Design: Mapping Out Your Route

At this point, you know where you want your final destination to be. Now it’s time to figure out, step by step, what it’s going to take to get there. This is what we refer to as the design stage.


During design, we look at all the systems your organization already has in place, then determine which ones can benefit from being added to your company’s CRM platform. If you have a system that’s already working, you don’t want to have to completely change it to fit cookie cutter CRM program – and we can make sure you don’t have to.

Or perhaps you have a CRM program already in place but it doesn’t quite do what you need it to. Our experts at White Rock can help here as well by customizing Salesforce to better fit your needs.

During the strategy phase, we defined your company’s primary goals and outlined problems to solve. During the design stage, we take those larger goals and break them down into smaller steps and systems.

Here are some ways we can help do this:

1. Design your prospect and customer optimization strategy. How you define your customer management strategies is critical, and frankly, it’s where most businesses fail when implementing a CRM strategy.

Salesforce research found that only 45% of businesses are using their CRM to store their customer and lead data. While sales teams can especially benefit from a well thought out customer management system, if left to their own devices, less than 37% of sales staff typically use it to store data. It’s not surprising, then, that they also found that 63% of CRM projects fail.

If a customer management strategy is not optimized then put into practice, sales team members tend to handle their customer management based on their own individual preferences. Without a defined customer engagement process, account continuity, funnel integrity, forecast accuracy, and customer retention all suffer.

2. Manage all your content in one place. We want to get rid of each of those disconnected content tools and start hosting all of your content by using the Salesforce integration cloud-based platform. This way you can easily create and edit blog posts, landing pages, site pages, emails, and social media posts, then manage, optimize, and track your content’s performance all on the same platform you used to generate it.

3. Create responsive design for search, mobile, and conversions. Letting us handle the technical side of responsive design means that your content will be automatically optimized for every device, from desktop to mobile. With SSL built in, you’ll secure your website, giving visitors a safe browser experience and higher search rankings. You can also easily add in forms and calls-to-action, helping you convert anonymous visitors to qualified leads.

4. Personalize your website content to each visitor. Personalization based on things like location, source, device, language, and other details stored in your CRM helps provide a better user experience and a better performing website. With HubSpot’s smart content insights, you can even get information on who is visiting a page.

5. Help systemize your sales, customer service, project management, and other teams. A system provides your team members with predetermined, progressive communications and tools designed for specific situations to help find and retain customers. Using systems reduces time wasters, ensures consistency, strengthens customer relationships, and builds team member confidence.

6. Implement effective sales strategies such as the Salesforce CPQ (configure, price, quote) extension. CPQ allows your team to develop structured, scalable processes that helps your sales team systematically select the product right combos, control discounting, and provide CRM automation of approvals so your sales team can spend more time selling , close deals faster, and leave less money on the table.

7. Implement the right solutions to specific issues through use the thousands of options on Salesforce AppExchange. Before we approach your CRM’s design, it’s imperative to recognize that while your CRM is designed to handle huge amounts of data and to facilitate communication across your organization, it will only work if your team members make it work. We recommend asking some of your team members what would help them do their jobs better. This helps us gain insights into how to best design your CRM system, as well as giving your team members some “skin in the game,” in turn, encouraging them to actually buy in to using the completed system.

Let Us Help You Get Started!

Whether you are considering investing in a CRM, or need help customizing or maximizing your current Salesforce or Hubspot CRM for your organization’s specific needs, we at White Rock are here to help. Simply click the button to provide some basic information so we can determine the best place to begin for you, and someone from our team will reach out to you as soon as possible.