“Our CRM system is the one version of the Truth”
I was being interviewed the other day about the value of CRM, customer relationship 
management, to a business owner or someone like a VP of Sales and Marketing. The conversation led to something I learned many years ago at a sales force automation, or SFA, conference in Chicago. SFA was eventually replaced with the term ‘CRM’ we know of today.
The speaker at that conference mentioned that a business needs to consider that success with SFA/CRM is first and foremost a ‘people’ related initiative, then processes, and least, technology.
Our firm’s experience in implementing successful CRM systems for small and medium-sized businesses in the Midwest seems to be that it’s about 60% people, 30% process related and the remainder 10% is about technology. These are the best places to focus your efforts, in that order.
Over the years I found a theme that owners and senior executives stated about their CRM system in use and its effectiveness. It came from the ‘gut,’ a positive visceral point that is worth sharing.
“Our CRM system is the ONE version of the Truth that we rely upon and go to.”
To expand upon that statement, the “CRM System” tell us things about People:
- Who’s doing what- we look at activities and history of communications.
- Who’s succeeding, who is not and who needs coaching and guidance.
- Who is serving customers and putting a smile on their faces.
- Who in sales is moving their opportunities along and who is closing profitable sales opportunities – they keep our business funded.
- Who is communicating in a meaningful way ith prospects and customers versus who’s not sharing and contributing.
- Who are our best customers–the ones we enjoy serving–and which ones are more problems than they are worth.
- Who is leaving our business and why.
- Who is in our sales pipeline as our best future sales opportunities.
- Who from our customer base is calling in with questions and issues.
- Who of our customers are references and, better yet, referral sources.
- Who in our organization is starting and strengthening people relationships that turn into results:
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- new customers,
- new strategic partnerships or alliances,
- new customer insights,
- feedback on a new product offerings,
- new industry trends and so forth.
- Basically who is contributing to the growth of the business and who isn’t.
Simply, better quality and timely decisions
A successful CRM system must provide people with the capability to make more timely and smarter decisions based on this reality and truth resource. The speed and accuracy of decisions has to improve with this knowledge found in CRM.
Better strategic decisions by the business owners, the management team and all the others who contribute to the CRM system and depend upon it come from CRM.
CRM used daily for making business-to-business conversations more powerful and rewarding.
Confidence builder
With better knowledge and decisions comes more confidence:
- About your sales team and the direction of future sales.
- About the quality of your customer service and the value it provides to grow and keep profitable customers.
- About the direction of the business to continually attract more ideal prospects and keep profitable customers that are a joy to work with.
CRM a trusted resource and valuable business asset
The positive ‘gut level’ feeling from the value of CRM comes from being a trusted yet easily accessible place that holds valuable resources: people and conversations, processes and their results. CRM is a knowledge database of value to the business for continuing and planning predictable success.
Does your CRM system provide a positve “Gut Level” feeling? If not, give us a call and let’s have a conversation.
