A CRM is a modern marvel of marketing. Never before has it been easier to keep data together and current in one location.
Rather than having different filing systems and formats to contend with, salespeople can rely on one integrated system, with all of their lead data.
Yet, as many of you will recognise, appearances here can be very deceiving. A product is only as good as its end-user, and this has often been a problem for sales teams. The best CRM, with top-notch analytics and data-synchronisation is worthless if its data is junk.
Worse still, a badly managed CRM with poor data can be a direct hindrance to your sales team,redirecting their efforts and providing misleading reports.
Recently, Introhive did a study of the interaction between reps and their CRMs, and the results were eye-opening. Of the five and a half hours reps spent inputting data, nearly half their time was spent correcting or supplementing information. Almost 90% of users had incomplete contact information in the system, and two thirds didn’t log their activities.
This means that the dream of a slick, efficient system has been replaced with the rather dour reality of repeated and wasteful interaction. Sales teams are falling over each other in a vicious cycle: reps hate their system because it is poorly run, and so they manage it even more poorly.
A key step to breaking this cycle is picking a standardised CRM, and then creating clear procedural guides. CRM training can recoup its worth many times over, so make sure that your firm keeps it at
the top of the agenda.