this blog may help!