Across industry verticals, CRM adoption is a recognised challenge. Often sales and marketing management will devise strategies to motivate improvement in CRM use, some instances via performance incentives and in other by authority.
Either way some basic CRM adoption challenges hold true as follows:
The Sales folk – have pressure on multiple sales processes and metrics including: number of calls, number of visits, quality customer engagements, pre and follow-up actions points, closing the sales process, billing discussions, customer net promoter scores…..and of course keeping the CRM system up-to-date. If you have been in sales, you understand that somewhere in the cycle, someone is going to be disappointed and as a priority it ain’t going to be the customer – sorry CRM but your update will have to wait L
…And Everyone Else – These are all management representatives across sales, marketing, ops and finance that require accurate customer and sales based insights to assist with planning, internal reporting and strategic decision-making. Very important, very frustrating, and potential for risk, particularly for senior managers who are making operational or capital decision based on future pipeline forecasts.
So what are some common themes to improve CRM adoption?
- – CRM systems need to be easy to use, and available whilst mobile
- – Updating needs to be seamless, maximising time for completing the sales process
- – Provide adequate user training on use and relevance of information captured
- – With limited time, sales closing processes will trump time spent on internal CRM reporting.
- – CRM data integrity – information needs to be up-to-date, accurate and relevant
- – CRM reporting needs to be easy to use, effective and meaningful
- – Management need confidence in sales insights for decision-making purposes including measuring content ROI and sales force effectiveness
How has woolloo improved CRM adoption?
Automation – woolloo improves the face-to-face sales engagement process by capturing sales and content insights and automatically recording them into Salesforce.com on the fly.
Analytics – Analytics in the form of SFDC customer activities and additional SFDC notes are all captured as part of the sales discussion, real-time, with the customer. This allows both sales and marketing management to perform a deeper level of analysis for pipeline and decision making purposes.
Managing the Content Lifecycle – the deeper analytics allow sales and marketing to better measure the content ROI ensuring investment is better managed in terms of existing and future digital assets and resource.