Welcome back to my A to Z of Back to Basics
Marketing. Now, we’re on B which is for Business Analysis. Ultimately, Business Analysis is
about enabling change in an organisation. Understanding it’s requirements and needs
of the stakeholders within it and then delivering solutions that meet those needs. It’s a role
that helps to facilitate change and then manage it going forward. Now Business Analysis can
be done at lots of different levels, it can be done at strategic level, tactical, or operational.
So it can range from huge change projects that affect the whole company, to just looking
at a certain process within one department to see where improvements can be made. What
I’d like to focus on today, is those changes when you’re adopting new technology. So, CRM
for example, is a classic case of a technology that gets introduced to businesses in the
hope that it will help grow the business. But the problem is, that most of the time,
these systems get implemented without considering the people and the process that goes before
them. That’s why I’m a big believer in people and process ahead of the tech. Because if
you don’t understand their needs, you don’t understand the process, then you could end
up with technology that’s creating problems, rather than solving them. There’s a lot of
statistics out there as to how many CRM projects fail. The most common is a third, so around
one third of CRM projects fail, and that can be for a number of reasons. It could run over
budget, there could be data integrity issues, so the data is unusable, and can’t be used
to help drive business decisions, or user adoption is low, people just aren’t using
the system. But in an article from Harvard Business Review, when executives were asked
whether CRM systems were helping their businesses to grow, the failure rate was actually 90%,
because they weren’t seeing the growth coming from implementing the CRM system. A great
observation that they make, is the reason why a lot of companies don’t see the desired
growth in their revenue as a result of implementing the CRM system is that there’s so much focus
on the reporting and analytics side of the system, so the data that it can produce, the
reports, dashboards that it can give to users. There’s so much focus on that rather than
focusing on the process and taking the opportunity to improve the processes when you implement
new technology. There could be improvements you could make to sales process to shorten
the sales cycle, so that you’re closing deals sooner. For example, CRM systems can enable
better information sharing across different departments, so your quotations team can respond
to requests for quotations quicker because they’ve already got a lot of the information
they to be able to produce the quotation. There’s lots of different ways that technology
can help departments work together, speed up the process. Because speeding up the process
isn’t just good for your business it’s also good for the customer experience, because
the customer is getting what they need faster as well. So, if you’re about to embark on
adopting new CRM technology in your business, don’t just try to shoehorn your business into
a system. Look at own processes, look at your own people, look at how they work and see
whether improvements can be made in those processes. And only then when you understand
your processes and you have defined the requirements and needs of the business and it’s stakeholders,
should you then look at a solution that will meet those needs. There can sometimes be a
reluctance to do this, because it’s slowing down the implementation of the project, and
there could also incur further costs if you need to get specialists to come in to help
you. But the fact is, it’s much more cost effective to plan a solution the right way
rather then implementing something that in the long run isn’t going to work for your
business. If it leads to inefficiencies in your business that is just going to cost you
more time and money. So, when you’re embarking on change projects, always think about Business
Analysis. To watch the rest of the videos in this series A to Z Back to Basics Marketing
simply follow the hashtag #AtoZBack2Basics.