Align your CRM Strategy to the Organization’s Mission

Understanding the mission of an organization is a good starting point when you are analyzing an organization. Mission tells you what the organization thinks is its purpose; why it does what it does.

Mission statements can be powerful north stars for you to align the CRM strategy to the customers that the organization is seeking to serve. Align your CRM initiative in the context of the organization’s mission, purpose, what it does and how it strives to be unique in the eyes of its customers.

As an aside, in crafting our own mission, we asked ourselves these questions:

• Who are we?
• What do we do?
• Why do we do it?
• Who are we doing it for?
• What makes us distinctive or unique?

We came up with the following for Varasi’s mission:
Varasi is a consultancy enabling organizations to have STRONGER CUSTOMER RELATIONSHIPS.

We grouped the answers to the other questions into ‘Where we Play’ and ‘How we Win’ from the Playing to Win framework (covered in a another article).

Where we Play:
Salesforce products and platform; Sales, Marketing, Service, Custom Apps, Communities.
Salesforce ecosystem

How we Win:
Focusing on client outcomes around Customer Relationship Management (CRM)
Repeatability through best practices and intellectual property.

A key pillar of our own CRM strategy needs to be adding value to clients in these niche knowledge areas that the discussion of our mission opened up for us.