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PM Forum - Edinburgh
Building a business case for CRM
McGrigor's boardroom provided a sun filled setting for the CRM presentation from Lexis Nexis’ Darryl Cross to the Forum in Edinburgh in April.
Darryl’s presentation focused on how marketing and business development should build their business case for a CRM system. Darryl mentioned that the key to getting support from fee earners on CRM, or any other investment, is to show how it will accomplish one or more goals: increase firm profitability, improve client service and gain a competitive advantage over other firms. Guidance was given to help generate buy-in and roll out across professional firms and also the most effective scale and scope for a successful CRM system. Darryl also highlighted several common grounds for CRM failure and stagnation and steps that can be taken to avoid these pitfalls.
The session provided a very practical and pragmatic account of what's involved in the introduction of a CRM system to a professional service firm and the preparation needed. Darryl's experience across multiple professional service firms helped deliver a presentation that was relevant to all attendees. He also spoke of some of the macro trends affecting professional firms on a global level in the aftermath of the credit crunch; the impact on talent, client bargaining power, utilisation rates and business development, providing a very timely update on what can be achieved via an effective CRM system.
Thanks to Darryl for a very engaging and accessible presentation.
Jo Clark
Savills
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