The Challenge

Creating a new strategy to change across the organization.

Ryan is an award-winning global tax services and software provider and the largest firm in the world dedicated exclusively to business taxes. The firm provides a comprehensive range of state, local, federal, and international tax advisory and consulting services on a multi-jurisdictional basis.

Ryan engaged Credera to provide a comprehensive strategy and plan for company-wide customer relationship management (CRM) and marketing automation, which included:

• Organizational alignment

• Process improvement

• Data remediation

• Technology improvement

• Change management

The Solution

Seeking understanding to find the right CRM solution and strategy.

To create a roadmap that supported the achievement of Ryan’s strategic goals and objectives, Credera approached the project by seeking to understand Ryan’s existing challenges and opportunities. Credera met with more than 25 Ryan employees across the organization. These interviews, combined with Credera’s experience with similar projects, allowed the project team to formulate a comprehensive assessment. From the assessment, Ryan and Credera established a vision, strategy, and detailed plan for CRM and marketing automation, which aligned directly with Ryan’s long- and short-term strategic objectives.

The Results

Leading change to deliver better customer experiences and user adoption.

Ryan’s overall goal of creating a comprehensive CRM and marketing automation strategy was achieved. As a result of the partnership with Credera, Ryan implemented a new marketing automation process and tool that enabled marketing and business development to maximize the benefit from ongoing campaigns, events, and thought leadership.

Additional results include:

• CRM objectives: Redefined Ryan’s mission statement and business objectives that would be impacted by the new CRM in order to create CRM solution objectives that could nest within and support business-level objectives.

• Reliable, authoritative dataset: Rationalized and remediated legacy CRM data to ensure data being migrated into the new solution was complete, non-duplicative, and accurate.

• New Ryan sales process: As one of 15 improved CRM processes, Credera collaborated with the Ryan CEO and senior vice president of business development to overhaul the Ryan sales process and install a leaner version that was fully supported by the new CRM solution.

• Full user adoption: Created and executed a change management strategy to target and communicate with all CRM end-users and train over 2,000 end users.