During a new software implementation, it is all too common to focus on the changes in processes and tools while taking for granted the “people” aspect of change management. As businesses become more and more virtual, it is easier to forget that there are real people and problems behind the tools.
For CRM transformations, almost every business suffers from a situation of historically siloed business units: sales, marketing, and customer care often having completely different, myopic points of view of the business, KPIs, and priorities, resulting in mismatched data, confusion, and often, resentment between teams.
Whenever possible, the importance of holding alignment meetings and conferences between diverse, interdependent functional groups cannot be overstated. One of the most effective communications strategies I have found is facilitating cross-functional value-stream workshops across impacted business units, with the purpose of visualizing and aligning on the interdependencies and bottlenecks specific to each function and ensuring each function/piece of the value stream is given equal importance.
Ultimately, one of the main purposes of these cross-functional meetings is to stimulate behavioral change in employees and help them see the need for collaboration across the enterprise in order to solve many of the pain points.