CRM Reading Lounge: The Essential CRM Guide
Key Appointments for CRM Success: Ensure CRM success with the right team! Discover the essential roles, from project sponsor to manager, needed for effective CRM implementation.
Updated November 2024

Ensuring the success of your CRM system in 2024 hinges on appointing the right individuals to key roles. Anticipating the future, it’s crucial to consider who will take on the positions of system administrator, project sponsor, and project manager. Without clearly defined roles and responsibilities for these crucial roles, your CRM implementation may encounter hurdles.
Project Sponsor
The role of the project sponsor is pivotal in determining the triumph or failure of the CRM project. The sponsor holds accountability for selecting the project manager, a decision that can significantly impact career trajectories. Responsibilities include:
- Advocating for the project throughout the company
- Securing necessary funding
- Resolving issues beyond the project manager’s purview
- Safeguarding against scope creep
- Decision-making at each project stage
- Chairing the project steering committee, if applicable
While not a hands-on position, a sponsor should be senior enough to wield influence and engaged enough to contribute actively when needed.
CRM Project Manager
The project manager assumes responsibility for detailed planning, day-to-day project management, and direct reporting to the project sponsor. This role, often filled by a senior manager or a specialized contractor, involves:
- Defining roles and responsibilities for the project team
- Planning from information gathering to risk analysis
- Designing project control mechanisms
- Managing CRM project scope in collaboration with the project sponsor
- Staying within budget and timeframe
- Ensuring quality and reporting progress
System Administrator
Identifying the system administrator early on is essential for their training. While their duties commence post-installation, early involvement is crucial. A system administrator should possess a mix of technical, people, and management skills, with responsibilities including:
- Supporting and maintaining the system
- Project management for systems-related projects
- Supervising or training technical support staff
- Acting as a consultant for complex issues
- Applying software updates and patches
- Troubleshooting problems and ensuring system recovery procedures
Division of Labor
Prevent confusion by clearly defining roles to avoid overlapping responsibilities or tasks falling through the cracks. Distributing tasks among the team ensures everyone is aware of their responsibilities, reducing the likelihood of breakdowns in relationships or overlooked tasks.
Risk Analysis
Despite thorough preparation, risks persist in CRM system selection and installation. Conduct a comprehensive risk assessment, scrutinizing every aspect of the business affected by the CRM system. Develop contingency plans by considering potential worst-case scenarios and strategizing on how to mitigate them.
A proactive approach to personnel appointments, role clarity, and risk management is paramount for a successful CRM implementation.
Also, read The Perfect Fit! Guides to Choosing the Correct CRM for Your Small Business before making any final decisions. Your career and or your business may be on the line, so don’t skimp on this.