article | September 30, 2013
Renew Your Vows with The CRM System
Companies that have successfully implemented a system tout benefits like:
However, we’ve witnessed a varied success rate across CRM implementations. Most organizations are still waiting for these promised gains. In many of these deployments the CRM system exists in a silo. The software never lives up to expectations. And the sales team ultimately reverts to old habits. But it doesn’t have to be this way.
Find out where your CRM system is optimized and where you can improve. Download our CRM Potential Checklist to help you maximize your system investment.
Here are the most common underutilized CRM system formats we see:
The Pipeline Tool: Sales reps record projected deals and opportunities in the CRM. Names of companies and contact information are non-existent. The software simply replaces an old spreadsheet forecasting system.
The Rolodex tool: Customer contact information is entered, but opportunities are sparse. Reps record interactions and activities, but there are no deals (or dollar amounts). It’s simply an account/contact and activity database.
The Compensation Tool: Reps hang onto opportunities until the last minute. Then when the deal closes, they enter it. Reps are paid based on the data in the CRM. There is no value to management, as every deal is seen in the rearview mirror.
The Technology brag: The CRM was purchased because it was the hot new technology. Nobody uses it or enters information in it. There is nothing under the hood.
Here’s the worst part: A CRM can actually be a great pipeline, activity, opportunity, and compensation tool. Most organizations simply don’t take the time to integrate and communicate the purpose correctly.
Why does CRM fail to achieve the desired results?
Incorrect Positioning: Management takes the usual soft approach to communicating the need for CRM. They say it’s not “Big Brother”. They say, “It will make you more effective”. Here’s what actually happens:
So how should you re-engage on a lost CRM Project? Here’s how we advise our clients.
Today, the best sales teams have an optimized CRM system. They see opportunities to improve ahead of the competition. They achieve higher sales revenue per rep. They hit their number. Download our CRM Potential Checklist.
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