I am often asked by managers how to improve the user acceptance of their CRM system. In the eyes of the questioner, the answer lies in how to encourage, or even make, users use the platform more, in order for the organization to achieve their established expected benefits of investing in CRM. That’s the wrong focus. The issue is not how do we get the user to use CRM, but rather, is the CRM itself designed to be useful to the user so that they want to use it. Although the difference is subtle it should not be overlooked.
A well-executed CRM deployment will change the way you do business by transforming your relationships with prospects and customers, and by refining and revamping internal processes. But for CRM to achieve its full potential, it must be embraced and actively used by all stakeholders.
Resisting change and clinging to what’s familiar are part of human nature, even when such resistance works against us. What can you do to improve user adoption and ensure CRM success? Use value selling techniques to convey CRM’s worth to employees, just like you do with prospects and customers!
A Tiered Approach to CRM
Another way of looking at the issue of overhauling your CRM is a three-tiered approach. The first tier is technical. How well is CRM actually working in your technical environment? This is often the lowest tier because with most well established CRM systems the technical side is a non-issue overall. However, one spot of concern at this level does linger. How well is CRM aligned, technically speaking, with your mobile strategy? Do you have a mobile strategy? Or are your users beating you up to make CRM work with their tablet or cell phone du jour?
Marketing Automation's False Start
At first sight, marketing automation is a very tempting and enticing tool. A platform that gives you the ability to reach your best prospects with the right message, at the right time, without manually having to kill yourself to do it! Seems like a no-brainer, so you sign up. However, once the system gets installed and after a few email blasts are sent, a landing page is built, and the results come back mixed (and they often do), one of two things usually happens:
I have written before regarding the sales growth value of getting your sales and marketing teams on the same page. This is an effort that can’t be left up to sales or marketing alone, it is too important to the organization and must be monitored at the CEO level.
InsideView does an excellence job in the following infographic to highlight what current leaders are doing to get things right. Point number 6 – “Align on Pipeline” is the element I like the most. By emphasizing the sales pipeline you should expect alignment on lead and nurturing campaigns throughout the sales process. This approach will help drive greater cohesion between both team leaders, as well as provide account reps with advanced insight into the contribution of the marketing team.