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High Performing teams: talent matters, but teamwork matters more.
Also highlights the importance of customer centricity and the presence of customer experts in the team.
Author: Dave Ulrich, LinkedIn blog, May 21, 2019
CRM serves to improve the sales process, not just to evaluate it
In 2017, CIO magazine reported that around one-third of all customer relationship management (CRM) projects fail. That was actually an average of a dozen analyst reports. The numbers ranged from 18% to 69%.
The primary reason they miss the mark in helping companies increase revenue is that CRM systems are too often used for inspection — to report on progress, improve accuracy of forecasts, provide visibility, predict project delivery dates, and provide a range of other business intelligence — rather than creating improvement in the sales process. Front-line sales professionals and managers rarely find the majority of these capabilities useful in winning more business for the company.
Re-think your CRM as a tool to increase revenue
Integrate your marketing efforts with sales activity
Managers provide coaching to improve, not reporting to inspect
Dangers when sales and marketing aren't aligned
Danger #1: Misaligned goals demotivate
Danger #2: Misaligned goals signal unnecessary difficulty
Danger #3: Salespeople will find the resources to achieve goals, at a cost
Four sales training methods to improve sales performance
How We Made Our Sales Training More Effective by Making It Harder
1. Include leaders in practice sessions
2. Make practice harder than the sale itself
3. Practice the entire sales cycle, not just the first call
4. Have the highest performers practice, too