To really achieve results and ROI with CRM, you have to put metrics in place to enhance and track success. It's a fact that what gets measured gets done. As an added benefit, achieving goals can give everyone involved a feeling of accomplishment so they appreciate that the project is progressing and the time and money hasn’t been wasted.
But the worst thing you can do is to set unrealistic goals or metrics - what some people call “stretch goals.” In my experience, people who like to combine those two words are often the same ones who make unrealistic demands to get a challenging project accomplished in an impractical amount of time with insufficient resources.
Here are some of the “stretch goals” that are often set during CRM rollouts:
- We want 100% data quality
- We have to clean up ALL of lists right away
- Let's put EVERYONE through an hour of classroom training
- We should enter EVERY business development activity
- We are planning to roll out the system to the WHOLE FIRM ALL AT ONCE so we can get immediate results
- We have to get ALL of the attorneys to use it – without making ANY additional work for them – and without irritating ANYONE.
Good luck with that one.
Instead of achieving enhanced results, in most cases, setting these types of “stretch goals” actually ends up being counterproductive. I mean, who is willing to bend over backwards to try to accomplish goals that they don't believe are even achievable…