CRM Implementation Specialist

A medium-sized company providing online marketing software for the restaurant industry was in the beginning stages of implementing a new CRM solution for their customers when they decided to reach out to McKinley Marketing Partners. The client needed McKinley to provide a product manager who was also a CRM implementation specialist who could effectively work with a technical team to develop the CRM product and sell it to customers.

The client needed a marketing strategy to implement and sell the new CRM serving a customer base of over 45,000 merchants. On their own, the client was unable to identify a qualified candidate with third-party marketing and database experience to lead the project.

SOLUTION

McKinley quickly identified a candidate who had previous experience marketing and developing software as a service (SaaS) products. The marketing consultant was responsible for the design, analysis, implementation and launch of the CRM platform.

The consultant developed a marketing and sales strategy and operational plan that included initial use cases, sales collateral, business rules and user interface design. He led initial analysis on the 360-view of the customer and RFM segmentation (method for analyzing customer value) and drafted vendor and customer legal agreements and provided product budgeting and revenue models.

The client achieved a seamless CRM product launch that was successfully sold to their customers. The CRM implementation specialist produced documented use cases and quantitative evidence to craft a value proposition for the CRM and how it can drive $3 of new revenue for every $1 spent.  The marketing consultant’s efforts resulted in $500,000 of revenue from the first customer in less than three months.