Salesforce.

com Core CRM Project@#AwesomeCo

The Core CRM Project Plan
The #AwesomeCo Salesforce.com Core CRM Project will occur in two core phases and two
future phases [include date estimates if possible]:
Phase I: Build the Salesforce.com foundation for sales team (structure defined and designed, including
mobile functionality; data migration; pipeline management and reporting)
Phase II: Training and user adoption (client and activity management; page layouts and data
movement; usability testing and enhancement design and rollout)
Phase III: Marketing migration (tracking for marketing events and contact/campaigns)
Phase IV and V: System integration with accounts payable and other backend systems

The overarching theme of the Core CRM Project implementation is to provide a user-friendly
CRM application that each member of the#AwesomeCoteam can use to effectively manage
account portfolio, pipeline activity and reporting. The ultimate deliverable of this project is
a stable #AwesomeCoSalesforce.com environment, designed to accommodate the agreed
upon unique core business needs, with full data migration and end user training (including
mobile functionality).

Gaining a solid understanding of the requirements for a CRM initiative reduces the risk of a
failed implementation. By not providing the context, support and understanding for all
users--we risk there being limited use of the technology and a frustrating deployment
experience, resulting in the lack of adoption of both processes and technology.

In the following pages we will track specific Phase I and II CORE requirements as well as
functionality and tasks that will be assessed and executed during future phases of the full
CRM Project.

Key business requirement attributes:

Unambiguous
Testable
Measurable
Modifiable

Marketing Team: xx
Why has #AwesomeCo decided that CRM Technology is important?

A. Enhanced process and data trackingcapabilities through CONSISTENCY.

B. We realize data withinthe CRM system is as RELIABLE as we make it.
C. Real timereports and data analysis will EMPOWER us.
D. Consistency, Reliability, and Empowering (ourselves and each other) = true CRM
effectiveness

Current State WHAT IS OUR CURRENT PROCESS?

Account and Contact Management

o Track changes to contact and account information
o Knowing when the last time #AwesomeCo met with contact/account
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o Holiday card list
BD Meetings (scheduling and tracking)
o Track individual meetings and the outcome of these meetings
o Call reports tasks to follow up and trackingportfolio, investor owned,
and client meetings individually (and by region)
Pipeline Management
o leads and opportunities (stage, history, etc.)
o Searching for status and other updates
o Report generation and reliability
Portfolio Management
o Data Base management: trending reports /asset management
operating margin reports/credit history)
o Account Name (parent) vs. the individual property/entity located there
Call Reports
o Track when a call is made to a contact, saving this history to use in the
future (individual basis)
o Setting up reminders to follow up / task management in Outlook /
notebook
NPS Survey
RFP response
o Document preparation and task execution / management (underwriting,
intake meetings, etc)
Project management
o Track project goals and status for ongoing projects
o Project close-out client management (change from prospect to client)
o List of complete projects (in profile format) listing details of each
project completed
Marketing Campaign tracking and ROI
o Speaking Engagements / Events

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Business Requirements and Functional Requirements

NEW CRM PROJECT- Business and Functional

Requirements
BR FR Priorit Phas
Requirement
ID# ID# y e
CORE
1 BR High Track and organize contact within CRM
1
CORE Auto update contact addresses when the account address is
FR F1a High
1 updated (if they matched)
Research title auto fill options (consistency, etc) and add
CORE check box to show if address is different from account
FR F1a1 High
1 (otherwise address field is hidden). Also add preferred name
(informal) field.
CORE Add holiday gift field (yes/no) if yes then choose
FR F1a2 High
1 small/med/lg
CORE
FR F1b High Sync contact updates from Outlook to SFDC
1
Track former roles vs. current roles (i.e. have a process for
CORE
FR F1c High having no duplicate contacts, but still capturing data from
1
when contact was at former position)
CORE As a team we decided the inactive function would be best
FR F1c1 High
1 for tracking history, etc.
Data control and monitoring. Salesforce.com Administrator to
FR F1d High 3rd ensure duplicate contact and account records are detected
and roles are correctly captured.
CORE Track and organize clients and prospects (and
2 BR High
1 referrals/businesses) with efficiency
CORE [Database] Guide data updates (if you have a 3 party
rd

B2a BR High
1 database you purchase or unique IDs for your accounts, etc.)
CORE Unique [Database] Guide identifier (field named "Guide")
FR F2a High
1 --which allows for easy update imports
CORE
B2b BR High [Database] data updates
1
Unique identified (field name "Member ID" -- which allows for
CORE
FR F2b High easy updates with [Database/3 party company] website
rd

1
functionality)
CORE
B2c BR High Clients vs. Prospects (providers/partners)
1
"Relationship" field on Account page (Client; Prospect;
Business/Referral) add as a window view to the account
page (not a new field) remove network relationship field
CORE
FR F2c High and form the hierarchy as following: hospital has the network
1
in the system field and the network account has the
system name in the system field (make each of the parents
account name viewable from the child form)
CORE
B2d BR High Referrals (and other businesses)
1
"Relationship" field on Account page (Client; Prospect;
CORE
FR F2d High Business/Referral) add broker to the type drop down
1
menu on the account form
CORE Track project progress for each product line to ensure client
B2e BR High
1 status is reached
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Create auto workflow process in SFDC to change
CORE
FR F2e High "Relationship" field from "Prospect" to "Client" when Stage is
1
changed to "Closed/Won"
Have clear understanding of internal activities how we
CORE
3 BR High interact with prospects and clients to help each other be
1
more efficient when we are going about our daily activities.
CORE
B3a BR High BD phone calls
1
Out of the box SFDC call log functionality -- allows users to
CORE
FR F3a High log calls as they are made to ensure history is captured for
1
that account/contact
CORE
B3b BR High BD meetings
1
CORE Out of the box SFDC event functionality -- minor changes to
FR F3b high
1 the Event Form as the business requests
CORE
4 BR High Pipeline Management
3
CORE Design the Opportunity Form for [Company] needs (attach an
FR F4a1 high
3 example)
CORE
B4a BR High Enhanced pipeline visibility
3
CORE
FR F4a high Out of the box SFDC functionality -- DASHBOARDS
3
CORE
B4b BR High Relevant pipeline reports for top management
3
CORE Out of the box SFDC functionality -- REPORTS (modified to
FR F4b high
3 look the way we need them to)
CORE
B4c BR High Report Meeting metrics
3
CORE Out of the box SFDC functionality -- REPORTS (modified to
FR F4c high
3 look the way we need them to)
CORE
B4d BR High Report Hit Ratio (win/loss)
3
CORE Out of the box SFDC functionality -- DASHBOARDS / REPORTS
FR F4d high
3 (modified to look the way we need them to)
CORE
B4e BR High Report Proposals (issued vs. outstanding)
3
CORE Out of the box SFDC functionality -- DASHBOARDS / REPORTS
FR F4e high
3 (modified to look the way we need them to)
CORE Easily understand relationship management status
B4f BR High
3 (meetings, etc)
CORE Out of the box SFDC functionality -- REPORTS (modified to
FR F4f high
3 look the way we need them to)
CORE Increase close rates through management of daily activities
B4g BR High
3 and higher efficiency (access to data)
CORE Out of the box SFDC functionality -- DASHBOARDS, EVENTS,
FR F4g high
3 TASKS, CALL LOGS, REPORTS
CORE
B4h BR High Dashboard to display top deals and win rates
3
CORE
FR F4h high Out of the box SFDC functionality -- DASHBOARDS
3
CORE
B4i BR High [3 party partner] pipeline items (track and report)
rd

3
CORE Out of the box SFDC functionality -- REPORTS (Modified to
FR F4i high
3 include VHA fields)
CORE
B4j BR High Track forecasted revenue from all profit centers
3
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CORE Out of the box SFDC functionality -- DASHBOARDS / REPORTS
FR F4j high
3 (modified to look the way we need them to)
CORE
5 BR High Portfolio tracking and relationship management
1
CORE
B5a BR High [Company] properties/assets (owned vs. managed)
1
CORE Design Account Form to include necessary fields to run the
FR F5a high
1 portfolio reports
CORE
B5b BR High [Parent company] legacy properties
1
CORE Design Account Form to include necessary fields to run the
FR F5b high
1 portfolio reports
CORE
B5c BR High [Acquired] legacy properties
1
CORE Design Account Form to include necessary fields to run the
FR F5c high
1 portfolio reports
6 BR Med 3rd Project based tracking
B6a BR Med 3rd Development projects
Out of the box SFDC task functionality -- allows users to
create tasks and assign to others to ensure task
FR F6a high 3rd
management and project status FROM THE WON
OPPORTUNITY FORM
B6b BR Med 3rd Advisory projects
Out of the box SFDC task functionality -- allows users to
create tasks and assign to others to ensure task
FR F3c high 3rd
management and project status FROM THE WON
OPPORTUNITY FORM
CORE
7 BR High Track and organize tasks, meetings and calls
5
CORE Enhanced team reports showing action items, meetings and
B7a BR High
5 calls
CORE
FR F7a high Design custom REPORT
5
CORE Auto process work flows for to do and follow up items
B7b BR High
5 regarding deals and meetings
CORE Design customer process work flows within SFDC -- need to
FR F7b high
5 define
CORE Outlook integration (first for administrator then for all end
B7c BR High
5 users during 2nd phase)
CORE Install Outlook integration package and work with IT team to
FR F7c high
5 ensure release is smooth
User Profiles defined -- system administrator vs. Assistant vs.
CORE management/sales team (lock certain fields for existing
B7d BR High
5 accounts/contacts --changes to these to be routed through
system administrator)
Lock all "NAME" fields -- can't modify any name field even if
CORE
FR F7d high you are the owner, must notify (use task or a form)
5
administrator --other field related rules to be defined as well
CORE
B7e BR High Various page views based on User Profiles
5
CORE marketing and analyst view to be designed based on fields
FR F7e high
5 they need to see (sales team will not see these fields)
CORE
8 BR High Quantify why deals are lost to key competitors
1
CORE
B8a BR High As opportunities are lost, track competitor wins
1

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CORE Custom field to appear when "Reason Lost" = lost to
FR F8a high
1 competitor --select competitor account to relate to the loss
CORE
9 BR High Data Migration
2
CORE [3 party purchased data if applicable] (accounts and
rd

B9a BR High
2 contacts)
CORE
FR F9a high Ensure all fields are represented and captured
2
CORE
B9b BR High Existing pipeline data from CRM or Excel or Word, etc.
2
Migrate active pipeline data from outside systems/Excel
CORE
FR F9b high (ensure all fields are represented) -- migrate all contacts
2
associated to each active account too
CORE Marketings updated marketing contact list (used in last
B9c BR High
2 marketing campaign)
CORE Migrate the "Scrubbed" contact list from marketing --
FR F9c high
2 marking each scrubbed contact with unique field
CORE
B9d BR High Capture client data
2
CORE
FR F9d high Custom fields used to define Clients and portfolio data
2
CORE
B9e BR High Existing meeting data from outside systems
2
CORE
FR F9e high Plan to migrate the existing meeting data from Excel
2
CORE
B9f BR High Existing businesses (referrals) from outside systems
2
CORE Migrate active businesses (referrals) from outside systems --
FR F9f high
2 define
CORE
B9g BR High All other existing contacts in Outlook for clients
2
CORE
10 BR High Mobility Functionality
4
CORE Ensure mobility features are set up and functioning in time
B10a BR High
4 for training
CORE Design mobile features and test to ensure working properly
FR F10a high
4 on MOBILE
11 BR High 3rd Marketing campaigns and tracking
B11a BR Med 3rd Capture leads from the Web site
B11b BR High 3rd Campaign management
B11c BR High 3rd Lead Generation (territory assignments, etc)
CORE
12 BR High Collaboration and communication
1
CORE
B12a BR High Chatter
1
CORE Enable chatter and train on functionality (install Chatter
FR F12a high
1 Desktop)
CORE
13 BR High Training (user adoption)
5
CORE Ensure users are engaged with multiple training sessions and
B13a BR High
5 quick tips.
Enable chatter "town hall" group so that users can post
CORE
B13b BR High questions as they work --responses are then captured for the
5
future and other users can benefit from reading the posts
CORE
B13c BR High Usability Testing (w/immediate enhancements as necessary)
5
15 BR High 5th Project close out
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B15a High 5th Document lessons learned
Write close out doc explaining how continual enhancement
B15b High 5th
projects will be planned

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Sign Off

Business Owner/Senior Sponsor

_________________________________
[Enter Name]
EVP, Business Development

Project Manager

__________________________________
[Your Name]
Salesforce.com Administrator

Misc. resource materials used in preparation of this document:

1. Ten Steps to CRM Success | A Customer Relationship Management White Paper
http://www.1stdirect.com/goldmine/Premium/Docs/10%20Steps%20to%20CRM%20Success_Final.pdf
2. Salesforce.com Workbook and other how-to videos, blog posts, and learning center entries

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