If you've engaged with Zero2Ten throughout our company's history you've definitely heard about our commitment to driving business results through user adoption. It's been said that a company is only as good as the people working for it and the same can be said for a CRM system when it comes to the data inside of it. If users aren't using the tool or aren't updating data, management won't be able to identify trends or results in the business that CRM is supposed to drive. With this in mind I thought I would share a few thoughts (besides the usual train, train, train concept) on how I've used CRM as a sales manager and as a sales rep!
What's in it for me? – CRM systems that are rolled out by management to be a tracking tool or "big brother" over sales teams are destined to fail. Adoption and results take off when the system is implemented as a productivity tool to help reps do their job better. For example, personal dashboards that are configurable to each user let's everyone create their own unique view to what's important to them in their business. Tools such as Advanced Find and Quick Campaigns make it easy to filter CRM records and reach out to prospects in a scalable way. Finally, our company has a field on our opportunity field called "Weekly Status". This field is used for each rep to have a brief update about the status of the deal each week, what's new and what's coming next and makes pipeline reviews much more beneficial!
Talk the Talk – as a sales manager you better be running your business reviews and forecasts from the CRM tool! I heard from a customer recently that they can't figure out why their reps aren't using the tool; only to find out that the monthly forecasts are compiled in the same excel tool that was used for the last 4 years! Dashboards in Microsoft CRM 2011 make it easier than ever to run these meetings right from CRM.
Show Me the $$$$ - this characteristic might fall into the "top down" category of enforcing user adoption but it's really effective. Compensation drives behavior more in a sales professional than any other role in the company. It's engrained into their DNA. I've seen companies implement policies that commission is not paid on a deal unless it is in CRM. This helps ensure every deal has to be forecasted (i.e. no more "bluebirds" at the end of the quarter) and tracked in the tool!
What are some of the tips you have implemented in your sales organization that drive adoption? Join the conversation on Twitter #z2tfmc @zero2tencrm