Why a Discovery Call is Crucial for the Right CRM Software Selection

Selecting the appropriate CRM software is fundamental to achieving successful digital transformation. However, this process often falters when the crucial initial step—the discovery call—is minimized.

A great discovery call acts as the stepping stone for the right CRM selection, implementation, and adoption. It serves as a necessary icebreaker, paving the way for subsequent steps such as a detailed discovery sessions or a product demonstration. The goal of this exchange is to genuinely understand why a CRM solution is needed, defining both the current and future scope of CRM work.

The Dual Purpose of Initial Communication

The initial discovery call helps both the client and the CRM consulting firm understand each other. The consulting firm introduces its business domain, experience, and the types of CRM software it can implement or consult on. Simultaneously, the client introduces their organization and industry vertical, sharing broad requirements, pain points, and business needs.

Uncovering Needs, Gaps, and Scope

A key function of the discovery call is for the CRM consulting firm to ask targeted questions that reveal the client's current state and anticipated improvements.

1. Defining the 'Why' and the Challenges: The firm must ascertain the reasons for seeking a CRM solution. The customer articulates pain points, business challenges, and the current set of business processes within customer-facing divisions.

2. Identifying Gaps: Critical questions address the challenges faced when managing these processes without a CRM software. The consulting firm identifies gaps in the client's business processes at this stage.

3. Determining Scope and User Needs: The conversation must clarify the extent of the implementation, including how many users will use the CRM software. It is essential to specify the business processes for which the CRM is needed—such as lead management, sales pipeline management, marketing, campaigns, customer service, or support. The client explains how they foresee the CRM helping manage or improve their current business processes.

   
   

Assessing Technical Environment and Organizational Readiness

To recommend the best application, the CRM consulting firm must understand the client's technology landscape and organizational readiness.

1. IT Infrastructure and System Compatibility: Understanding the current IT infrastructure is key to selecting the right solution. The consulting firm asks about legacy systems, the current technology stack, and other business systems in use, such as ERP software or older CRM platforms.

For instance, if a customer uses Microsoft Dynamics 365 ERP or the Microsoft Office stack, Microsoft Dynamics CRM might be a suitable recommendation due to its natural integration capabilities. Additionally, the company’s mailing and document solutions must be considered.

2. Adoption and Education: The call allows the CRM consulting firm to assess the readiness of the customer’s team that will use the CRM system. It helps identify potential cultural or adoption-related challenges that might arise during implementation.

   
   

   The firm also uses this time to provide basic education on best practices and potential implementation challenges. It emphasizes why CRM adoption is crucial for success and highlights the importance of top management involvement throughout the selection, implementation, and usage phases.

   
   

Defining Constraints and Building Confidence

A typical discovery call lasts between 30 minutes to 1 hour and is used to gauge complexity and financial readiness also.

1. Budget and Customization: The customer’s allocated budget for CRM implementation is a vital piece of information. Based on requirements, the firm determines whether a basic implementation will suffice or if detailed configuration or customization can be looked at.

2. Establishing Trust: The consulting firm builds the customer’s confidence by citing relevant industry examples and explaining how similar challenges were resolved. This confirms the firm’s experience in the customer’s industry domain and organizational size.

   
   

CRM Selection Discovery Questionnaire

This questionnaire provides a structured approach for the initial discovery call, focusing on key areas necessary for selecting the right CRM software.

Category	Key Questions for Discovery
I. Requirements & Scope	1. What kind of CRM solution is currently being evaluated? 2. What is the total number of users who will use the CRM software? 3. For which processes is the CRM software required (e.g., sales, marketing, customer service)? 4. How do you foresee a CRM solution helping you manage your current state of business.
II. Current State & Challenges	5. Why is a new CRM solution needed, and what specific pain points do you have? 6. What are the gaps or challenges faced in managing current processes without a CRM solution? 7. Has the company ever used any other CRM software (legacy or otherwise)? 8. What is the current readiness of the team that will use the CRM system?
III. Technical Environment & Constraints	9. What other business systems (e.g., ERP solutions) does the company currently use?10. Could you describe the current technology stack and the mailing/document solution being utilized? 11.Is there integrated needed between business and CRM (E.g. ERP and CRM ) 12. What budget has been allocated for the implementation of this CRM solution?

Conclusion

A thorough and detailed discovery call is essential for maximizing Return on Investment (ROI). By dedicating adequate time to understand the current state, pain points, IT environment, and budget, the client is empowered to reassess their business needs. This preparation ensures that the CRM consulting services firm recommends the best possible solution, laying a strong foundation for successful implementation and adoption. The rigorous discovery process is the pivotal first step in selecting the right CRM software for the business.