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.