Investing in new go-to-market software to support your sales and marketing teams is undoubtedly an exhilarating prospect. It comes with the promise of revolutionising your endeavours and propelling growth for the whole business. However, beneath the excitement, a nagging concern often lingers.
Will the team actually use the software in their daily work?
Will we be able to unlock the full potential of the software, or will we be plagued by low user adoption and patchy competence?
Frankly, it's a valid concern; too often this has been the past experience of sales and marketing managers. They have either already tried to drive the adoption of new marketing and sales software and copped the blame when it hasn't gone well, or been on "the shop floor" when a new mandatory system has been foisted on them by the senior executives and rather than helping with their work, has just added to the jobs to be done to keep the boss happy.
The key to releasing the power of your software investment and achieving rapid ROI is to select an experienced implementation partner who has "been there, done that" many, many times before. Here's a guide to help you make that choice:
The "Three As" Method For Successful Software Implementation
1. In-Depth Analysis:
Understanding Your Unique Needs Before diving headfirst into implementing your new software, take the time to understand your organisation's distinctive and specific needs. Every business is unique, and a one-size-fits-all approach won't cut it. Seek partners who conduct comprehensive analyses of your go-to-market processes and customer lifecycle. They should seek to understand your growth objectives, key performance indicators, and reporting requirements. Their analysis should form the foundation for a tailored implementation designed to align with your business.
2. Alignment to jobs to be done:
To unleash the true potential of the software you have purchased it should be aligned with your unique go-to-market strategy, processes and most importantly, the jobs to be done by the team. Look for partners who can configure the software's features and capabilities to support and enhance the way your teams work. The goal should be to have the software adapt to your processes, not the other way around. Additionally, seek partners who can provide guidance on best practices to optimise your existing approach. They should leave you with resources like template libraries for future work and governance documents to ensure ongoing alignment.
3. Effective Adoption:
One of the critical factors in achieving success with your new software is ensuring that your team embraces it wholeheartedly. Seek partners who offer comprehensive training programs for your entire team, including initial and ongoing training. Recognise that not everyone learns at the same pace or in the same way, so look for partners who are patient and accommodating. They should be committed to getting your team comfortable with the software to ensure a swift path to value.
Crucially, a partner's commitment should extend beyond the initial onboarding phase, with regular check-ins to see if the systems and software are being used and if not, to understand if retraining is needed or if the roll-out needs to be tweaked to match your processes better. This is especially crucial during the first 12 months.
The characteristics of a good partner
Comprehensive Industry Experience:
Look for a team with more than just technical expertise. Seek partners who are business professionals with hands-on experience in your industry. Partners who have carried quotas, managed teams, and developed marketing strategies are better equipped to understand your business and cater to your unique needs.
Professional Training Expertise:
Your ideal partner should not only be proficient in the tools but also have a deep understanding of how people learn and be adept at driving user adoption. Their job is to get your team to a point where they "get it" and can see how using the software enhances their daily work life.
Learning Applications and Tools:
Effective learning and ongoing team development should be a priority. Partners who use modern learning tools, such as mobile applications, can make training fun and engaging through gamification. This approach simplifies grasping the software's capabilities and applying them effectively in real-world scenarios.
A Proven Track Record:
A partner's portfolio speaks volumes. Look for evidence of successful implementations across various industries. Whether you're a startup looking to scale quickly or an established enterprise aiming for operational efficiency, seek partners with a consistent track record of delivering results and have a long list of customers happy to give testimonials. Ask the partner you plan to use if you can call a couple of their recent customers for a reference check.
The Bottom Line? Mitigate your risk.
Low or poor user adoption of new software is the predominant risk. The cost is many, many times higher than the actual subscription cost of the software itself. Select an implementation partner that has real-world experience in a business like yours and has worked in the same roles you expect them to train. When it comes to effective training, understanding and empathy win the day. Your provider must customise how the software is applied to your business and align with your team's workflow, not the other way around. This is a key factor in achieving rapid and widespread adoption, faster ROI, and effective risk management of your investment.
Are you considering implementing sales and marketing software? If so, we'd like to find out more about your business and if appropriate, offer some advice.
You can see our customer testimonials here, or if you are ready to chat, why not book some time with one of our implementation experts to discuss some best practices for go-to-market software adoption for your organisation.
