Customer Relationship Management (CRM) is a household name these days. According to a recent report from Gartner, CRM technology is now the largest and fastest-growing software market, with worldwide revenue reaching $39.5 billion in 2017.
Most businesses find CRM critical to its overall success, however, users of the platform struggle with adoption due to the lack of perceived value associated with CRM data entry tasks. Typically projects fail to reach desired results because the users simply don’t see why a CRM technology solution is better than Excel or Post-It Notes.
Technology is only one part of the equation, according to Brian Hattaway of ProCore Resource Group. ProCore discovered early on that technology isn’t the end-all, be-all solution people want it to be. Instead, they’ve learned that to truly innovate, a company needs to bake streamlined processes into their business and culture, and then implement tailored technology solutions.
We recently spoke with our partner Brian Hattaway, Founder and Managing Partner of ProCore Resource Group, to learn more about their refreshing take on business process reengineering. ProCore Resource Group has been a Salesforce Silver Partner for over 13 years and is a proven and trusted consulting firm with expertise in Salesforce architecture, development techniques, and business solutions for forward-thinking clients.
Read on to discover why business process reengineering is so important for business transformation.
A Priceless Lesson
When it comes to learning lessons in business, failed projects often teach you more than your successes. We asked Brian to tell us how ProCore Resource Group came to be. The firm’s genesis began after an unsuccessful project delivery.
“I was working on a technology project that was very complex and involved a lot of complicated delivery requirements. From my experience, successful projects require a lot of upfront planning to ensure all the delivery requirements have been mapped out and tied to the business process. Plan the work, then work the plan. The technology we were deploying at the time was sophisticated, however, the client wasn’t able to provide us with enough guidance on the processes they needed the technology to perform for their company or users,” Brian remembers.
This taught Brian an invaluable lesson that he would use to form the founding principles of ProCore.
“I learned pretty quickly that you can have the best technology in the world, but if you don’t understand the business process, that technology will fail,” Brian states.
And with technology spend growing rapidly year over year in a wide range of industries, companies need to focus on understanding and reengineering business processes if they want their technology and automation investments to work. This is where Brian and the rest of his team at ProCore are making a difference.
Process As the First Step Towards Innovation
Most companies will identify a problem they want to solve and then choose a technology to “fix” it. Once the technology has been implemented, companies typically alter or adopt processes to fit the new technology into their workflow.
ProCore helps companies flip that model to ensure the technology solution delivered maps to optimized business process. Taking this “process first” approach helps mitigate unnecessary change management challenges once the solution is deployed.
Armed with the first-hand knowledge that process needs to come before technology, every ProCore project starts by understanding your business processes and how to optimize them first before technology enters into the mix.
“Process is the leading function we use to ensure successful technology deployments for our clients. We want to learn what your process is and deploy technology that makes that process come alive,” Brian says on what makes their methodology unique.
This principle is what made ProCore’s first technology deployment so successful.
“Back in 2005, our first client was a large telecommunications company that wanted to deploy a new technology (Salesforce? solutions) for their sales group,” Brian recalls. “By developing a deep understanding of their existing sales processes, we were able to document the specific technology requirements needed and organize the 600-seat nationwide deployment in just 90 days. At the time, it was one of the largest Salesforce? software deployments.
“We focused on how to blend the technology into an already established process within the client’s business. That made all the difference.”
Their unique approach to digital transformation didn’t go unnoticed, either.
“Salesforce liked the methodology we used and appreciated the level of clarity we were able to obtain from our client,” he adds. “In fact, they actually asked us to be a part of their partner network. Since then, we’ve done nothing but Salesforce consulting projects for companies that are seeking smarter and more innovative ways to grow their business.”
With a unique approach that leads to more successful technology adoption and increased technology ROI, it’s no wonder that ProCore is a Silver-level partner and is a valued member of the Salesforce Partner Community.
“We have a strong bench of highly talented and skilled developers that work specifically on Salesforce projects. We even have a Salesforce Certified Technical Architect on the team, which to the industry is a big deal since there are fewer than 2,000 certified Salesforce architects in the global ecosystem. With the growth of these types of deployments, CRM will continue to be a lifeline for organizations that need better sales management process.
Technology & Value
Part of the reason why ProCore’s approach is so successful is that it inherently creates more business value.
As Brian was quick to point out to us: “Replacing technology (e.g. upgrading your CRM system) does not create value. You’re not really changing anything. However, if you can reengineer a business process for increased efficiency or effectiveness, you can create more long-lasting value.”
For example, ProCore worked with the Government Employee Health Association (GEHA) to improve their dental network for federal employees nationwide. They came to ProCore hoping to improve their network’s dentist onboarding as their current process took 120 days to vet a new dental provider. Simply implementing a new technology wasn’t going to help them shave down that process.
“We went through a process analysis and found that tremendous amounts of paperwork and process redundancy took up a large portion of those 120 days. Once the customer understood what processes needed to be automated or reengineered, our technology deployment brought GEHA’s onboarding time down to under 15 days,” explains Brian.
Focusing solely on new technology does not guarantee an improvement in the business throughput, which may reduce the value or ROI they might see from their technology investment. By putting process first, companies can cut inefficiencies or inaccuracies from their business, creating more value.
Bringing Efficient Processes to CRM
One of the biggest technology investments businesses make is in managing their contacts, with 91% of businesses with over 10 employees using a CRM system. But that doesn’t mean that the tool is being used or creating value for the business. As a Silver Partner for Salesforce, ProCore has had to tackle CRM adoption problems many times in the past for their clients.
When asked why 63% of CRM projects fail, Brian says: “Oftentimes with CRM, you’ll have a technology that requires sales reps to do their normal day job and then write up the results in the CRM after their day is done. It adds to their day with no foreseeable benefit.”
To have a successful CRM implementation, Brian recommends that firms reengineer processes that allow your sales reps to spend more time with clients.
“Your CRM asks your sales people to give up face time with a client to input client data. You need to give them something back. For example, deploying CRM data automation gives them tangible intelligence they can use to grow relationships and automates much of the busy work,” Brian shares.
And to help reps make the most of the time they do spend with clients, reengineering processes that allow for greater relationship intelligence can help build strong rapport, trust, and understanding.
“A tool like Introhive helps automate mundane process in CRM and helps users take fingers off keys to ensure users have more time to manage their core job responsibilities. The insights and information automatically get added to the CRM and the end user can spend more time being productive. That is certainly one way to add value to your CRM users,” he states.
Through increased visibility and insight into client and prospect relationships, reps will be better equipped to develop stronger, more valuable relationships.
For more insight into how to reengineer your own business processes and relationship intelligence, click here to request a personalized demo.