LancasterThriving_Summer2017 - 16

BUSINESS: BUSINESS PRIORITIES
whatever reason - smaller staffs, a more engaged workforce
or a more disciplined approach - our readers have better
quality data than others outside of Central PA.
More companies here struggle with adapting their CRM to
their unique business practices. Some, like RETTEW, have
tackled this problem head-on by adding custom developed
features and processes to their system. Like many
companies, RETTEW has customized their CRM (Microsoft
Dynamics, in their case), to support some unique business
cases.
"We have a relatively rigid 'go-no go' process at RETTEW,"
Barron said, "and we've modified our CRM to reflect that.
In essence, you can't truly open a project number without
going through some predefined 'go no-go' steps."
Of course, customization requires investment and Barron
is quick to point out that while there are features of other
CRMs that RETTEW might value, the customizations they've
done decrease the likelihood of switching platforms.
Some survey respondents, rather than opt for customization,
simply chose CRM packages tailor-made for their industries.
Platforms in the responses included software specific to the
travel, senior living and credit union sectors, offering more
specific out-of-the-box features for their users.

In the end, however, the most oft-cited challenge with CRM
usage was user adoption, with fully 36% of respondents
saying it's their biggest problem. Intulse's Goodling can
understand.
"We recently switched CRMs and it was entirely because
our people, myself included, were not comfortable with the
platform and inevitably avoided using it. It was slow and not
intuitive for our workflow. While we tried to force the issue,
the reality is that if you can't get your users comfortable on
the platform, you're not going to get any data. And if you
don't get data, what's the point?"
Goodling added, however, that with Intulse being a young
company with a small sales team, the change was easier,
though all the more critical.
"As we grow we want a system that people feel supports the
business. In our case, the previous CRM wasn't."
WHAT ABOUT SALESFORCE?

With Salesforce being the most popular platform on the
market, we were curious to see if the data would show the
prototypical user to be different than our other respondents,
and in a few small ways they were. Their average revenues
were higher and they reported utilizing more of the

PA 4191

You've built your business by
serving your clients' best interests.
So have we.

Remodel.

rethink. refresh.

Alex Brame, Market President
717-735-8867
ABrame@BBandT.com

Brubaker Inc. is proud to offer
single-source responsibility for
each kitchen remodeling project
that we undertake. Questions
about remodeling? Give us a
call today!

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Table of Contents for the Digital Edition of LancasterThriving_Summer2017

LancasterThriving_Summer2017 - 1
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