CRM Implementation Roadmap

ACF Solutions (our CRM implementation partner) provided a roadmap for the implementation of the Salesforce CRM at William & Mary.  The roadmap will guide our steps for the project.

It consists of the following three phases:

  • Phase 1: Foundation Building

    The focus in Phase 1 will be to build a foundation to leverage the power of Salesforce and support the long-term goal of a creating a 360 degree of constituents. It will emphasize two areas: student and advancement. The student area will concentrate on implementing the TargetX online application and recruitment modules for three of our graduate schools (Graduates Studies & Research, School of Education, and School of Marine Science) and the decision module for Undergraduate Admission. Additionally, more analysis will be conducted around needs to support student success in the CRM. The advancement area will center around event and marketing management and building an online alumni community.
  • Phase 2: Expanding Functionality

    During this phase, the goal is to extend the functionality of the foundation built in Phase 1 by onboarding different units and bringing data into the system. The student area will focus on delivering TargetX recruitment functionality to the School of Business and decision functionality to three graduate schools in Phase 1. Based on the analysis for student success new functionality will be incorporated. The advancement area will focus on the implementation of Advancement Connect and extending the online community to include volunteer management.
  • Phase 3: Extending Services

    The focus during Phase 3 will be to extend the system to support corporate relations across campus and enhance career management. Several departments will be on boarded during this phase, notably the various career services on campus as well as the Center for Corporate Education. In addition, the student area will review an integration with the Law School. The advancement area will focus on finalizing the Advance data into Salesforce as well as consider other online community expansions.


Throughout the life of the project, coinciding with all three phases, the underlying architecture for the system will be built. This includes integrations with existing systems (such as Banner, Cvent, and Symplicity) as well as implementing a Master Data Management (MDM) tool. Several systems are slated to be retired; Advance and Hobsons.