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Is Your CRM Cutting it for your Sales Team?

Authored by Chisom Uche on September 16, 2016

CRMs may be one of the most frustrating and yet crucial components for running a successful sales team. Without a CRM, information about your sales process would be dispersed, unorganized, and incomplete.A world without a CRM would be difficult for sales reps to keep track of how a deal is going and would force them to work fewer deals, much slower. However, using a CRM requires a lot of resources. You must pay for the licenses and the implementation, then you must take time away from your usual revenue-driving behaviors to make sure the CRM is properly set up to your liking, then you must make sure everyone is trained and using it, and then you have to take more time to analyze the data you now have because you have a CRM. So even after going through all of the necessary steps to make sure you CRM works, it is frustrating to realize that your CRM is still very limiting! Here's how to know if your sales CRM is enough.

1. Are You Confident That It Manages Your Sales Process?

Most CRM implementation teams will provide you with the default best practices for their tool, usually for a little extra money. These best practices are usually created by how the vendor utilized their product internally or how their average customer uses their product. However, your CRM needs to fit your sales process like a glove in order for it to  provide you value past being a data storage tool. If you aren't confident that your CRM truly represents your specific sales process then you can't feel confident in the analysis that it gives you about your sales performance either. After all, Aberdeen found that "just 20% of analytical minds are satisfied with the sophistication and firepower of their analytical capabilities." Odds are that if you're looking for answers in your CRM, you aren't finding them.

2. Do You Trust That Your Sales Team Uses It?

In order for a CRM to be useful, people have to use it. If only some people decide to use it then your CRM will present you with you misleading analytics. In July 2016, AGC Partners published a report where ToutApp found that "71% of sales reps think they spend too much time on data entry" so chances are that your sales team is not taking the time to input all of their deal information into the CRM. We have found that this is the main driver behind the "bad data in, bad data out" conundrum. For people to actually want to use the CRM, it has to take a lot less time to input the data which is currently not a capability most CRMs offer. Even if you do happen to get all of the data into your CRM, at some point you will want that data to work for you and that can be an ordeal in itself.

3. Can You Quickly Find the Information That You Need?

One of the reasons that most teams decide to invest in a CRM is to reduce the amount of time it takes a rep to sell. CRMs automatically accomplish that by being the main tool that sales teams rely on to store and recover data on their deals, but what about for sales teams that want to identify trends to improve in areas where they don't win as much as they should? Aberdeen did research and found that "49% of sales leaders are dissatisfied with their ability to access the data they need." This means that even if your entire team powers through their grievance of spending too much time to enter their information to the CRM, half will still have trouble accessing the data and using it to their strategic advantage.

In short, in most cases, just having a CRM will not suffice for your sales team. In fact, this is very evident through the number of acquisitions that Salesforce has made to bring in outside companies in order to improve their customers experience with the Salesforce CRM. So, since you now know that CRMs just don't cut it, it's time to go find tools to compliment your CRM and to make sure it is doing everything you need it to do. Luckily, we've made a guide to outline the tools that your sales team needs to be successful. TopOPPS is a tool that helps sales teams get the most out of their CRM by connecting sales forecasting and pipeline management with predictive analytics. Tools that can help streamline many sales functions are what will make your CRM a valuable asset. If you want to see what tools like ours can do for your CRM, please contact us!

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