CRM Success Workshop

November 7-8, 2017 – Charlotte, NC

Attend the CRM Workshop and Learn to:

  • Write a CRM Roadmap
  • Design a Sales Process
  • Engage Your Leadership Team
  • Drive Up User Adoption

Featured Guest Case Studies

Learn from the CRM successes and struggles of leading CRM practitioners including:

  • Intel
  • Intertape Polymer Group
  • Vinventions


Is Your CRM Producing a Measurable ROI?


Organizations that engage customers and employees experience a 240% boost in business outcomes.

$5.60 - $8.71

The average payback on every dollar spent on CRM projects is $5.60-$8.71.


Companies with a sales process are 30% more profitable than companies without a sales process.


Considering a CRM solution, or struggling to get the most out of an existing CRM solution.  Join your peers for the can’t miss 2 day event for customer relationship management owners, sales/marketing/service leaders, administrators, and project managers. Regardless of which CRM solution you’re using, the workshop delivers content on how to get your team to actually use CRM to generate (and measure) ROI.

Day 1 (November 7): CRM Planning and Sales Process 

  • Develop a visionary CRM plan
  • Engage your leaders and project team
  • Get your project started off right (or back on track) with a roadmap
  • Benchmark your CRM project to celebrate success and continually improve
  • Develop a sales process that your team will buy into

Day 2 (November 8): Sustain CRM Success

  • Design a change management plan to drive better adoption
  • Learn from peer case studies
  • Discover how to strengthen the sales and marketing connection
  • Deliver a governance strategy to keep data clean and keep usage high
  • Leave with a set of brainstorms, workbooks and team engagement tools

Learn the best practices that these past attendees have captured:

Wells Fargo

TUI Travel

Duke Energy


Prison Fellowship

Bank of America

Midrex Technologies

Intertape Polymer Group

Hampton Products

Comporium Communications


Tuesday, November 7, 2017 at 8:00 am –

Wednesday, November 8, 2017 at 5:00 pm


University of North Carolina at Charlotte
PORTAL Building
9319 Robert D. Snyder Rd.
Seminar Room – 2nd Floor
Charlotte, NC 28223

Does Your CRM Project Need Some CPR?


30%-60% of CRM projects fail


47% of CRM projects fail more than twice.

Attend if You Are:

  • Considering a new CRM project
  • Upgrading sales processes or migrating them into your CRM
  • Evaluating a CRM solution, but unsure of where to start
  • Struggling with CRM and looking for a way to get it back on track
  • Seeking ways to improve your existing CRM processes and solution
Who should attend the intranet planning workshop?

The methodologies I learned in these sessions will be a huge leap forward for our CRM project – but they will also be valuable in improving communications and creating change across all areas of our organization.

What a unique combination of seminar, workshop, training and networking. I have a notebook full of things to get done right away, and things to think about for the long-term!

At last – a workshop with deep-dives and how-to sessions on leading, planning and managing a CRM project so that it will deliver value and get adopted.  This was a home run – a great investment!

Inventive conference.  I wish our sales and marketing director had attended to catch this vision of better employee and customer engagement.

Join us for 2 days of workshops on planning and training for CRM project success!


Day 1

Registration, Networking and Continental Breakfast
Nov 7 @ 8:00 am – 8:30 am

Get your motor running with coffee, continental breakfast, and meeting colleagues on the UNCC campus PORTAL building! 

Welcome and Speed Networking – Get to Know Your Fellow Workshop Attendees
Nov 7 @ 8:30 am – 9:00 am

In this fast-paced interactive session get to know your fellow peers, their biggest CRM challenges, and a few fun facts. 

Keynote: Creating a Customer-Centric Organization
Nov 7 @ 9:00 am – 9:45 am

Grab your coffee and grab a free copy of, “The LUCK Principle,” while author Geoff Ables discusses how to create a customer-centric organization!

Being customer-centric is far from being a new concept, but the techniques and digital workplace tools that can make it a reality have advanced significantly in recent years.   In this session, author Geoff Ables will share case studies of what a customer-centric organization looks like, how your data, processes, people, and culture have to align, and organizational disciplines that result in the best customer experiences.  It is targeted towards individuals who want to go beyond technology solutions, and want to drive change – even transformation – in their businesses.  Leaders in operations, sales, marketing, technology, HR, and service will find this to be an engaging session.

Session takeaways:

  • Understand the 5 common-sense, but not commonly practiced, rules for customer engagement
  • Learn the differences between standard business processes and relationship business processes
  • Successfully engage leaders in relationship-building projects while avoiding common leadership pitfalls
  • Know why companies are failing at failure, and how to learn more from failures
Creating a CRM Roadmap that Leads to Adoption
Nov 7 @ 10:00 am – 11:30 am

It’s a fact – 47% of CRM projects fail 2 or more times before organizations get it right. One of the most critical reasons: not understanding the unique planning process. This session will dive into what should be included in your CRM roadmap, how to build it, and what to consider leaving out.

  • Participate in group exercises that you can bring back to your team
  • Learn what your CRM vendor isn’t telling you
  • Discover the 7 habits of CRM success
  • Engage a CRM leadership team
  • Get a CRM roadmap workbook for free

“I only wish we had more time to dive deeper into this important concept.”

Note that in response to the above comment, we have split this session out into three sessions.  The Roadmap, Governance and Change Management sessions.

Panel: Lessons Learned from a Struggling CRM Project
Nov 7 @ 11:30 am – 12:30 pm

Capture candid insight into the lessons that leaders have learned when their CRM projects have run into struggles.  Panelists will present an overview of their project, some struggles they have encountered, and lessons learned.  The audience will be invited to ask questions.  Panelists will share first-hand accounts of what went well, what didn’t and most important, what they learned from it. Looking for some specific insight? Jot your questions down to be asked during this interactive session.

Jay Cummins      Jason Fisher

Featured Panelists:
Jay Cummins
Vice President, Global Sales

Jason Fisher
Director, Business Development
Intertape Polymer Group

Lunch: On Your Own but not Alone
Nov 7 @ 12:30 pm – 1:30 pm

On your own, but not alone. Grab lunch along with the rest of the group from the nearby Orbis café. Weather permitting, enjoy your lunch outdoors on the university campus. 

Creating a Virtuous Activity Management Cycle in CRM
Nov 7 @ 1:30 pm – 2:30 pm
Successful CRM Process Design
Nov 7 @ 2:45 pm – 5:00 pm

Want a clearer picture of your sales pipeline? Want to know where to invest in order to improve sales results? Looking for methods to streamline your service and marketing processes?

Having processes is critical for CRM success. But few companies understand the unique characteristics of customer-centric processes. In this session, we will work through designing a sales process (though the principles can be applied to any CRM process). At the end of the session, you will have a ready-to-implement process that includes sales stages, steps and an approach for monitoring and improving the process. Attendees will get a workbook to use in the session, a business process template focused on sales, and electronic versions that can be used for designing other CRM related processes.

All attendees will receive a free sales process design workbook that will be chock full of notes and ideas by the time you are done.

“I’m so excited to use the tools we learned in this session with our internal group to understand their needs better.”

Dinner Together
Nov 7 @ 6:00 pm – 8:00 pm

Our sponsor will be taking all attendees out to dinner at a nearby highly rated restaurant this evening. 

Day 2

Coffee and Networking
Nov 8 @ 8:00 am – 8:30 am

Get your motors running!  Join us back at the UNCC campus, grab a cup ‘o joe and dive into day two! 

CRM Benchmarking for Continuous Improvement
Nov 8 @ 8:30 am – 9:30 am

Jump-start your morning with an interactive session to learn how to benchmark your CRM project and capture best practice ideas from your peers.

A successful customer relationship management solution is at the heart of delivering great customer experiences. But over half of CRM projects are still failing – and most organizations have little idea why.

In this session, you will walk through a process for rating CRM projects, rate your organization across 5 categories, and network with others to find out what is working for them. At the end of the session, you will have a benchmarking guide that you can use to continually monitor and improve the people, processes and technologies associated with customer engagement in your organization.  We will also use the time to have the attendees that score the highest in each of the 5 areas share their best practices with the rest of the attendees.

CRM Governance: Keeping Data Clean and Users Engaged 
Nov 8 @ 9:45 am – 11:15 am

Most CRM projects launch successfully, but they fizzle out within a few years.  This session is about the “care and feeding” of your customer relationship initiative.  You’ll use your free governance planning workbook to capture insights and develop a plan that is right-sized to your organization.

Key takeaways:

  • How to form, and engage, a CRM steering committee
  • The dozens of potential roles on a CRM project, and which ones are right for your team
  • Managing the risk of a major CRM disruption
  • Bad data – why it happens, how to clean it up, and how to prevent it
  • Continuous training and improvement
  • Key performance indicators – how to engage your whole team in improving the score
Guest Case Study: Intel – Embrace the Vortex of Change
Nov 8 @ 11:30 am – 12:30 pm

How to engage with customers in new and exciting ways

We are in the vice like grip of the Vortex of Change and it is gaining momentum at an exponential rate. The 3rd Industrial Revolution is still playing out, yet the 4th is breathing down its neck. A new era is being ushered in, characterized by a fusion of physical, digital and biological systems. Business models are being turned upside down – from traditional, to digital, to autonomous as the Programmable Economy rises. These tectonic shifts affect every industry on earth. Time is no longer linear and size is no longer a guarantee of success. To stay ahead, it’s imperative for organizations to innovate, “fail fast”, learn and iterate. Understanding who your customers are, how to efficiently engage with them, and how to measure success requires world class CRM tools and best practices to use them.  In this session you will hear about how Intel has transformed their sales engagement process, implemented world class CRM tools and how they use them to collaborate with thousands of companies worldwide who are navigating through the Vortex of Change.

Joe Calandra
Director, America’s Communications Service Provider Industry Sales Group at Intel Corporation


Lunch: On Your Own but not Alone
Nov 8 @ 12:30 pm – 1:30 pm

On your own, but not alone. Grab lunch along with the rest of the group from the nearby Orbis café. Weather permitting, enjoy your lunch outdoors on the university campus. 

Managing Change – Develop a CRM Adoption Strategy
Nov 8 @ 1:30 pm – 3:30 pm

Customer experience management projects can transform a company – from the brand to the bottom line.  In this session you’ll learn how to go beyond technology and into changing how your business thinks about customers.  Your change management workbook and team exercises will guide you to develop your own change management strategy, learn from other attendees, and bring tips and tools back to your workplace that you can apply immediately.

  • Identify the right structure for your CRM leadership team
  • Learn why CRM training doesn’t work, and how to adopt a new approach
  • The top 5 drives of change management – and how to apply each
  • Engaging your leaders in the CRM project
Closing and Workshop Takeaways
Nov 8 @ 3:45 pm – 4:15 pm

As a group, attendees will be asked to share tips, tricks and takeaways from the workshop in this interactive wrap-up session. 

Network with peers and learn best practices. Discover practical tips to engage customers, drive collaboration and learn how to measure results. See and hear examples and case studies from leading organizations.

Joe Calandra

Joe Calandra


Jason Fisher

Jason Fisher

Intertape Polymer Group

Jay Cummins

Jay Cummins


Geoff Ables

Geoff Ables

Paige Cassada

Paige Cassada

Tricia Desso-Cox

Tricia Desso-Cox

Learn from Your Peers

Learn from teaming activities designed to get you engaged with peers, and learn from their experiences.  Hear case studies presented by peers across multiple different roles and industries.


Event Sponsor

Intranet Workshop Sponsor

Create contagiously collaborative employees that deliver great customer experiences.

Where to stay when in town for the CRM Leadership and Planning Workshop

Where to Stay

Hilton Charlotte University Place is about a half mile from our parking deck (about a 15 minute walk, or a very short drive).

8629 JM Keynes Drive
Charlotte, NC  28262

Click here to visit the hotel website and book a room.

Nearby Attractions

If you're looking for things to do while in town, remember that

Charlotte's got Charlotte!

There are dining options, including waterfront dining, within walking distance of the hotel.  A few shopping options are within walking distance, and 3 modern malls are short drive away.  Uptown Charlotte, a short Uber ride away, offers a vibrant nightlife scene.

Click here if you'd like to learn about arts, culture, outdoor, NASCAR and other nearby attractions.


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