New White Paper Delivers Critical Insight into CRM Adoption

TopLine Strategies has published a white paper titled, “CRM ADOPTION: An Organizational Change Management Framework.” The publication is intended to help companies implementing a customer relationship management (CRM) to design and execute an effective CRM user adoption plan.

Tim Fargo, CEO, was one of three key contributors to the article. He stated, “Many organizations are taken aback by the organizational change management effort necessary to achieve high levels of CRM user adoption. User and team comfort levels will be disrupted with the advent of the new application or even a new release level. The move to a new enabling technology will require changes in both user skills and everyday business practices. We wanted to make a successful change management framework and the underlying principles more accessible to adoption planning teams and corporate executives.”

“The goal of a CRM initiative is measurable success: more leads, higher lead-to-revenue conversion rates, identification of up-sell and cross-sell opportunities and improved customer service,” explained Michael Grollman, executive vice president of professional services, and co-author of the white paper. He added, “CRM success can only be achieved with full adoption of the new processes by the intended CRM users. We wanted to distill the critical elements of a solid CRM adoption plan for the business executive and project manager audience.”

James Prevallet, master project manager and white paper contributor added, “Best practice CRM adoption efforts begin with first defining user effectiveness in phases. For the new work patterns to be fully adopted, a change management plan to achieve comprehensive user effectiveness must be designed, executed and continuously managed. TopLine Strategies has mastered the adoption process. We wanted to take the mystery out of CRM adoption by sharing our key lessons. There is no question that the payoff is huge. CRM adoption done well leads to improved client retention rates, increased revenue and other benchmarks of achievement. We hope this white paper meaningfully contributes to CRM project success.”

To download the white paper titled, “CRM ADOPTION: An Organizational Change Management Framework,” visit here:

About TopLine Strategies:

TopLine Strategies delivers to their corporate clientele the complete integration, development and staff augmentation services for CRM, Marketing Automation, BI/Analytics, Content Management and enterprise integration technologies.