SIX STAGES
FOUNDATIONS for CRM Transformation.
A framework that makes sure organisations are structurally ready to invest in CRM and own what they build.
THE METHODOLOGY
FOUNDATIONS for CRM Transformation
A six-stage framework that makes sure organisations are structurally ready to invest in CRM and to own what they build.
It works upstream of implementation. By the time a build partner begins delivery, governance is in place, the service has been designed end-to-end, requirements are clear and the internal team has the capability to sustain and develop the platform.
Every stage exists because of a real, recurring pattern that causes CRM programmes to stall, overspend or underdeliver. The framework was built from delivery experience, not from theory.
The Six Stages
Governance and Transformation Office
Stage 1: Structure First
Assess and establish the governance model that will carry the programme. Decision-making authority, escalation routes, stakeholder mapping and the operating model for a Transformation Office. We assess what exists and define what is missing.
Outputs: Governance Framework, RACI Matrix, Operating Model, Readiness Report
Co-delivered with the organisation
Stage 2: Design the Service
Service design is done with the organisation, not to it. We map the full lifecycle, from first interaction to long-term relationship, using data-backed baselines. The future state is designed before any phased decisions are made. The CRM System Administrator is identified at this stage.
Outputs: Service Blueprint, Lifecycle Maps, System Admin Identified, Data Requirements
Post-design, pre-partner
Stage 3: Define and Prioritise Requirements
Requirements are co-created, based on the full lifecycle view and prioritised with strategic intent. They are internally owned. This prevents short-term build decisions that create long-term rework. Business case writing and market review available to support procurement.
Outputs: Requirements Specification, Prioritised Backlog, Delivery Roadmap, Business Case (optional)
With specialist CRM recruitment and training partner
Stage 4: Build Capability
Capability is developed throughout the programme. Structured skills assessment, System Administrator development from Stage 2, specialist CRM Project Manager placement and a 2-3 year team expansion roadmap. Where gaps exist, MKAL works with a specialist CRM partner to fill them.
Outputs: Skills Assessment, System Admin Trained, CRM PM Placement, Team Expansion Roadmap
Implementation partner and CRM Project Manager
Stage 5: Deliver the Platform
By this stage, implementation is clean, efficient and high-value. The implementation partner has clear requirements, a governed client and a capable internal team. MKAL attends the first 2-3 sprints for a structured handover, then steps back.
Outputs: Delivered Platform, Sprint Reports, Adoption Plan, Transition Plan
Outputs: Governance Assessment, Retrospective Report, Phase 2 Recommendations
Two structured review points: a mid-implementation check at sprints 3-5 and a post go-live retrospective after Phase 1. These assess whether governance is holding, decisions are flowing and the organisation is ready to sustain the platform independently.
Review, refine, sustain
Stage 6: Governance Health Check
Four Principles
1
Governance First
Without governance, service design becomes theory. With governance, it becomes
organisational change.
2
Co-delivered
We work with your teams to build understanding and ownership alongside outputs.
3
Dependency
Capability, Not
We leave your organisation more capable than when we arrived.
4
Legacy of Ownership
When we step away, the knowledge, the structures and the confidence stay with you.
Engagement is scoped per organisation based on size, complexity and readiness. It is structured around defined deliverables and milestones. There are no open-ended retainers. The organisation pays for outcomes, not time.
How Engagement Works
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If you want to understand how FOUNDATIONS could support your CRM programme, we would welcome a conversation.