Having a clear process may be the single most important factor in whether or not CRM – or any other sales tool – is effective. Sales reps and managers will dig their heels in to support their position that one CRM program is better (or worse) than another. Whether they love it or hate it often hinges on one question; “How well thought-out the sales process is and how effectively it’s woven into the CRM”.
If you’re experiencing a low adoption of your CRM system it is likely because it hasn’t been customized, or it hasn’t been customized correctly. If your sales process isn’t tightly integrated with your CRM, low adoption will be the least of your problems. The sales team’s productivity and morale will suffer as they struggle to use a system that doesn’t support the way they sell (see post on “Disconnect”).
Here is one example: Reps need to send proposals that include attachments. However, documents are not available through the CRM system. Reps have to navigate out of the system to folders on the server to locate and attach them to the email.
What examples can you think of where a CRM sytem could fail to consider “sales process”?
We’ll take all your comments and compile them into a master Sales Process for CRM Checklist.