Rapid Dynamics CRM implementation at the Internet Advertising Bureau
The Internet Advertising Bureau (IAB) is the UK trade association for digital advertising, representing the UK’s leading brands, media owners and agencies.
The IAB were looking for a fully featured Dynamics product which could provide all the functionality required by a membership association. IAB had already appointed Blue Dog Consulting during the initial project to help manage the implementation and enjoyed a successful working relationship which gave them a comprehensive understanding of IAB’s bespoke business needs and objectives.
IAB selected Bluelight CRM whose product and approach allowed for the rapid implementation of a new CRM system.
Bluelight quickly assessed how to minimise overall CRM costs, particularly around licensing, and how to improve current processes with their ready to use product and the latest functionality in Dynamics CRM. Bluelight developed a detailed understanding of IAB’s processes and requirements and were able to produce an incredibly challenging 5 week to Go Live plan.
The project timeline called for an integrated and highly agile approach with Bluelight coordinating development and internal engagement to ensure deadlines were met.
A dedicated Project Team comprising IAB and Bluelight staff was quickly set up to manage the rapid, agile implementation of the new Dynamics CRM. This focused on quickly identifying potential gaps between IAB needs and the standard Bluelight product and where it may require customisation. In addition to the configuration and customisation of the CRM a full data migration and a number of integration elements with third party software were within the scope of the 5-week timeline to Go Live.
The Bluelight strategy was to help form and engage with a ‘super user’ team, comprising key users from each department across IAB. These ‘Super Users’ were instrumental in disseminating knowledge and helping support user engagement and adoption. The Project was supported by a formal Project Board set up to include senior stakeholders from both Bluelight and IAB.
The approach allowed for rapid implementation but also ensured the internal structure to enable IAB super users to support colleagues and cement ongoing user adoption.
5-week project period
CRM implementation across multiple modules/business areas
Full data migration
Increased user adoption
Long term roadmap for ongoing CRM development and support