The way the concept of CRM is defined during the sales process can sow the seeds of its ultimate failure. Because the decision makers are often sales managers rather than actual salespeople, the pitch is usually made that CRM makes it easier for the managers to manage their sales staff. Which is true. But what’s in it for the sales staff? They’re the ones who will spend extra time entering data into the CRM application. If its purpose is to give their bosses more information with which to browbeat them, why would they use it?
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Selling Sales Pros on CRM
Posted by: Christopher J. Bucholtz April 5, 2012 05:00 AMThe way the concept of CRM is defined during the sales process can sow the seeds of its ultimate failure. Because the decision makers are often sales managers rather than actual salespeople, the pitch is usually made that CRM makes it easier for the managers to manage their sales staff. Which is true. But what’s in it for the sales staff? They’re the ones who will spend extra time entering data into the CRM application. If its purpose is to give their bosses more information with which to browbeat them, why would they use it?