Your CRM system can be a blessing or a curse for your sales force, depending on how you use it. If you find your CRM strategy is more focused on your own sales targets rather than customer goals, it’s time for a change.
“Here’s the big mistake that most companies make: They tell salespeople to focus on the customer. Yet [their CRM system focuses] more on internal metrics and pipeline management. The result is mediocre sales behavior,” Lisa Earl McLeod, a sales leadership consultant and author of “Selling with Noble Purpose”
This is a common problem – overlooking what the salesperson needs to be as effective as possible goes beyond internal metrics and pipeline management data.
What are their goals? What is their fiscal year? What are their buying criteria?
Fixing this takes interaction between sales and marketing (and maybe IT, depending on who is responsible for your CRM) but it can be accomplished. Just remember that it’s an on-going process and that you need to make sure that you are addressing key pieces of data rather than “John wants this and Mary wants that…” because then you’re going to be wasting time and money capturing data that has limited to no value over the long-term.