Product Description

CRM Capabilities Model: CRM (Customer Relationship Management) capabilities framework is a comprehensive, industry-agnostic, multi-purpose Customer Relationship Management functional area business capability model. The CRM business capabilities model spans all key areas of CRM and is a hierarchical decomposition of “What” the CRM function does.

CRM Business Capability Model

What do I get?

  • A CRM Capabilities Model with about 100 capabilities

    Formats :

    Spreadsheet

    Presentation slides

    Word Processing document

Why do we need a CRM Capabilities Model?

The value of business capabilities is invaluable as they help bridge the gap between business and IT, help understand the essence of what a business does, and align development efforts to strategic priorities, which helps evolve and enhance capabilities.

Ideally, your firm should have a structured and well-defined enterprise business capability model, with CRM capability as an integral part. And furthermore, for the capability model to the actionable, it should be decomposed to a slightly granular level of capabilities (Level 3 or 4) for it to be actionable and to leverage in IT enablement projects.
One of the core functions of an enterprise is how it manages its sales and customers – Customer Relationship Management. In today’s highly competitive market, the Sales function and CRM capabilities have become ever more important. CIOPages CRM Business Capability Model intends to capture the detailed view and a nuanced perspective of what CRM does. It includes the nuts and bolts function as well as emerging and value-add functions/capabilities.

The CRM (Customer Relationship Management) Business Capability Model will help provide a jumpstart to envision a future state, conduct gap analysis, identify capabilities which are needed/improved, and help focus efforts on capabilities that matter!

What is a CRM Business Capabilities Model?

First, let’s understand what is a capability:  A capability denotes what a business function does and can do without regard to how it is done. For a detailed definition of business capability, please go here.

Consequently, a CRM capability is a mutually exclusive and individually whole elemental entity that describes what customer relationship management does and can do.

A CRM capabilities matrix is an agglomeration of such capabilities in clusters of logical grouping. The CRM capabilities map is a comprehensive and granular decomposition.

The CRM Business capability model is decomposed to a minimum of two levels across the spectrum of CRM Capabilities and many a time to levels three and four as well, depending on the granularity and modularity necessary.

The CRM capability list is structurally sound, internally coherent and maintains principles of MECE (mutually exclusive and collectively exhaustive), for the most part.

CRM Business Capabilities Model – Level 1

CRM Strategy and Planning Sales Forecasting Lead Management
Opportunity Management Sales Management CRM Analytics and Reports.
FREE BONUS Deliverables
General Intro to Capability Modeling
Business Architecture Framework
Business Capability Profile Template
Capability Assessment Template - Criteria and Notes
Role and Responsibilities of Business Architecture Leader

Caveats:

  • As the CRM Capabilities Model is a digital product, there are absolutely NO Returns.
  • Depending on your industry, the type of CRM functions and practices you follow, and the scope of your transformation, some or all of the CRM capabilities may not be relevant to you.
  • If you are a consultant or a consulting company, there is a different pricing, license, and terms.
  • Sold on an as-is basis and with no warranties
  • The sale of the CRM capability matrix does not include implementation help or support. If you need professional services assistance, please contact us.
  • Please review our standard terms of service.

Need Customization Help?

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What are Business Capabilities?

Business capabilities have been the foundational building blocks or Rosetta Stone for business and technology alignment. Business Capabilities describe “What” business does. Check here for a primer.

How should I use CRM Capabilities Model?

  • Understanding the essence of the CRM function and what it does.
  • Alignment between business and technology with a common language.
  • Mapping to Applications/Services to understand the footprint and coverage.
  • Creating a gap analysis between current state and future state based on Capability Maturity.
  • Understanding business needs for IT enablement based on stable entities.
  • Conducting vendor analysis using capabilities.
  • Leveraging in M&A to compare capabilities and their maturity between two firms.

But, our Company is unique – will the CRM model fit us?

Of course, every business is slightly different regarding which CRM capabilities it needs as well how such capabilities operate. However, while there may be divergence at the edges, there is a lot of convergence at the core between most firms. The differences may be in the relative emphasis on the key value streams and the absence or presence of specific capabilities and competencies based on your unique needs.

Last but not the least, we don’t expect our CRM Capabilities Model (or any other model in fact) to fit you 100%. We expect you to take this as a straw model or a base and a springboard to achieve the level customization and specificity you desire.

Not to toot our own horn, but if you need professional services to help tailor the CRM model to your needs and capture your firm’s unique essence, we can help.

Contact Us for Advisory Service details.

When should we buy a CRM Capability Matrix?

Anytime is a good time! However, there are always triggers which may necessitate a CRM Capability Model.

  • Strategic review and revamp of CRM Strategy and Operations.
  • CRM Systems replacement or re-architecture
  • CRM process re-engineering.
  • CRM model development as a part of an enterprise capability map

But, we have a Business Capability Model already?

Well, in that case, either you can go with it, or if you require validation and cross-reference, you will still find our map valuable. After all, the price is less than the one-hour of time spent on the combined brainpower assembled in the room.

What is my ROI?

The Value of Time Spent:

Typically, it takes a team of 5-7 to draft a CRM Capability Model:

  • Product Manager
  • Business Architect
  • Enterprise Architect
  • CRM Functional Experts – 2 or 3 to represent the broad spectrum of CRM functional areas.

Now you can multiply the average hourly cost of the team and the hours spent, and you’ll get the story.

Opportunity Cost:

In addition to the time spent and the associated costs of drafting routine CRM Capabilities, you also have an opportunity cost.
By quickly adding/deleting/modifying the base set of CRM Business Capabilities, your team will have the luxury of spending the balance of your quality time in conceptualizing and crafting the unique and specific Capabilities, which capture the essence of your company and its CRM practices, principles and perspectives.
Of course, let’s not forget the “Day Job” each of the SMEs (subject matter experts) could be doing.

Acceleration:

Instead of spending countless hours stretched across weeks or months, you can have a baseline of customer relationship management capabilities list in a couple of sittings. That helps you expedite and accelerate the CRM transformation planning.