CRM Implementation

CRM Implementation

A B2B SaaS platform designed to help account managers efficiently oversee and organize client accounts.

Overview

Overview

Overview

Led the end-to-end CRM implementation for a leading energy provider, to streamline customer management and enhance engagement. This project focused on improving client interactions, data management, and operational workflows to ensure the businesses customer service and business goals were met efficiently.

My Role
My Role
My Role

Lead Consultant: Business Analyst and Scrum master

Lead Consultant: Business Analyst and Scrum master

Tools
Tools
Tools

Teams, Oracle Fusion Cloud, Microsoft ADO

Teams, Oracle Fusion Cloud, Microsoft ADO

Process
Process

Discover, Build, Training, Reflection

Discover, Build, Training, Reflection

The Problem

The Problem

The Problem

Account managers faced challenges in efficiently managing and tracking client interactions, leading to inconsistencies in customer data and missed opportunities. This lack of centralized, accessible information made it difficult to maintain organized client relationships, impacting overall productivity and client satisfaction.

Account managers faced challenges in efficiently managing and tracking client interactions, leading to inconsistencies in customer data and missed opportunities. This lack of centralized, accessible information made it difficult to maintain organized client relationships, impacting overall productivity and client satisfaction.

The Solution

The Solution

Sales Cloud, the B2B CRM system I designed, was specifically tailored to manage the business’s client information and streamline account management processes. This solution enabled account managers to access real-time data, track client interactions, and organize account activities more effectively, ultimately enhancing customer relationships and increasing team efficiency.

Sales Cloud, the B2B CRM system I designed, was specifically tailored to manage the business’s client information and streamline account management processes. This solution enabled account managers to access real-time data, track client interactions, and organize account activities more effectively, ultimately enhancing customer relationships and increasing team efficiency.

Discovery - Account Management

Discovery - Account Management

Discovery - Account Management

Workshops

Objective

Understand existing account management workflows and identify core CRM needs for effective account tracking and outreach.

System Transition

Business was moving from Saratoga to Oracle Sales Cloud (internally branded as Oracle CRM), focusing on replicating Saratoga’s account management functionality.

Primary Scope

Enable account managers to log, track, and manage periodic outreach to client accounts, aligned with Oracle CRM’s capabilities.

Workshop Facilitation and Deliverables

• Led workshops with stakeholders, setting the agenda, presenting key topics, and establishing requirements.

• Created user flows, user stories, and acceptance criteria to guide the design.

• Recorded detailed minutes and followed up to ensure clarity on requirements.

Risks and Challenges Identified:

• Scope Expansion: Additional requirements surfaced, which were crucial for fully replacing Saratoga.

• Resource Turnover: Departure of a key business Subject Matter Expert (SME) required quick adjustment to new stakeholders.

Development

Development

Framework

Followed the Scrum framework to ensure flexibility and iterative growth.


Sprint Planning and Prioritization

• Collaborated with stakeholders to establish development priorities, translating business needs into sprint-ready tasks.

• Coordinated with cross-functional work streams (CDM, Sales Cloud Development, Integration, UI/UX, and Reporting) to plan achievable goals within two-week sprints.

Continuous Improvement

• Actively incorporated user feedback from training into development cycles, addressing usability challenges and enhancing system functionality based on real user needs.

Challenges and Solutions

System Constraints

Encountered limitations in Oracle’s frontend capabilities but utilized Oracle VBC to customize the UI with layered pages, enhancing the user experience.

Data Governance

Business limitations around data storage in Oracle CDM required integration workarounds. We built custom integrations to enable data visibility while managing reporting and field search limitations.

Scope Expansion

Discovered a need for an account issue tracking feature late in development, which we adapted by implementing an additional service element.

Reflection

Reflection

Overview


This project offered a unique and rewarding experience, enabling me to deliver a complex CRM implementation that significantly enhanced the business’s account management processes. Through this effort, I introduced features like workspaces for custom lists and reports, allowing users to personalize their data views and access essential insights. While I encountered some UI limitations, collaboration with product support led to effective workarounds and a balanced solution. Looking ahead, this project also highlighted potential areas for future enhancements, such as territory management, an improved notes feature, advanced UI, AI capabilities, and expanded service functionality.