CRM has been with us for decades, yet most sales forces still struggle to get the most out of it. And this struggle is not relegated to smaller, less sophisticated organizations – We see the same issues at our large global clients. Big investment… Little adoption. High expectations… Low perceived value. Lots of data… Limited insights. But how can this be, when so much sincere effort has been invested in making CRM the game-changing innovation that it should be?
Ironically, it’s our observation that many sales forces fail to get the most out of CRM because they literally try too hard. They want CRM to be the omnipotent center of their sales universe. They view it as the single, all-knowing hub of all selling activity and information. If that sounds like your organization’s desire, then we would offer you only four words counsel: Good luck with that.
The number of companies that we’ve seen succeed with this center-of-the-universe strategy can be counted on one hand. And the number that we’ve seen fail is, well, all of the rest. If you want to have a successful CRM implementation, regardless of the scale or scope of your sales force, then here are … Read the rest