CRM has become a "must have" for most B2B sales organisations, and yet few CRM systems deliver the hoped for results. Fewer still truly achieve their potential. The problem is particularly prominent with "out of the box" implementations in which the vendors default systems are accepted without thoughtful analysis.
All too often, we see pipeline stages that are related to sales activity rather than the progression of the buying process, forecasts based on hope rather than evidence, probability percentages that bear no relationship to reality, and sales people who use the system only because they have to rather than because they want to.
You Must Align CRM With the Buying Process
Our first recommendation is that you configure your CRM system so that the pipeline stages relate to key phases in your prospect's buying decision process, and that the promotion of a deal from one stage to the next must be associated with evidence of buyer activity rather than sales activity.
Closely associated with this, we have never seen a sales environment where the true probability of a deal closing from any particular stage bore any reality to the arbitrary percentages set as default in the CRM system. If you are going to associate percentages with sales stages (and there are very good reasons why you should not - ask us why) then you must at least ensure that they match the realities of your own sales environment.
CRM Must Support the Sales Process
Sales people who ought to be embracing productivity tools with open arms all too often regard CRM as an imposition by management, rather than something that will enhance their ability to make their quota. They sandbag deals for fear of the attention that honesty will bring.
Put simply, these CRM implementations fail the "WIIFM" (what's in it for me?) test. But it doesn't have to be that way. The key to successful CRM implementations lies in making the system truly relevant and useful for its users.
CRM Enthusiasts Sell More
The primary user - the sales person - needs to believe that using the system will help them qualify better, sell more effectively, and earn more commission. They need to feel that they are getting out more than they are putting in.
Without user enthusiasm, sales management won't be able to rely on the information. Forecasts will be inaccurate and you can guarantee that they will suffer more than their fair share of end-of-quarter surprises. And cracking the whip may simply amplify the garbage in - garbage out effect. But it doesn't have to be that way. We can help you get more out of your CRM.
Find Out More
Are you keen to find out how the Momentum Framework could help you? We recommend that you start by downloading a simple free self-assessment that will help you identify key areas for improvement.
Once you’ve completed the assessment, we’ll help you interpret the results, and provide our recommendations for action. Or if you’d prefer not to wait, please call us on 0118 975 0595 or contact us here.