Building Blocks for Successful CRM Implementation

Business Challenge

Our client had experienced significant growth across both its institutional and intermediary business lines. At the same time, the competitive landscape, client expectations, geographic breadth, and the regulatory environment are changing rapidly. The organization had ‘grown into’ a CRM operating model – with siloed processes and inconsistent data – that challenged the organization to answer key questions required to continue its growth trajectory.

Symmetrics Group defined a client-focused, efficient, effective, scalable, and risk-managed CRM operating model and to develop an aggressive plan to transition from the current state to the future state, all while retaining the organization’s strengths and culture.

Building blocks for successful CRM implementation

Symmetrics Group Approach

Through an extensive discovery process, Symmetrics Group uncovered wide variances in business processes and practices across the globe and customer lifecycle including territory management, lead management, opportunity management, contact management and account management. The lack of consistent terminology, standard processes and practices and a core set of globally defined insights inhibited our client’s ability to institute best practices in the field.

We led over 40 discovery sessions with Executive Leadership, Region/Country Leadership, Functional Leadership (i.e. Sales, Marketing, IT), Sales and Marketing Directors and Managers to identify the future state business capabilities, processes and key insights important to driving global consistency and improved sales effectiveness.

We then designed and developed a three-day workshop to bring together key stakeholders to validate and agree on a core set of business decisions which would serve as the input into future state CRM design. By leading this session through the lens of best practice, Symmetrics facilitated agreement around more than 40 business decisions across functions, regions and business units. These decisions became the core set of business requirements informing the reimplementation of


The client is now in the process of working in partnership with Symmetrics Group and a third-party systems integrator to design and re-implement a truly global CRM capability. The goal is to optimize sales team coverage of existing clients and prospects to focus on the right accounts within which to build strong relationships that yield a robust opportunity pipeline and sustainable growth of the business.


Our client is one of the oldest and most established asset management firms based in the UK with $462B in AUM, 3,700 employees worldwide operating from 38 offices in 28 different countries across Europe, the Americas, Asia, Africa and the Middle East.

Our client’s strategy is to deliver long-term value for its clients by delivering consistent performance, building close relationships with clients, ensuring operational efficiency, retaining and developing a deep pool of talent and investing in future growth opportunities.


Erica Abt – Erica is a seasoned sales effectiveness expert at Symmetrics Group who brought her expertise addressing fundamental sales strategy, process, and capability issues with sales leaders and their teams. Erica has managed numerous engagements related to CRM in Asset Management and other industries.

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