CRM Implementation Checklist (30 Steps)
- Define one business outcome (e.g., +20% booking rate or -50% lead response time).
- Map buyer journey from first touch to closed won/lost and post-sale.
- Select an owner (Project Lead) and an Executive Sponsor.
- Pick a small steering group (Sales, Marketing, Ops/Support).
- Choose the CRM based on use cases, not feature lists.
- Confirm scope: core objects, pipelines, automations, and reports.
- Inventory source systems (spreadsheets, form tools, inboxes, ads).
- Define properties/fields and standardize naming and formats.
- Design pipeline stages to match real-world milestones.
- Write stage exit criteria so every move has a clear rule.
- Create roles & permissions (least privilege to start).
- Draft data retention rules and a deletion/archive policy.
- Plan integrations (email/calendar, forms, website, ads, payments).
- Document data mapping from each source to CRM properties.
- Clean data (dedupe, normalize names/phones/emails).
- Prepare import files with unique IDs and source tags.
- Set up validation (required fields, picklists, formats).
- Create must-have automations (speed-to-lead, reminders).
- Wire a booking system with reminders and no-show recovery.
- Embed capture forms on your website with UTM tracking.
- Draft dashboards for response time, bookings, show rate, and revenue.
- Build a sandbox or test account for dry runs.
- Run test imports with 50 records; verify ownership and history.
- QA automations with sample contacts and time windows.
- Train the team with role-based sessions and quick reference guides.
- Soft launch with one team or region for 7–14 days.
- Collect feedback and fix stage criteria, forms, or fields.
- Full rollout with a freeze window and daily office hours.
- Weekly health check on data quality, adoption, and KPIs.
- Quarterly governance: archive fields, update automations, refresh training.
Pre‑Implementation: Goals, Buy‑In, and Budget
Start with one measurable outcome to prevent scope creep. Tie every setup choice to that outcome. Keep your steering group small and empowered to decide quickly. Budget the total cost of ownership: licenses, setup hours, integrations, training, and ongoing admin time.- Outcome examples: -50% time-to-first-response, +15% show rate, +10% win rate.
- Time box phases: Selection (1 week), Build (2–3 weeks), Pilot (2 weeks), Rollout (1 week).
Data Migration and Integrations
Data quality drives CRM trust. Standardize formats, remove duplicates, and tag sources before import. Migrate in phases—contacts first, then deals/activities.- Property standards: Use picklists for lead source, lifecycle stage, and industry.
- Normalization: Names case, phone E.164, emails lower case, countries ISO.
- Integrations to prioritize: Email/calendar, forms, website analytics, ad platforms, payment links.
Automations That Actually Move the Needle
Launch a small set of workflows that directly support your KPI. Keep copy short and outcomes clear. Respect consent and quiet hours for SMS.- Speed-to-Lead: Assign owner → email in 1–2 min → SMS in 3–5 min (if consent) → task “Call in 5 min”.
- Booking Reminders: Email 24h → SMS 3h → SMS 15m with reschedule link.
- No-Show Recovery: Tag no-show → SMS next morning → owner task → fallback email.
- Dormant Re‑Engagement: Last activity >45 days → “Still relevant?” with Yes/Not now branches.
Practical Templates & Resources
- Stage criteria snippet (example): Qualified = ICP + timeline ≤90 days + decision maker engaged.
- Form copy: Ask only for must-haves (name, email, phone, intent). Add an unchecked SMS consent box.
- Calendar setup: Offer two slot lengths, buffer times, and timezone detection.
- Sales scripts: Two sentences, one CTA, one next step.
Expert Insights & Operating Guardrails
- Adopt before you automate: Don’t bury stage moves in logic before reps learn the pipeline.
- Owner clarity = speed: Round-robin new leads with a 5-minute SLA.
- Consent-first messaging: Only send SMS with explicit opt-in and quiet-hour checks.
- Data hygiene weekly: Dedupe, fix required fields, and archive stale lists.
CRM Options: Open Source vs Paid
Open-source CRMs provide control and flexibility, but demand more admin. Paid platforms reduce time-to-value and maintenance overhead. Choose based on team capacity and required integrations.- Open source: Flexibility, hosting control, deeper customization.
- Paid: Faster go-live, native integrations, lower admin burden.
90‑Day Timeline & Next Steps
- Weeks 1–2: Outcome, scope, fields, pipeline, basic dashboards, integrations plan.
- Weeks 3–5: Data cleaning, test imports, speed‑to‑lead + reminders, booking setup.
- Weeks 6–7: Pilot team live, collect feedback, fix gaps.
- Weeks 8–9: Full rollout, office hours, adoption monitoring.
- Weeks 10–12: KPI review, automate repetitive tasks, refine reports.
Final Recommendations
- Limit to one core KPI for launch and instrument it end to end.
- Keep WordPress lean; embed forms/calendars with native HTML blocks.
- Start with four workflows: speed‑to‑lead, reminders, recovery, and re‑engagement.
- Host governance in a living doc and review it monthly.
Frequently Asked Questions
How long should a small business plan for CRM implementation?
Most SMBs can go live in 4–8 weeks with a focused scope and a small steering team.What’s the minimum viable pipeline?
New Lead → Contacted → Qualified → Proposal/Negotiation → Closed Won/Lost, with clear exit criteria.Do I migrate all historical data?
No. Start with current and recent opportunities plus active contacts. Archive the rest for later import.Which automations should I build first?
Speed‑to‑lead, booking reminders, no‑show recovery, and dormant re‑engagement.How do I track lead source ROI?
Persist UTMs to contact fields, tag sources on import, and build dashboards by channel.How do I avoid user resistance?
Train by role, reduce clicks, and give reps a clear daily view. Collect feedback weekly and act fast.What about SMS compliance?
Use explicit consent (unchecked checkbox), honor STOP/HELP keywords, and enforce quiet hours.How often should I clean data?
Weekly hygiene for duplicates, invalid fields, and missing owners. Monthly archive for stale lists.Do I need a separate marketing tool?
Many SMBs run marketing inside an all‑in‑one CRM. If you outgrow it, integrate a specialist later.What KPIs matter most at launch?
Time-to-first-response, booking rate, show rate, and close rate by source.Recommended resources
- GoHighLevel — CRM, forms, calendars, pipelines, and workflows.
- Hostinger — fast WordPress hosting to keep capture pages lean.
- Namecheap — domains and SSL for secure forms and booking pages.
- Envato — landing templates and presentation assets.
- AppSumo — discover complementary CRM add‑ons and lifetime deals.
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