Collaborative Account Management – the Hottest Commodity

After 3 previous attempts to implement CRM on their own, find out how we are helping this commodities business to collaborate better with Salesforce

Customer Challenge

Our client is a global independent media organisation. They had tried and failed 3 times to implement any type of CRM. Some of their issues were that they were dealing with a heavily customised, and over-engineered Netsuite implementation, which led to a poor Netsuite adoption rate. 

The Sales team had no trust in anything other than their own spreadsheets. This resulted in poor visibility, siloed account management and no incentive for sales to record relationship activity or share information with teams.

Significantly, users hadn’t been involved in any requirements gathering, and as a result, became disengaged with the systems they were required to use. 

The Solution

To understand how we could make a CRM implementation actually happen for this client, we first needed to investigate the current state of CRM. We began with an Orientation project to gain insight into their existing architecture. A pilot soon followed, whereby our Enterprise Architect, Technical Architect and Solution Architect worked together to: 

  • Conduct design thinking workshops to get a deeper understanding of users’ CRM needs, wants and responsibilities and inform the requirements and scope
  • Created and refined a Salesforce product backlog
  • Advise the team to conduct a Master Data Management project, which was implemented successfully
  • Configure and support a pilot org, allowing users to trial Salesforce with a set of selected Accounts
  • Plan data integrations with NetSuite

The pilot and orientation projects allowed us to put together a clear roadmap of recommendations and support the team in implementation

We then continued working with their team to establish a Salesforce practice and implement Sales Cloud with CPQ and NetSuite integrations.

The Results 

  • A roadmap for architecting Salesforce, with a focus on improving efficiency and advising on which relevant Salesforce advances to implement
  • We helped them to establish a Salesforce practice, comprised of Salesforce admins, developers and a Product Manager
  • Our guidance gave them a clear idea of the risks, mitigation strategies and the benefits of growing their solution in a sustainable way to provide a foundation for continued future growth
  • NetSuite is being rebuilt and repurposed
  • Their solution is continuously improved in a way that helps them meet user needs and sets them up for long-term success and growth, and this knowledge base has underpinned their plans to develop new features and services

About the Author

Gemma Blezard

CEO and Salesforce MVP

Gemma is Founder and CEO of The Architech Club and a great inspiration to anyone dealing with life’s challenges. Gemma is also co-founder of Ladies Be Architects and an Award-winning advocate for diversity.
She is in demand as a conference speaker at Dreamforce, World Tour and Community events. She is open about living and working with breast cancer, and balances being a mother, with her roles as a Salesforce MVP, 18 x Salesforce Certified Solution Architect and leading The Architech Club.

The Architech Club Ltd is a limited company registered in the UK, under Companies House registration number 12248208.
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