Measure Twice, Cut Once: Why Careful Planning Is Key to a Successful Database Conversion

  • Wednesday - 2:00 PM - 3:00 PM
  • Addison - Floor 4
  • #PMDMC18

What does it take to plan for, lead, and implement a successful CRM (Customer Relationship Management) conversion? This session draws on interviews with six public media stations that have recently completed conversions to highlight what they've learned about the pitfalls of not investing in intense planning as well as the benefits for morale, team-building, finances and database usability when project management and communication are the first priority. The session is directed toward membership teams and station senior leadership to help both understand what they need to know, plan for, and communicate before converting. Topics covered include pre-planning (RFPs, documentation/mapping, scope of work), breaking down silos, leadership and teams, timelines and finances, communication (up, down, and across), and planning for a future that’s different from the past.

Membership, Digital, Broadcast Agnostic


Brandon Hemel | Senior Director - Data Strategy and Management | WETA TV & FM

Deanna Mackey | President/Executive Director | Public Television Major Market Group

Rachael Snow | Associate Director of Membership | Oregon Public Broadcasting

Dan Stencel | Vice President of Membership | Rocky Mountain Public Media