A CRM / Marketing Automation Champion is a team member who is assigned to spearhead your CRM / marketing automation efforts. This person has to want to be and enthused to be the CRM and marketing automation champion This person is in charge of the strategy, implementation, onboarding & training of team members and troubleshooting when issues arise. You are more likely to succeed with your CRM and marketing automation if you appoint a designated CRM / Marketing Automation Champion to drive your sales and marketing forward.
Key points:
1. They become the go-to CRM and marketing automation expert in your company and they are given time to develop the role – it’s a role that takes time to manage and become the in-house expert – so the staff member may need to be freed up from other tasks.
2. They establish a consistent process and set up.
This to my mind is a biggy. It’s great when everyone uses the CRM and marketing automation tools, but it’s even better when people use it consistently. I have seen on more than one occasion where multiple team members have been involved in setting up and then tweaking the CRM and marketing automation software in their own style and the phrase “Too many cooks” immediately comes to my mind. It always ends in a sub-optimal CRM and marketing automation setup. And this applies if/when the CRM / Marketing Automation Champion leaves the business – ensure when they leave that they have documented their processes and always ensure there is a proper and considered handover. Otherwise the new CRM / <Marketing Automation Champion will, with the best of intentions, begin to introduce inconsistencies and errors into the setup.
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3. They get everyone onboard.
Your CRM and marketing automation champion will be in charge of making sure everyone gets appropriate access to your new system. The CRM / Marketing Automation Champion is the point of contact in your company that receives any external training from the software vendor.
4. They step in when help is needed. Sometimes things go awry and it is important to have someone that knows what they are doing to fix the situation. For example, let’s say there is a small glitch in the system and an automated process was deleted. Everyone on the team knows who to contact to resolve the issue. And if an external resource such as the CRM tech support or external consultant is required then the CRM / Marketing Automation Champion has the experience and detailed setup knowledge to ensure a swift and accurate fix is applied.
5. They organize and schedule training.
CRM and marketing automation is complex. If you want your team to understand the platform and how they can use it to the best effect, then you need training. The CRM / Marketing Automation Champion will coordinate the training and make sure that everyone has the resources they need to get acquainted and up and running with the system.
6. They are the CRM and marketing automation software’s biggest cheerleader.
Usage of the CRM / Marketing Automation software is integral to success. But it is common for people to be adverse to change or new technology. The CRM / Marketing Automation champion is the cheerleader for your CRM and marketing automation setup. They understand the benefits of a good and organised setup and can enthusiastically relay that to the team members.
So, my advice is that if you are planning to implement a CRM and marketing automation software in your organization, find the best person to be the CRM / Marketing Automation Champion in order to achieve success with your chosen CRM / marketing automation software.
