You may have had the privilege to have been around when your current CRM system was selected (and if you weren’t, I’m sure you have heard the war stories). Expectations were flying high, as you foresaw simpler times ahead where your reps would finally have a tool to help them sell more, learn more and share more. Forecasting would be clearer, business decisions easier to make and the data accumulated within the realms of your CRM would set you miles ahead of your competitors.
Fast-forward to the present day and the reality is perhaps a little different. Your reps and the CRM system you selected for them have developed a strange love-hate relationship. In as much that CRM system loves your reps but your reps hate your CRM. Far from seeing it as a sales productivity tool created to propel their own success, they see it as a management spy tool, only there to catch them out.
This unrequited love has left your poor CRM system in ruins. Unvisited, its data has become out-dated. Knowledge and innovative new techniques are not being shared amongst your team members. CFOs have nowhere to turn when they’re trying to predict the next quarter. It’s time to press ‘eject’ and leave this sinking ship heading to the bottom of the ocean.
Or maybe, we should stop blaming our CRM for something that’s not really its fault. And if we’re going to point fingers, let’s aim them directly at our users and the people leading them. It’s their behaviours and bad habits that are ruining our chances of building a solid and profitable CRM knowledge base.