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CLM Implementation - Playbook

1. Definition​

What it is: A technical implementation project that deploys a Contract Lifecycle Management (CLM) platform to give legal teams a centralized repository for contracts, version-controlled MSA and NDA templates, redlining workflows with prospects, and automated approval routing—ultimately reducing contract turnaround time and enabling sales to close deals faster.

What it is NOT: Not a CPQ/Quoting implementation (that's pricing configuration). Not a pricing and packaging project. Not legal language consulting or drafting MSA terms. Not e-signature tool setup alone (that's a component, not the full CLM). Not document storage migration (Google Drive/SharePoint).

2. ICP Value Proposition​

Pain it solves: Legal is the bottleneck in the sales cycle—contracts sit in review queues for days, sales can't find approved template versions, redlines happen in email threads with no visibility, and 71% of companies can't locate 10%+ of their contracts. Inefficient contract management costs companies up to 9% of annual revenue.

Outcome delivered: Centralized contract repository with full version control, automated approval workflows based on contract type/value/risk, standardized templates and clause libraries for faster drafting, CRM integration so sales can initiate and track contracts from opportunities, and measurable reduction in contract cycle time (target: 30%+ improvement).

Who owns it: VP of Legal Operations or General Counsel, with strong stakeholder involvement from VP Sales Ops/RevOps and IT.

3. Implementation Procedure​

Part 1: Discovery & Requirements Gathering​

Step 1: Define Business Objectives and Success Metrics​

Step Overview: Align stakeholders on why the CLM is being implemented and establish measurable goals. End state: Documented objectives with specific KPIs that will measure project success.

  • Conduct kickoff meeting with legal, sales ops, and executive sponsor
  • Identify primary pain points (e.g., contract bottlenecks, version control issues, approval delays)
  • Set measurable goals (e.g., reduce contract turnaround time by 30%, cut manual drafting by 50%)
  • Document current contract volume metrics (contracts/month, average cycle time, approval wait time)
  • Get stakeholder sign-off on objectives and success criteria

Step 2: Assemble Cross-Functional Project Team​

Step Overview: Identify and onboard representatives from all impacted departments to ensure buy-in throughout implementation. End state: Project team roster with clear roles, responsibilities, and time commitments.

  • Identify key stakeholders: Legal (template owner), Sales Ops (workflow owner), IT (integration owner), Finance (audit requirements)
  • Assign project owner/champion who has authority to make decisions
  • Define RACI matrix for implementation decisions and approvals
  • Schedule recurring project sync cadence (weekly during implementation)
  • Document escalation path for blockers and scope decisions

Step 3: Map Current Contract Workflows​

Step Overview: Document the end-to-end contract process for both legal and sales to identify bottlenecks and automation opportunities. End state: Visual workflow map showing current state with pain points annotated.

  • Interview legal team on current contract creation, review, and approval process
  • Interview sales team on how they request/initiate contracts and track status
  • Document handoff points between legal, sales, and finance
  • Identify bottlenecks and redundant steps (e.g., multiple email approval chains)
  • Map contract types and their respective approval paths (NDA, MSA, SOW, Order Form)
  • Quantify current turnaround times by contract type

Part 2: Platform Selection & Setup​

Step 1: Evaluate and Select CLM Platform​

Step Overview: Compare CLM vendor options against client's requirements, tech stack, and budget. End state: Selected vendor with signed contract and implementation timeline.

  • Document must-have requirements (CRM integration, e-signature, clause library, workflow automation)
  • Evaluate top vendors: Ironclad, DocuSign CLM, Conga CLM, Icertis, Agiloft
  • Assess integration capabilities with existing CRM (Salesforce/HubSpot) and e-signature tools
  • Compare pricing models (per user, per contract, enterprise license)
  • Conduct vendor demos with legal and sales stakeholders present
  • Present recommendation with pros/cons to decision makers
  • Complete procurement and contract signing

Step 2: Set Up CLM Account and Admin Configuration​

Step Overview: Create the CLM platform account and configure foundational admin settings. End state: CLM account created with admin access, security settings, and organizational structure configured.

  • Create CLM platform account and assign super admin access
  • Configure organizational structure (departments, teams, regions if applicable)
  • Set up SSO/SAML authentication with company identity provider
  • Configure security settings (data retention, access logging, IP restrictions)
  • Set up user roles and permission templates (Legal Admin, Sales User, Read-Only)
  • Document admin credentials and access procedures for client handoff

Step 3: Configure Role-Based Permissions​

Step Overview: Define and implement permission levels for different user groups based on their contract interaction needs. End state: Permission matrix implemented with appropriate access for legal, sales, and other stakeholders.

  • Define permission levels: Sales (create, request, track), Legal (review, redline, approve, manage templates), Finance (read-only, audit access)
  • Configure permissions in CLM platform matching defined matrix
  • Set up approval authority limits (e.g., discounts >20% require VP approval)
  • Test permissions with sample users from each role
  • Document permission matrix for ongoing administration

Part 3: Template & Workflow Configuration​

Step 1: Set Up Contract Templates​

Step Overview: Import and configure standardized contract templates with approved language and variable fields. End state: Template library populated with all standard agreement types ready for use.

  • Gather existing approved templates from legal (NDAs, MSAs, SOWs, Order Forms, Renewals)
  • Convert templates to CLM platform format with dynamic fields
  • Configure variable fields (company name, effective date, term length, pricing)
  • Set up template versioning and approval workflows for template changes
  • Test template generation with sample data
  • Get legal sign-off on template accuracy and formatting

Step 2: Build Clause Library​

Step Overview: Create a searchable library of pre-approved clause language for consistent contract drafting. End state: Clause library with tagged, searchable approved language that can be inserted into contracts.

  • Identify commonly negotiated clauses (indemnification, liability caps, data protection, payment terms)
  • Organize clauses by category and risk level (standard, negotiable, non-negotiable)
  • Import approved clause language into CLM clause library
  • Tag clauses with metadata for searchability (category, risk level, use case)
  • Configure clause alternatives (if prospect rejects Clause A, offer Clause B)
  • Train legal team on clause library usage and maintenance

Step 3: Configure Automated Workflows​

Step Overview: Set up automated routing, approvals, and notifications based on contract type, value, and risk. End state: Workflow automation active with contracts routing to appropriate approvers automatically.

  • Map approval workflows by contract type (NDA = auto-approve, MSA = legal review, Custom = VP legal)
  • Configure value-based routing (e.g., >$100K requires finance review)
  • Set up risk-based routing for non-standard terms or clause deviations
  • Configure automated notifications (pending review, approaching deadline, expired)
  • Set up renewal and expiration alerts (30/60/90 day warnings)
  • Build escalation rules for stalled approvals
  • Test all workflow paths with sample contracts

Part 4: CRM Integration & Data Sync​

Step 1: Connect CLM to CRM​

Step Overview: Establish the integration between CLM platform and Salesforce/HubSpot to enable contract creation from opportunities. End state: CLM connected to CRM with bi-directional data flow configured.

  • Install CLM app/package in Salesforce or HubSpot
  • Configure OAuth connection between systems
  • Map CLM fields to CRM opportunity/account fields
  • Set up contract creation button on Opportunity record
  • Configure which opportunity data auto-populates contract fields
  • Test connection and field mapping with sample opportunities

Step 2: Configure Data Sync Settings​

Step Overview: Set up bi-directional sync so contract status and key dates flow back to CRM for forecasting and reporting. End state: Contract data syncing to CRM with key fields visible on opportunity/account records.

  • Define which contract fields sync to CRM (status, effective date, term, value, expiration)
  • Configure sync frequency (real-time vs batch)
  • Map contract status values to CRM stage or custom fields
  • Set up CRM reporting on contract metrics (cycle time, pending approvals)
  • Build contract visibility on Account and Opportunity layouts
  • Test full contract lifecycle with sync validation at each stage

Step 3: Build Contract Reports and Dashboards​

Step Overview: Create visibility tools for legal, sales, and leadership to monitor contract pipeline and performance. End state: Dashboards showing contract volume, cycle time, bottlenecks, and upcoming renewals.

  • Build legal dashboard: pending approvals, redline queue, avg review time
  • Build sales dashboard: contract status by opportunity, deals waiting on contracts
  • Build exec dashboard: total contract volume, cycle time trends, renewal pipeline
  • Create scheduled reports for contract expiration warnings
  • Set up alerts for SLA breaches (contracts exceeding target cycle time)
  • Document dashboard access and interpretation for stakeholders

Part 5: Pilot & Rollout​

Step 1: Conduct Pilot Launch​

Step Overview: Test the complete CLM system with a small group of users and deals before full rollout. End state: Pilot completed with feedback incorporated and system validated for broader deployment.

  • Select pilot group (3-5 sales reps, 1-2 legal team members)
  • Process 5-10 real contracts through the system
  • Document issues, friction points, and user feedback
  • Refine workflows, templates, and permissions based on pilot learnings
  • Validate CRM sync accuracy with actual contract data
  • Get pilot group sign-off before proceeding to full rollout

Step Overview: Provide comprehensive training to legal team on template management, approvals, and compliance features. End state: Legal team proficient in CLM administration and daily contract workflows.

  • Schedule training session (60-90 min)
  • Cover: template management, clause library updates, approval workflows, reporting
  • Train on compliance features: audit logs, version control, amendment tracking
  • Create admin quick-reference guide for legal
  • Record training for future new hires
  • Address questions and document FAQs

Step 3: Train Sales Team​

Step Overview: Train sales team on initiating contracts, tracking status, and collaborating with legal through the CLM. End state: Sales team able to self-serve contract requests and monitor status without email/Slack.

  • Schedule training session (30-45 min)
  • Cover: initiating contracts from CRM, tracking contract status, requesting expedited review
  • Show how to find approved templates and use clause alternatives
  • Create sales quick-reference guide with screenshots
  • Record training for team distribution
  • Set up office hours for first two weeks post-launch

Step 4: Execute Full Rollout​

Step Overview: Deploy CLM to all users with clear communication and change management. End state: All users onboarded with contracts flowing through new system.

  • Send rollout communication with benefits and key changes
  • Activate all user accounts and verify access
  • Decommission old contract request processes (email, shared drives)
  • Monitor adoption metrics daily for first two weeks
  • Address support tickets and common issues quickly
  • Communicate quick wins and success stories to drive adoption

Part 6: Handoff & Optimization​

Step 1: Transfer Admin Ownership to Client​

Step Overview: Hand off all credentials, documentation, and ongoing administration responsibilities to client team. End state: Client self-sufficient with complete documentation and admin access.

  • Transfer super admin credentials to client legal ops lead
  • Deliver documentation package: admin guide, workflow diagrams, template inventory
  • Provide troubleshooting runbook for common issues
  • Document vendor support contacts and escalation process
  • Review ongoing maintenance tasks (template updates, user provisioning, license management)
  • Get client sign-off on handoff completeness

Step 2: Establish Measurement and Optimization Cadence​

Step Overview: Set up ongoing metrics tracking and schedule optimization reviews. End state: Client has clear KPIs and a plan for continuous improvement.

  • Validate baseline metrics are captured for comparison
  • Schedule 30-day check-in to review initial metrics
  • Compare actual cycle time reduction vs target
  • Identify remaining bottlenecks for future optimization
  • Create backlog of enhancement requests from user feedback
  • Schedule quarterly business review cadence for ongoing optimization

4. Dependencies & Inputs​

What must exist before starting:

  • Existing CRM (Salesforce or HubSpot) with Opportunity object in use
  • E-signature tool in place or selected (DocuSign, Adobe Sign, or CLM-native)
  • Legal team with capacity to participate in template configuration
  • Budget approved for CLM platform licensing
  • IT resources available for SSO/integration configuration

What client must provide:

  • Current contract templates (MSA, NDA, SOW, Order Forms) in Word/PDF format
  • Approved clause language for clause library
  • Current approval matrix (who approves what)
  • Sample contracts for testing (redacted if needed)
  • Admin access to CRM for integration
  • Stakeholder time commitment (legal, sales ops, IT) for implementation

5. Common Pitfalls​

  • Trying to do too much at once: Implementing all CLM features simultaneously overwhelms users and extends deployment → Mitigation: Use crawl-walk-run approach; start with core workflows (template generation, basic approval routing) and add advanced features (clause AI, risk scoring) in later phases

  • Insufficient training and change management: Legal continues drafting manually, sales bypasses system for email chains → Mitigation: Invest in role-specific training, decommission old processes completely, and track adoption metrics with accountability

  • Failure to engage key stakeholders early: Legal feels the system was chosen for them, not with them → Mitigation: Include legal, sales, and finance in vendor selection process and workflow design; assign department champions who influence their teams

  • Poor CRM integration causing duplicate data entry: Sales won't use CLM if they have to enter data twice → Mitigation: Prioritize seamless CRM integration from day one; contract creation must work from within the Opportunity without re-keying information

6. Success Metrics​

  • Leading Indicator: Contract cycle time reduction visible within first 30 days (compare pre/post average turnaround)
  • Lagging Indicator: Sustained 30%+ reduction in contract cycle time at 90 days; increase in SQL-to-CW conversion rate; zero "lost" contracts (100% visibility in repository)