Acadia FAQ Answers 6 - Page 6

How do I document our CRM processes and procedures?

Creating procedures for CRM users is a complex task, but as with operating complex machinery on the shop floor, procedures and processes keep production moving and ensure each worker is doing the job correctly. Start by writing an overview of why you are using the CRM and how it applies to your organization’s goals and objectives. This is unique to each organization…

CRMs are powerful tools and so much more than just a database of contacts. When coupled with a marketing automation tool it can become a knowledge base of clients and potential clients. For these two systems to work together seamlessly, every user must understand the importance of the data they are adding and be aware of the properties to include in each record. By setting these standards, you are better able to recognize opportunities and sell more effectively.

Take time to list the individual procedures you will need to write. The best way to do this is to categorize them under headings. For example – you may have Accounts, and include the subheadings Creating a new account, Maintaining an account, etc.

It is a best practice to put a CRM Center of Excellence (CoE) in place to monitor and review all procedures on a regular basis- as THEY WILL CHANGE over time. The CoE is a committee responsible for creating accountability for making sure all things CRM are addressed and managed.


We have reorganized and tried to streamline our work but we’re having the same problems. Why?

Once you uncover problems, it’s tempting to take them at face value and dive in. But sometimes what you suspect isn’t the actual problem. It can be helpful to try the “five whys” approach, in which you ask and answer the question “why” five (or more) times to drill down to the core of an issue. Often used in industrial environments, but works in sales and marketing too, to figure out the real cause of the problem.

Another way to pinpoint where a problem originates is to trace your existing process in reverse. Working backward from deal to prospect stages is a useful way to see if the progression actually follows the process or if steps get skipped, changed in practice, or simply aren’t working as planned.