CRM Business Capabilities Mapping is an invaluable tool to understand the foundational building blocks of what CRM function does and establish a common language between business and IT. Instead of focusing on systems or processes, which are volatile and ephemeral, leveraging CRM business capabilities will help in understanding the current state and envisioning the future state and crafting a capability-centric CRM transformation roadmap.

What does a CRM business capabilities mapping output will look like?

Business capability modeling is a decomposition of foundational building blocks into ever granular and modular atomic entities that captures the essence of what CRM does. The structure of the CRM business capability model at Level 1 may include capabilities such as:

  • CRM Strategy and Planning
  • Sales Forecasting
  • Lead Management
  • Opportunity Management
  • Sales Management
  • CRM Analytics and Reports

Then each of these can be decomposed to a further level of granularity. How deep you go depends on the specific purpose of the capabilities will be used. Furthermore, the level 1 CRM business capabilities model components may be different for each company, based on the industry, the business model, and the sales and service model.

For example, the CRM business capabilities map between a B2B company will vary from the core capabilities of a B2B company, and indeed a B2B2C company may be a hybrid of the other two.

So, how do you use the CRM business capabilities in your CRM transformation journey?

  • CRM business capabilities can be used as an abstraction of the underlying features and functionality desired by the business.
  • The CRM business architecture map can be used to relate the capabilities to systems that support and orchestrate the capabilities. This system-to-capability footprint analysis provides an understanding of which system supports what capability and the fragmentation or monolithic nature of the functional coverage.
  • The CRM capabilities map can be used to evaluate vendor offerings as they offer a better proxy to evaluate the functionality, rather than in-the-weeds requirements.
  • CRM capabilities can be used to influence the modular and granularity of the IT Services (SOA/REST et al) that orchestrate the capability functionality.
  • The future state evolution of the capabilities can be crafted with a capability-centric requirements roadmap.

If you wish to jumpstart the CRM capabilities mapping exercise, consider a ready-to-customize CRM business capabilities model.

If you need help for a customized CRM business capability mapping effort, team can use the customizable CRM business capability model as a straw model to tailor to your needs. Please contact our Advisory Services team.

To learn how to build, manage and harness business capabilities mapping and business architecture, please consider Capstera’s Business Capabilities Mapping software.