The Case for Merging Multiple CRM Instances

The Case for Merging Multiple CRM Instances

It might be the case that perhaps more than any other application, organizations, especially enterprises, find themselves running multiple instances of the same CRM application. According to research by Stamford, Conn.-based Gartner, only 30% of large-scale enterprises use single-instance CRM application. A single-instance can offer a lower total cost of ownership but it can also bring about significant organizational challenges.

Why do Organizations Run Multiple CRM Instances?

Let’s use Salesforce CRM as an example throughout this article. Salesforce CRM is unarguably the number one CRM suite in the world. Salesforce refers to single-org and multi-org deployment strategies. This really just refers to the number of Salesforce instances in use.

A multi-org deployment can come about by design. Among the reasons cited for following this approach are wanting different parts of the organization to have complete autonomy. This also means that Salesforce Administration needs to be devolved. A multi-org situation is when a business has their Salesforce production data and processes spread across different (multiple) instances of Salesforce, which can make it difficult to get a “big picture” view of all data and business metrics.

In contrast, a single-org strategy allows centralized management and standardized sales processes. It also makes it easier to get a “big picture” view of all data and business metrics.

Salesforce allows users to consolidate multiple CRM instances, also known as an “org merge.” An org merge merges multiple Salesforce CRM instances into a single instance, also known as “Single Global Org.” This allows the business to have a single, universal view of customer data, but merging different Salesforce instances may be highly disruptive, or even impossible.

What Types of Challenges Do Organizations Face if They Run Multiple CRM Instances?

There are numerous challenges organizations face when they run multiple CRM instances.

  1. Barriers to Adopting SaaS Applications

Because many organizations have multiple, disconnected instances, this can create a barrier for effectively adopting SaaS applications that integrate with Salesforce. Not all SaaS solutions can handle multiple instances and may only be deployed in one area of the business.

  1. Inconsistent Picture of Customer Data

Not only is it the case that sales leaders and executives make decisions with an inconsistent picture of customer data, but there could also be incomplete and inaccurate data. This could be crucial information about the lead, or it could be information about interactions with the lead. Whatever the case might be, this could mean missing potential cross-sell or upsell opportunities, or duplicating efforts from salespeople trying to sell to the same lead.

If there are customer interactions originating from different parts of the business, everyone involved needs to be aware. Perhaps the marketing person already sent and spoke to a lead about a piece of content and now sales just sent them the same piece of content. Within organizations, this is often called “data silos,” and it can have major impact on productivity, data collection and sales efforts.

  1. It Can Affect Planning

When you are planning your business needs, whether for the quarter or year, you must be able to consolidate, compile and analyze all data related to failures and successes. To get a single view of accurate and trustworthy data, the Salesforce CRM implementation must be connected to the entire enterprise. When everything is connected, sales leaders and executives can get a 360-degree view of sales, market forecasting, all customer data and reporting is in one location rather than spread across multiple locations.

Merge Multiple CRM Instances for Improved Visibility Across the Organization

Org merge projects can involve risks, but the benefits outweigh the risks when it’s implemented and handled correctly. An organization can enjoy the benefits of a single source of reliable customer information, cost savings and standardized processes.

Some key considerations to think about when starting an org merge project include:

  • Which organization will be the master organization?
  • Which fields or data sets must be included and which ones can be removed?
  • What kind of consolidation will be done among business practices?
  • Are there multi-currency and multi-language issues?

Vortini has been designed to work through organizational changes such as mergers and acquisitions because we know this is an important business reality. Vortini can consolidate and merge multiple CRM instances so executives get a complete view of all relevant customer data. We make the process seamless and easy with our expert team. Contact us today to learn more.

Jess is a communications professional and Vortini’s lead content/web developer. Her current interests lie in the intersection of sales technology and machine learning. In her free time she reads a book-a-week, practices yoga, and is an avid gardener.

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