1. Info-Tech Research Group1 1 Info-Tech Research Group, Inc. Is a global leader in providing IT research and advice. Info-Tech’s products and services combine actionable insight and relevant advice with ready-to-use tools and templates that cover the full spectrum of IT concerns. © 1997-2014 Info-Tech Research Group Inc. Select and Implement a CRM Platform Enable marketing, sales, and customer service teams by successfully choosing and implementing a suite for Customer Relationship Management. Info-Tech's products and services combine actionable insight and relevant advice with ready-to-use tools and templates that cover the full spectrum of IT concerns.© 1997 - 2014 Info-Tech Research Group

2. Info-Tech Research Group2 2 Table of Contents 1.Succeed with CRM Selection and ImplementationSucceed with CRM Selection and Implementation Template: CRM Selection and Implementation Project Workbook 2. Structure the CRM Select and Implement ProjectStructure the CRM Select and Implement Project Template: CRM Project Charter Template 3. Gather Requirements for CRM SelectionGather Requirements for CRM Selection Tool: CRM Business Process Shortlisting Tool Tool: CRM Functionality Assessment 4. Choose the Right CRM SolutionChoose the Right CRM Solution Template: CRM RFP Template Tool: CRM RFP Scoring Tool 5. Implement a CRM SuiteImplement a CRM Suite 6. Prepare for Ongoing CRM Suite OperationsPrepare for Ongoing CRM Suite Operations Template: CRM Manager Job Description Template Template: CRM Steering Committee Charter 7. Measure Project ValueMeasure Project Value 8. Workshop DeckWorkshop Deck 9. AppendicesAppendices This blueprint covers CRM Selection and Implementation. It is part of a broader set of blueprints on Marketing, Sales and Customer Service applications. Marketing, Sales and Customer Service applications

3. Info-Tech Research Group3 3 What’s in this Section:Sections: Succeed with CRM Selection and Implementation Structure the CRM Select and Implement Project Gather Requirements for CRM Selection Choose the Right CRM Solution Implement a CRM Suite Prepare for Ongoing CRM Suite Operations Measure Project Value 1.1 Introduction to the CRM Selection and Implementation Blueprint 1.2 Recognize the Necessity of Due Diligence with CRM Selection and Implementation 1.3 Identify Root Causes of Failure 1.4 Determine if Your Organization is Ready to Proceed with CRM Selection and Implementation

4. Info-Tech Research Group4 Succeed with CRM Selection and Implementation 1 Activities in this step 1.1 Introduction to CRM Selection and Implementation 1.2 Recognize the Necessity of Due Diligence with CRM Selection and Implementation 1.3 Identify Root Causes of Failure for CRM Selection and Implementation, and the Benefits of Success 1.4 Determine if Your Organization is Ready to Proceed with CRM Selection and Implementation What are the benefits – and challenges – of CRM selection and implementation? Is my organization ready to proceed at this point? Key Questions Key Insights Many organizations fail to do their due diligence with selecting and implementing a CRM platform, leading to a misfire in creating business value. Root causes of CRM select and implement failure include poor business–IT alignment (and business to business alignment!), inadequate requirements, and inexperienced internal staff. IT Applications Director Marketing, Sales, and Customer Service Leads Team Members Section Outcomes Symptom Identification and Root Cause Analysis Identify Strategic Drivers for the CRM Platform Go/No-Go Decision Point for the CRM Select and Implement Project

5. Info-Tech Research Group5 5 This Research is Designed For:This Research Will Help You: This Research Will Assist:This Research Will Help You: This Research is Designed For:This Research Will Help You: This Research Will Also Assist:This Research Will Help Them: Our Understanding of the Problem The IT Applications Director(s) involved with selecting and implementing a platform for Customer Relationship Management (CRM). IT professionals and Business Analysts accountable for distilling CRM requirements, selecting a vendor, and implementing the tool. Define a structured approach for selecting a CRM platform that successfully meets the needs of the business and minimizes vendor- related costs. Create a comprehensive CRM implementation roadmap that addresses end-to-end deployment, such as configuration, data migration, and end-user training. Marketing, sales, and customer service professionals (i.e. brand managers or sales managers) engaged in selecting, using, and/or assisting with the implementation of a platform for Customer Relationship Management. Identify points of mutual collaboration with IT and their peers during the CRM selection and implementation project. Understand best practices for how to prioritize competing CRM functionality demands during the selection process. How to boost CRM adoption with their teams using role-based training approaches.

6. Info-Tech Research Group6 6 Info-Tech Insight Resolution Situation ! Complication ? 1.IT needs to act as a conductor of the CRM platform deployment. Too many IT departments treat CRM deployment as a unilateral project: in reality, IT must guide – and harmonize – the competing demands of marketing, sales and customer service. 2.The CRM Architecture Model drives vendor shortlisting and selection, as well as the implementation roadmap. Deployment model, feature focus and customization make up the arc. model. Despite the importance of CRM selection and implementation, many organizations struggle to define an approach to picking the right vendor and rolling out the solution in an effective and cost-efficient manner. IT often finds itself in the unenviable position of taking the fall for CRM platforms that don’t deliver on the promise of the CRM strategy. IT needs to be a trusted partner in CRM selection and implementation, but the business also needs to own the requirements and be involved from the beginning. Think of IT as a “conductor of the CRM orchestra.” CRM requirements dictate the components of the target CRM architecture, such as deployment model, feature focus, and customization level. Savvy Application Directors recognize the points in the project where the CRM architecture model necessitates deviations from a “canned” rollout plan. CRM selection is a multi-step process that involves mapping target capabilities for marketing, sales, and customer service, assigning requirements across functional categories, determining the architecture model to prioritize criteria, and developing a comprehensive RFP that can be scored in a weighted fashion. Companies that succeed with CRM implementation create a detailed roadmap that outlines milestones for configuration, security, points of implementation, data migration, training, and ongoing application maintenance. Executive Summary: Select and Implement a CRM Platform Customer Relationship Management suites are an indispensable part of a holistic strategy for managing end-to-end customer interactions. After defining an approach to CRM, selection and implementation of the right CRM suite is a critical step in delivering concrete business value for marketing, sales, and customer service.

7. Info-Tech Research Group7 Use the following tools while working through your strategy ToolDescriptionFormat CRM Project Workbook A series of exercises designed to focus your thinking, outline a plan, and get you to action on critical steps in each section of this blueprint. Microsoft Word CRM Project Charter A Project Charter outlines the rationale for the select and implement project: it specifies the goals, resources (particularly the core project team), and the major milestones throughout the select and implement phases. Microsoft Word CRM Business Process Shortlisting Tool Using the APQC framework, determine what cascading priorities for Marketing, Sales, and Service the CRM platform should target. Microsoft Excel Spreadsheet CRM Functionality Assessment Based on a series of targeted questions, assess major architectural considerations (feature focus, deployment model, and customization) that your CRM platform must cater towards. Microsoft Excel Spreadsheet CRM RFP Template An RFP template is essential for ensuring that vendors are provided with a comprehensive list of granular requirements across major functional areas. Microsoft Word CRM RFP Scoring Tool The RFP scoring tool allows you to quickly rate vendors on the attributes employed in the RFP. Microsoft Excel Spreadsheet CRM Implementation Roadmap Template The implementation roadmap template provides project milestones and estimated time frames for completion. Microsoft Word CRM Manager Job Description Template The CRM manager job description template helps you kick-start the search for a competent implementation project manager. Microsoft Word CRM Steering Committee Charter The Steering Committee Charter outlines the rationale, roles, and agenda for your CRM SC. Microsoft Word 1.1

8. Info-Tech Research Group8 Navigate this storyboard with ease by taking advantage of the Info-Tech text boxes and visual cues Section Heading Use the tab at the top of each slide to keep track of which section you are in and which project step you are currently completing. All of the steps are explained at the start of each section. CRM Architecture This box will contain advice for CRM selection and customization specific to certain deployment models, feature focuses, and customization levels. The advice in this box will be valuable, however it may not be applicable to all organizations. Feature Focus Deployment Model Customization Level 1.1 Project Activity This box indicates an organization must complete an activity in the attached CRM templates and workbooks. The activities have been designed to assist in the completion of the project charter, RFP and project roadmap. Info-Tech Insight Box This box will contain a unique insight from Info-Tech’s research team directly relating to the completion of the CRM selection and implementation project.

9. Info-Tech Research Group9 9 Enroll in a GI for your project. Email guidedimplementations@infotech.com Or call 1-888-670-8889 and ask for the GI Coordinator. How to use this blueprint We recommend that you supplement the Best Practices Toolkit with a Guided Implementation. Guided Implementations are included in most advisory membership seats. Our expert analysts will provide telephone assistance to you and your team at key project milestones to review your materials, answer your questions, and explain our methodology. Info-Tech Research Group’s expert analysts will come onsite to help you work through our project methodology in a 2-5 day project accelerator workshop. We take you through every phase of the project and ensure that you have a road map in place to complete your project successfully. In some cases, we can even complete the project while we are onsite. Do-It-Yourself Best-Practice Toolkit OnsiteWorkshops Book your workshop now! Email workshopbooking@infotech.com to get started.workshopbooking@infotech.com Leverage each of the tools in this blueprint to complete the optimization of this project. Do-It-Yourself Implementation Use this Best-Practice Blueprint to help you complete your project. The slides in this Blueprint will walk you step-by-step through every phase of your project with supporting tools and templates ready for you to use. You can also use this Best-Practice Blueprint to facilitate your own project accelerator workshop within your organization using the workshop slides and facilitation instructions provided in the Appendix. Free Guided Implementation 1.1

10. Info-Tech Research Group10Info-Tech Research Group10 GI Point 1: Go/No-Go Decision on Moving Forward with CRM Selection and Implementation Determine if your organization has the appropriate CRM strategy and resources in place to proceed with CRM suite selection and implementation. Info-Tech will also outline its approach to CRM selection and implementation. GI Point 2: CRM Project Charter Review Review your CRM select and implement project charter and discuss the project stakeholder RACI chart and metrics for success. You will also develop a strategy to secure stakeholder approval. GI Point 3: CRM Selection Assistance Discuss the CRM suite market and vendor landscape as well as your organization’s requirements. Info-Tech will also review your organization’s RFP and selection criteria and coach you through the decision. GI Point 4: CRM Implementation Roadmap Assess what the major milestones in your implementation roadmap should be, and receive analyst input on your strategy for project steps such as a points of integration, data migration, security, customization, and end-user training. GI Point 5: Ongoing CRM Operations Review your strategy for CRM suite product release and knowledge management. Discuss your CRM steering committee composition and annual review process. Info-Tech is ready to assist. Book a free guided implementation today! Book a Guided Implementation Today: Info-Tech is just a phone call away and can assist you with your project. Our expert Analysts can guide you to successful project completion. For most members, this service is available at no additional cost.* * Guided implementations are included in most advisory membership seats. Here are the suggested Guided Implementation points in the CRM Select and Implement project: 1.1

11. Info-Tech Research Group11Info-Tech Research Group11 Conduct a workshop, with us or on your own Onsite Workshops offer an easy way to accelerate your project. If you are unable to complete this project on your own and a Guided Implementation is not enough, we offer low-cost deliveries of each Blueprint. Our expert analysts will come onsite to help you work through our project methodology over the course of 2-5 days. We step through each phase of your project and ensure that you have a road map in place to realize success. In some cases, we can even help you to complete the project while we are onsite. 1.1 1. Enroll in a 2-5 day workshop for your project Send an email to WorkshopBooking@InfoTech.com or call 1-888-670-8889 Ext. 3001. Your account manager will contact you and quote you the cost of the workshop.WorkshopBooking@InfoTech.com 2. Book your workshop A Workshop Coordinator will contact you to book a workshop planning call with one of our facilitators and arrange dates for your workshop. We can hold the workshop in Info-Tech’s world-class facility in Toronto or at your location. 3. Participate in your workshop Our experienced workshop facilitators will take your project team through your tailored slides and exercises and will summarize all the workshop outputs into a final report.

12. Info-Tech Research Group12Info-Tech Research Group12 Info-Tech Research Group Helps IT Professionals To: Sign up for free trial membership to get practical solutions for your IT challenges www.infotech.com Quickly get up to speed with new technologies Make the right technology purchasing decisions – fast Deliver critical IT projects, on time and within budget Manage business expectations Justify IT spending and prove the value of IT Train IT staff and effectively manage an IT department “Info-Tech helps me to be proactive instead of reactive – a cardinal rule in a stable and leading edge IT environment. - ARCS Commercial Mortgage Co., LP Toll Free: 1-888-670-8889