In the final episode of this series, Lindsay Young, president of 3 Aspens Media, talks with Brian Gardner, founder of SalesProcess360 and author of ROI from CRM, about rolling out a CRM system. Brian outlines the key steps to ensure a successful launch, including the importance of thorough training, promoting the “why” behind the CRM, and creating an interactive, exercise-driven training process led by super users.

Brian emphasizes that CRM rollout is not a one-and-done event—it requires ongoing training, coaching and monitoring to ensure long-term adoption and success. He explains the difference between monitoring and coaching, why they are essential for post-launch success, and how the CEO for CRM plays a pivotal role throughout the rollout. The episode also explores common post-launch mistakes, such as neglecting ongoing training and the importance of maintaining momentum.

Tune in to learn how to navigate the critical early months of CRM adoption and keep your team engaged and committed for the long term.

In this episode, Lindsay Young, president of 3 Aspens Media, and Brian Gardner, founder of SalesProcess360 and author of ROI from CRM, dive into the next phase of the CRM journey: the CRM build.

Brian emphasizes the importance of starting with the end in mind, ensuring that the CRM is designed to meet the company’s future needs. They discuss how to use “day in the life” scripts to guide the build, and explain the technical aspects of CRM implementation.

Key topics include the critical role of data structure and data governance, especially in managing accounts and product taxonomies, as well as the integration of CRM with ERP systems. Brian also covers the importance of dashboards and reporting by role, making sure the CRM works for everyone in the company.

The episode concludes with a discussion on the testing phase before go live, common mistakes to avoid, and the vital role of the CEO for CRM throughout the build process.

In this episode (3 of 5), Lindsay Young, president of 3 Aspens Media, is back with Brian Gardner, founder of SalesProcess360, to explore a crucial step in the CRM journey: selecting the right vendor. Brian shares his insights on the vendor selection process, emphasizing the importance of using a structured, phased approach to ensure successful CRM implementation.

He explains the significance of creating “day in the life” scripts and how they help companies stay focused on their specific needs during vendor evaluations.

Key topics include the right number of vendors to evaluate, the role of the CRM partner versus the vendor, and the importance of an evaluation scorecard to keep the selection process objective. Brian also highlights common mistakes companies make, such as letting vendors drive the process, and offers tips to avoid these pitfalls.

Tune in to learn how to maintain control over your CRM vendor selection, create a clear roadmap for success, and position your company for long-term growth.

In this episode (2 of 5), Lindsay Young, president of 3 Aspens Media, returns with Brian Gardner, founder of SalesProcess360 and author of ROI from CRM, to continue exploring the role of the "CEO for CRM" and how to begin a successful CRM journey. Brian outlines the crucial steps companies should take when starting or rebooting a CRM system.

Key topics include assembling the right team—both stakeholders and super users—conducting a thorough CRM audit to identify gaps and inefficiencies, and establishing a structured roadmap for CRM implementation. Brian also highlights the value of a phased approach and shares strategies to ensure success, whether it’s your first CRM or a CRM retry.

Listen in to learn how to implement a CRM that drives results, aligns with your sales process, and enhances business growth.

In this episode, the first of 5 in a series, Lindsay Young, president of 3 Aspens Media, sits down with Brian Gardner, founder of SalesProcess360 and author of ROI from CRM, to discuss the vital role of a "CEO for CRM" in driving successful CRM implementation and adoption. Brian shares his experience in industrial sales and the importance of aligning CRM with sales processes rather than viewing it as just a technology project. He emphasizes how having a dedicated "CEO for CRM" can lead to transformative change within a company, ensuring that CRM supports team collaboration and sales growth.

Key takeaways include the significance of leadership in CRM initiatives, common mistakes companies make when implementing CRM, and how technology is advancing faster than companies’ abilities to leverage it. Brian also touches on the growing impact of AI, the evolving sales landscape, and the lasting effects of COVID on technology adoption.

Tune in to learn why a dedicated "CEO for CRM" is crucial for success and what qualities make an effective leader in this role.