SUCCESS WITH CRM

Why do so many CRM implementations fail to deliver the hoped-for benefits?

Why nearly two-thirds of CRM implementations fall short
 
According to leading CRM consultancy The Merkle Group, nearly two-thirds of CRM implementations fail to fully achieve their intended objectives. That's a depressing statistic, particularly given that many of executives interviewed had justified their company's decision to invest in CRM as an essential driver of revenue growth.
 
In our experience, one of the most common reasons for failure is that the CRM ends up being seen as a sales administration system and a burden on sales people, and not as a valuable tool that can help them improve their personal sales performance. In short, the CRM system fails the sales person's "what's in it for me?" test.
 
If organisations can't sell their CRM system to their own sales people as a personally valuable tool, how can they expect it to improve their sales teams performance? Our recommendation is to start simple, and to focus on user benefits and on "quick wins" for the sales team.
 
One of the most effective ways of achieving this is to actively involve the sales team in the design of the CRM system so that it supports their sales process rather than merely tracking sales activity, and avoids asking them to enter information no-one is ever going to use.
We've helped a number of clients to rescue existing failing CRM implementations or set new ones up so that they promote the desired sales behaviours. The results have usually included an impressive level of sales acceptance and enthusiastic adoption.
 
To explore whether we might be able to help you achieve something similar...
 
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