In conversation with Niels
“I joined this transformation as a Senior Process Consultant in 2017. The client had already worked successfully with some of my colleagues, which led to our involvement in this project,” Niels explains. “Previously, they were using outdated software that no longer met their needs, scale, or objectives. The transition to Salesforce CRM required phasing out the old system while gradually migrating customer data and functionalities. Our role was not just to create a plan but also to ensure its successful execution.”
A large-scale transformation
“This project impacted multiple business units, including sales and customer support. It was crucial to ensure a smooth transition without disrupting daily operations. We collaborated with multiple partners and external consultants, working closely with internal teams. The project team consisted of 70 people, all working on a transformation that affected the entire organization.
A large-scale CRM transition like this typically takes five to seven years, and this one was no different. The transformation to Salesforce CRM spanned from 2016 to 2023. My team was actively involved from 2017 to 2020, after which our colleagues took over.”
Our approach: analytical and process-oriented
“As process consultants, we started by analyzing existing workflows. How does the business recognize and qualify new leads? How do they nurture customer relationships and identify needs? We examined the entire system to spot inefficiencies. One key issue we found was that a significant portion of lead data was incomplete because certain fields were not mandatory.
After documenting these processes, we moved to the design phase, assessing what Salesforce CRM could offer while staying as close as possible to the existing framework to maintain business continuity. Based on interviews and analyses, we designed solutions that would work. Eventually, the business said: ‘Great idea, let’s do it.’”
"This experience taught me that success isn’t just about technical solutions; it’s about collaboration and communication."
From functional concept to implementation
That was just the beginning. “The IT team still needed to be convinced of the functional plan. Our initial proposal wasn’t immediately feasible within Salesforce CRM, so we had to find a way to make it work technically. We took an iterative approach, refining the plan until we found a solution that was both functional and technically viable. Once approved, developers built the system, and we worked closely with the business to test and refine it, ensuring it met their needs.”
Increased efficiency, minimal downtime
After three years, the involvement of process consultants Wim, Jasper, and Niels came to an end. “While we didn’t see the full transformation firsthand, it ultimately resulted in a seamless transition to Salesforce. The legacy system was phased out without issues, and the new functionalities were successfully implemented. The outcome? A high-performing Salesforce CRM solution with minimal downtime, significantly improving efficiency across multiple business areas.”
Key challenges in the Salesforce CRM
The biggest challenge for Niels? "Aligning business and IT. The business often wants a Ferrari with all the bells and whistles, while IT prefers a simple, standardized solution. This means all parties, both business and IT, must take steps to understand and work with the new system. Additionally, the client needed to transition from system A to B as quickly and cost-effectively as possible. Proper change management and employee engagement were essential in making this happen."
Working in a multidisciplinary team
The project was extensive and involved many stakeholders, customers, and channels. "We structured the program with clear milestones and used Agile, Scrum, and sprint reviews to monitor progress and present results. What really energized me was the impact we were able to make as a team. This experience taught me that success does not just depend on technical solutions but also on collaboration and communication. We must remain flexible and work together effectively to achieve our goals, which is a crucial lesson I have learned in my career."
A successful collaboration
The client’s transformation was complex and required overcoming many challenges along the way. “Through collaboration, iterative processes, and the involvement of all stakeholders, we delivered a solution that truly moved the client forward,” Niels concludes. “I’m proud of what we accomplished.”
