The Trouble With Software (and what to do about it)

CRM Systems

Posted in CRM Systems by Ernie Schell on August 31, 2011

Please add your comments, insights, issues, and gripes about CRM Systems below.


2 Responses to 'CRM Systems'

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  1. Well, just to get things started, let’s begin with a few general observations!

    > Most CRM systems are still way to difficult to set up and use
    > Most CRM systems require way too much manual data entry
    > Most CRM systems measure/monitor the wrong stuff, are your forecasts any better these days?
    > Most CRM systems fail to actually help sales folks take better care of their customer and sell more now!

    Thanks to Ernie for starting this interesting site. Now that I know it is here, I will return with more specific issues in the future.

    Rich Bohn

  2. Perhaps the most overlooked cause of the low or no ROI of many CRM systems is that the sales processes installed in the systems are ineffective. That in turn causes many of the other functions to go awry.

    Is there any evidence to support this theory? Yes, but only by inference.

    It is well known “secret” that top sales producers seldom use their company’s CRM system. It is generally stated by management that top sales producers are averse to technology. No one challenges that logic because the top 2% of the sales force typically produces 25 to 40 percent of total sales. Therefore, they get a silent pass.

    Top sales producers are typically highly intelligent, pragmatic, and ambitious. Most will use any technology that enables them to sell more and better. However, they use different sales processes than the one installed in their company’s CRM system. Because they learned to sell intuitively, experientially, and individually, they can not accurately communicate how they sell. But, they know that using the company’s sales process will impede their personal efforts.

    Each company in each industry is a unique entity. The sales processes of the top 2% will be similar in the same company, but not similar to other companies in the same industry. Unbiased observation of a company’s top 2% of salespeople at work will reveal their actual sales process.

    What happens then?

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