In Episode 29 of "RevOps Champions," hosted by Brendon Dennewill and featuring guest Therese Brinkman, the discussion zeroes in on the integral role of CRM technology and change management in improving marketing-sales collaboration within B2B organizations. Therese underscores that while CRMs like HubSpot can facilitate collaborative efforts, true change is driven by people and well-defined processes, rather than technology alone. The conversation highlights the Four Pillars of RevOps—People, Process, Data, and Technology—with a particular emphasis on the human element in successful CRM implementation.
The episode delves deeply into the significance of change management, distinguishing it from project management. Project managers focus on technical details like budget, timeline, and scope, whereas change managers concentrate on helping people adapt and adjust, which is vital for realizing ROI. Therese elaborates on the need for a comprehensive discovery and design phase before configuring CRM systems to meet unique industry requirements, whether in architecture, engineering, nonprofits, or franchises. The discussion also covers practical strategies for effective communication, the role of middle management, and the importance of internal change champions in driving organizational transformation.
Both Brendon and Therese stress the importance of customizing CRM tools to reduce data entry burdens and optimize efficiency for sales teams. They highlight the importance of regular feedback sessions, clear communication, and building resilience to adapt to rapid changes, such as the rise of AI technologies. By looking beyond technology and focusing on people, companies can streamline their processes, trust their data, and foster a collaborative environment that drives growth and delivers better ROI. This episode is an informative dive into the intricacies of CRM adoption and the critical role of change management in achieving successful business outcomes.
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About the Guest
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Therese Brinkman | Chief of Staff at Denamico
Therese Brinkman serves as Chief of Staff at Denamico, where she leverages her decade-long experience working with CRMs (first Microsoft Dynamics and now HubSpot) and her expertise as an operations and change management leader in the technology professional services sector. She’s also been a PROSCI Certified Change Management Practitioner since 2020, underscoring her expertise in guiding organizations through transformative change.
Therese’s passion lies in driving operational excellence, building high-performing teams, and fostering a culture where people and processes work seamlessly together. A strategic leader, she uses data-driven insights to optimize business operations and implement game-changing CRM solutions, all while keeping a laser focus on nurturing talent and driving positive transformation.
At Denamico, Therese plays a pivotal role in aligning departments and stakeholders to achieve big-picture goals. Her leadership philosophy? It's all about continuous improvement and people-first management, creating an environment where innovation flourishes and success follows.
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