crm & technology 

For the past decade organisations have invested in Customer Relationship Management (CRM) systems and applications, with a unequivocal dependency on success and been heavily let down.  Who is to blame - the buyer or the vendor...???

Recently vendors have developed more friendly and aligned Marketing Automation (MA) and Sales Force Automation (SFA) applications, with a theme towards 'online' service, otherwise known as Software as a Service (SaaS).  Whilst these developments are much more likely to help organisations succeed, the same problem exists between buyer and vendor. 

That problem is simply one of an isolated pitch and decision. The vendor will not slow or stall a sale to ensure their product compliments an organisations strategy or end-to-end (E2E) process and the buyer is not likely to share or need a vendor to do so.

This is where CRM performance falls down.  Some vendors assist clients with consultative design and installation, but will often overlook 'active adoption' of process and data entry.  At the end they will build something the client wants, but what if the client doesn't know what they want, or if what they want is even correct. More importantly, does the CRM system alignto your end to end sales and marketing process?

Once the CRM performance is questioned, the buyer will most likely invest in more sales training or claim the application doesn't improve campaign or sales conversions and it becomes "shelf-ware".

The Revenue Performance Centre can help organisation looking to invest in either Markeitng Automation(MA) or Sales Force Automation (SFA) (both are CRM) - or those wanting to optimize their existing system.

Some areas we help build include;

  • What data to capture
  • Tracking conversion rates
  • Process mapping and ownership
  • Increase user adoption
  • Creating smart lead or opportunity history
  • Is it skill, process or system?

As expected, there are many more aspects to evaluating or using a CRM application, however if you would like to know how optimizing your CRM will align and improve your organisations' revenue performance, contact us.