The playbook
CRM Implementation: Checklist
Use this CRM implementation checklist before a new release, a handoff, or a scheduled review. Its purpose is to verify the decisions that affect active opportunities with a next action. Check an actual customer or opportunity record; a box marked complete without evidence does not show that the customer journey works.
Put the task in context
Begin with a small representative sample: a new inquiry, an existing customer, an open deal, and a lost deal. Confirm how contacts, accounts, and opportunities relate. Test ownership and the next action before importing the full database.
Before you use the checklist
Name the exact item being checked and its purpose. Gather record type, field, stage, owner. If one of those details is unknown, mark it as unknown and assign a way to resolve it. An invented value makes the checklist look complete while weakening every later decision.
Working checklist
| Check | Evidence to keep | Responsible role |
|---|---|---|
| Define contact account and opportunity records | A dated observation showing how record type was verified | sales operations lead |
| Map real sales stages and required information | A dated observation showing how field was verified | record owner |
| Test a sample lead from capture through closure | A dated observation showing how stage was verified | sales manager |
Check the failure path
- Look specifically for this failure: importing every historical field before defining how the team will work.
- Start with the minimum information needed for the live process. Record the actual correction, not just the intention to make it.
- Repeat the affected task after the correction and check owner.
- Make sure the next owner can find the decision and supporting evidence.
Use three outcomes for each check
Mark an item as complete only when the expected behavior or information has been observed. Mark it as incomplete when a required condition is absent. Use not applicable when the condition genuinely does not belong to the chosen scope, and write a short reason. These states keep a review useful without forcing every process into an identical mold.
For example, if the check is “Define contact account and opportunity records,” a meeting about the subject is not the evidence itself. Retain the relevant record type and field, the decision made from them, and the result of checking that decision. The record should allow someone who missed the meeting to understand what changed.
Decide what must be resolved first
An incomplete item that prevents set up a customer relationship system around a usable sales process deserves attention before a cosmetic improvement. Assign an owner and a next action to that issue. Keep optional refinements visible, but do not let them obscure a failure in the core process.
Close the review
Recheck corrected items and note anything still uncertain. The checklist is finished when the next owner understands what was verified and what remains open. Follow active opportunities with a next action using a consistent definition so later reviews can connect execution quality with useful results.
Make communication preferences and conversation status visible to the responsible owner. An automated action should not continue blindly after a meaningful reply or a request to stop. Route uncertain cases to a person.
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