Building a Future-Ready Organization
Leveraging Technology & Process for Sustainable Growth
Two years ago, our 35 year old SaaS company decided that it was time to rip off the BAND-AID and sunset our outdated legacy systems. The goal being to modernize our company with the tools required to enter the next phase in our organizational growth.
My observation when joining the company was that we lacked critical data to support growth-focused decision making. This article shares insights into the process of implementing new end-to-end systems and some of our learnings along the way.
Vision
In 2022, we began the process to overhaul our legacy systems and replace them with ones that would greatly advance our organization. While we knew that it would come at a cost, it was clear that this would be an investment in our future, not just an expense. Convincing our board of this vision was the first hurdle. We had to demonstrate that the benefits of a modern, integrated system would far outweigh the initial costs and disruptions. Once we overcame that hurdle, we began the presale process with our partner of choice, Salesforce.
Presale Process
The presale process, though lengthy and exhausting, was eye-opening. This exercise forced us to dig deep and meaningfully identify our true gaps and how best to address them with new technology and processes. Through this experience, we gained a clear understanding of how to structure our new systems for the greatest impact on our organization. This involved meetings with teams from sales, operations, customer service, project management, marketing, and systems. These discussions were crucial in mapping out our requirements and expectations, ensuring we left no stone unturned. However, trust me, there were still many stones we forgot to turn over.
I recall being asked, "How's the Salesforce implementation going? I've heard it's not going well." This comment, reflecting the frustration of those grappling with the change, did not unsettle me. Instead, it made me chuckle, knowing that frustration is often the precursor to adoption.
Implementation Journey
Upon finalizing our Salesforce contract, we engaged an industry-experienced implementation expert who played a pivotal role in actualizing our vision. The task before us was massive: replacing nearly every legacy system within our organization. We undertook the comprehensive implementation of Salesforce’s CRM for pipeline and revenue forecasting, CPQ for quoting, Pardot for marketing automation, and Service Cloud to bolster our customer service team.
The scope of this project was further amplified by our extensive customer base of 2,000 clients, rendering every decision complex and critical to get right. Moreover, the migration of legacy data into the new system presented significant challenges. Over the course of 18 months, we meticulously approached the implementation process, addressing one piece of software and one team at a time, while navigating the challenges of merging old with new. The transition was exceptionally demanding, and it is fair to say that our systems team was less than enthusiastic with me during much of this period.
Project Timeline
From the outset, we recognized that this transformation would span three years:
Year 1: Evaluate technology options, select the optimal partner, and commence implementation.
Year 2: Drive adoption and analyze the influx of new data.
Year 3: Refine processes and utilize the data to inform more predictable decision-making.
As we now approach Year 3, we are encouraged by the early outcomes. With our new fiscal year starting in October, we are entering the budgeting season armed with unprecedented data. This comprehensive data provides us with a much clearer picture, enabling us to make more informed decisions that will positively impact every facet of our business.
Data Advantage
The data we now have at our disposal includes:
Accurate pipeline and revenue forecasts
Outbound and inbound lead flow tracking
Speed of customer onboarding
Revenue recognition forecasting
Ticket SLA and resolution times
Retention metrics
This new dataset empowers us to understand the ROI of our talent decisions as we plan for the future. It stands as a testament to the critical importance of understanding our people and processes while leveraging the right technology to integrate and enhance these elements.
Challenges and Triumphs
This project was not for the faint of heart. The implementation was disruptive across the entire organization, and many team members were initially resistant to the new system. Before embarking on such a project, it is crucial to assemble a core team that believes in the vision. This core team serves two essential purposes:
They understand how the new system will integrate across all departments.
They actively promote the vision internally, mitigating negative talk and resistance to change.
I recall being asked, "How's the Salesforce implementation going? I've heard it's not going well." This comment, reflecting the frustration of those grappling with the change, did not unsettle me. Instead, it made me chuckle, knowing that frustration is often the precursor to adoption. Throughout the process, we never lost sight of the big picture.
Keys to project success:
Communicate Vision: Secure buy-in by demonstrating long-term benefits.
Identify Needs: Conduct comprehensive discussions across departments to map out requirements.
Adapt Strategies: Be flexible and ready to pivot based on evolving insights.
Choose Experts: Select implementation partners with experience in your category of business.
Phase Implementation: Follow a structured, phased approach (selection, adoption, refinement).
Build Core Team: Form a core team of internal advocates to promote the vision.
Prepare for Challenges: Anticipate and manage organizational disruptions and resistance.
Support and Train: Provide support and training for smooth transitions.
Enable Champions: Quickly identify early adopters who will help support the team during the transition.Â
Final Thoughts
Never lose sight of the big picture. Getting this right is the key to your future growth. The impact of getting it wrong equates to time and money wasted along with a negative impact to team trust and morale. Implementing a system of this magnitude impacts everyone in the organization, but the benefits of a properly integrated system, coupled with the right processes, drive predictable decisions and sustainable growth.
This experience has demonstrated that understanding your people and processes while leveraging technology is key to building a future-ready organization.