Garbage in is garbage out
Small, medium and big companies all have a CRM solution that is used for management to take decisions. The output of the CRM which are numbers are based upon the input of the sales team. These numbers are as accurate as the input and the updates. In many cases an opportunity gets entered but hardly updated. The typical garbage in is garbage out.
Numbers instead of reasons
The result of any CRM is a lot of data that VP Sales and Sales Managers have to digest. Most people are not good at number crunching and analyzing numbers – so probably also most VP Sales and Sales Managers. It is very likely they will overlook or miss the real issues or events in the market as the numbers won’t tell the story.
Where is the relationship in Customer Relationship Management ?
The numbers won’t build relationships.
People build relationships.
Customers want solutions and don’t want to become an amount and probability.
So where is the Customer Relationship in CRM as it is only about numbers ?
The current CRM solutions should be called Expected Sales For Managers as only the VP Sales and the Sales Managers are benefiting from these systems.
Blinded by numbers
Is a CRM helping the business or just hindering as people have become obsessed with numbers instead of conversations. The person who is in contact with the customers and the market is the Salesman or Sales Rep who’s input is limited by entering opportunities with data into the CRM. If the Salesman or Sales Rep plays the game then he makes sure his numbers match the expected budget which will mask the real issues or real changes in the market. Management will only know about the changes when it is too late as they have been blinded by the numbers.
The conversation – The listening instead
Instead of trying to analyze all the data from the CRM it is more important the have a conversation with the Salesman or Sales Rep and listen to what he has to say about his customers, competitors and market.
The goal for the VP Sales or Sales Manager is to have a view on what’s happening in the market and what the competitors are doing in order to help the Salesman or Sales Rep and also steer the company in the right direction.
Just numbers won’t achieve this.
How much do you rely upon the CRM numbers ?