Why Would You Let CRM Adoption Be Optional?

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Adoption

The initial idea for this post was to try to explain the “great divide”—the perceived barrier that exists between salespeople and sales management concerning the value of CRM. Analysts say that the historical morphing of contact management into CRM was driven by salespeople. I think that’s true—salespeople crave information on their customers, especially if the information is current and correct. Now things are different—sales departments are getting a reputation for being the major antagonists against CRM.

One word quickly rose to the surface of the pile when I researched the “great divide”—that word is adoption. The term adoption is used to describe the success or failure of a CRM initiative. CRM is getting a bad rap for low adoption—the system is put in place, and people don’t use it. A quick Google search on “CRM adoption” will show you just how prevalent this problem is.

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A Sustained Growth Model Through Re-defining CRM

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Re-Defining CRM

About twenty years ago, in a movement that arose from pressure by technology companies pressure, the CRM acronym – Customer Relationship Management – began to appear as a management strategy. This strategy became associated with a consolidation of applications whose concepts had already existed for some time: marketing automation, sales automation and service automation.

In most organizations, marketing, sales, and service areas are still specialty compartments, the applications, although integrated, are still seen as separate pieces of the same puzzle. It is possible that, for this reason, CRM has still not yet taken its place as a management strategy and growth model and continues to be operated in specialty areas such as specific departments or directories, instead of permeating the entire company’s value chain, from engagement to customers’ portfolio profitability.

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CRM: What’s Next? Part 2

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CRM 2.0

What are the consequences of technological change and new social habits?

In the last two decades, the subject of customer relationship turned from specialized initiatives in related areas such as marketing, sales and service into a consolidated concept and discipline. Through a single umbrella, which came to be called Customer Relationship Management, CRM, standards were set for the automation of processes that govern commercial activity in general, such as demand generation to sell, deliver, collect, and offer services. The goal was to manage these processes in an integrated manner in order to generate tangible results for organizations, while ensuring customer satisfaction and compliance with the business practice ethical limits.

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CRM: What’s Next? Part 1

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Business Huddle

SEO AND DIGITAL MARKETING GENERATE LEADS, SALES METHOD TRANSFORMS THEM INTO ORDERS.

We keep hearing the popular expressions in business environments about SEO and Digital Marketing. We are told that they ensure the company’s success and are the sales drivers. After all of that, what do these buzz words really mean to us?

SEO, Search Engine Optimization means, in simple words, website optimization processes to make them more responsive to search engines, especially Google. This means that today websites need to be built according to these techniques to enable the marketing experts to post information or products or advertisements according to the content sought by Internet users. This is part of Digital Marketing, and another aspect is the social networking exploitation through preference segmentations in ultra-targeted ads.

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Why Enterprise CRM and SFA Software Fails, Especially in the Sales Organization

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Key CRM

There are many articles out there on why CRM fails – it’s a common topic for consultants and service providers, and we’ve published several articles about it here at The HUB. If you Google it, you’ll get a lot of good articles. They generally talk about four main reasons:

  • CRM is more than technology
  • Needs are not clearly defined
  • Management is not committed enough
  • Measure of success is not determined up front

As an aside, the last one is interesting, isn’t it? How can a company say that their CRM project has failed when they haven’t defined the terms under which success can be achieved?

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Does Size Matter?

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Big and Small

It’s interesting how business is segregated into distinct categories and analysts go to work spelling out what is proper in each category. In CRM, there always seems to be a different reflection on what is going on in the SME (small to mid-sized enterprise) versus the “Fortune” companies if that is what they are still called.

The last time I looked, SME covers a large range in size and scope; 15 to 1000 employees and revenues of $5M to $1B. This leads me to my point, which is easiest to phrase in the form of a question. Are the CRM or SFA requirements for multi billion-dollar companies any different from the smaller enterprises out there that make up the bulk of the economic drive and job creation throughout the world? The answer is a bold, emphatic no. There is absolutely no difference between the CRM and SFA requirements of a global enterprise and a 12-man operation doing $2M in business a year, except scale.

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How CRM Is Failing: New Insights In Sales Measurement and Management

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Measure Success

Ed.- Jason Jordan, our latest guest contributor, is a partner at Vantage Point Performance, a leading training and development firm for sales management. Jason is the co-author of Cracking the Sales Management Code and currently the Director of Research for the Sales Education Foundation and a visiting faculty member University of Virginia’s Darden School of Business. Almost ran out of room with all of these citations.

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Microsoft’s CRM Powerhouse

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Excel Sales Report

Today’s “Best Of” brings back Keith Thompson’s examination of MS Excel as probably the most ubiquitous CRM program ever.

If companies were asked which technology they use to automate their sales teams, I bet most would say Microsoft Excel. I said the same thing ten years ago when I wrote a blog similar to this one.

The spreadsheet is the best list-making tool ever invented. I don’t know who invented it, but I’ve seen meticulous hand-written spreadsheets detailing the provisioning of the British Navy done by the great diarist Samuel Pepys in the seventeenth century. I’ve also seen Mitch Kapor, founder of Lotus Development, tell the story of how he built one of the first electronic spreadsheets for the Apple II in 1982.

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Microsoft’s CRM Powerhouse

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If companies were asked which technology they use to automate their sales teams, I bet most would say Microsoft Excel. I said the same thing ten years ago when I wrote a blog similar to this one.

The spreadsheet is the best list-making tool ever invented. I don’t know who invented it, but I’ve seen meticulous hand-written spreadsheets detailing the provisioning of the British Navy done by the great diarist Samuel Pepys in the seventeenth century. I’ve also seen Mitch Kapor, founder of Lotus Development, tell the story of how he built one of the first electronic spreadsheets for the Apple II in 1982.

In 1999, I was the CEO of the Canadian division of a multi-billion dollar global bioscience company. Their future sales projections depended on a spreadsheet. This giant spreadsheet would arrive from the head office and each regional office would type in the projections for their region. Everyone e-mailed it back, and it got rolled up with scores of other region’s results. Then you got it back again to see how you were performing.

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