CRM: How Important is “Sales Process”

by Nancy Nardin on March 18, 2011

email CRM: How Important is Sales Process

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.

{ 1 comment… read it below or add one }

Lindsay Bayuk March 18, 2011 at 10:54 am

Hi Nancy – I totally agree. Companies need to have a strategic, documented sales process and then map each of those steps to a CRM tool in order to be effective. Using a CRM just as a fancy spreadsheet will not be effective. We teach companies how to craft a sales process as a team and integrate it into their company culture. Add to your checklist: Customize your CRM with your unique internal language/definitions that everyone already understands.


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