Core tool
A CRM project rarely fails due to a lack of features, but often due to a lack of prioritisation. The CRM prioritisation matrix helps you distinguish what must be delivered in v1, postponed to v2, or simply discarded.
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Most CRM projects stall because teams try to do everything at once. Prioritising is about protecting the project: delivering value quickly, containing costs, facilitating adoption, and leaving room to iterate after go-live.
List every requirement gathered from business units, score them from 1 to 5 on each criterion, then rank by descending score. The matrix reveals high-impact, low-complexity requirements (quick wins) and provides an objective basis for trade-offs during project committees.
From the scoping phase onwards—specifically after needs gathering and before drafting the specifications. It can also be reused at each milestone (V2, V3) to arbitrate further developments.
Business impact, urgency, usage frequency, complexity, and risk are the most robust criteria. Adjust the weighting to your specific context (e.g., impact x2 if the primary goal is sales-driven).
Have needs scored by diverse profiles (management, field teams, IT), compare discrepancies, and reach a decision in the project committee. The matrix ensures the discussion remains evidence-based.
Before. Otherwise, you risk scoping your project based on the most appealing features shown in demos rather than those with the highest business value.