Main Principles of adopting CRM Into Sales

How does marketing work as a process in our company?

Sales people are on the edge of your business. They are the frontier where all company efforts materialize into revenue for all the company. Therefore, when adopting CRM into sales, you want your rainmakers to remain rainmakers and even more , you want other sales people to become like the rainmakers. So, how will you do that?

There is no ultimate answer to the question above but to look for the answer tailored to your sales force and business.

It is better to follow next principles:

Listen to rainmakers, absolute buy in from them is a must have. You really do not want to lose your rainmakers. On other hand, make sure CRM will be the “mentor” for the rest of your sales force.

  • Collect and evaluate best practices prior to any final decision of CRM implementation.
  • Double check best practices and put away those which are not what they appear to be.
  • Make sure that your CRM will put things right at hand of your sales force. Make it simple, and\ comprehensive — everything that sales need to do his job must be at hand.
  • Contacts – every sale starts with contact; contacts are the asset of your company. Make sure you\ will establish strict rules and best practices to maintain central contact database with all necessary profile data and other data properly linked – such as opportunities, activities and documents.
  • Double check that all collected information and documents are properly linked and accessible via the links.
  • Lead qualification is a key. Decide and formalize lead qualification phase in your sales process.Quality of the leads coming from marketing is as important as the lead volume. Lead quality is important KPI on marketing and constitutes the feedback. Lead qualification is a base for proper lead routing into sales and later tracking.
  • Set up standardized activities structure templates for standardized opportunity types. It will guide you in proper time management of your sales force.
  • Standardize your sales process into few sequential sales steps and make them appear in the sales funnel, reporting and revenue estimations. Make your sales force think about individual cases in terms of these sales steps and reporting on them.
  • Documents are also part of the business. Think which documents you need to collect from the sales process and prepare how and where the documents will be stored , linked to appropriate CRM records and accessible from them via links. Documents are essential part of sales process and every sales person needs effective system for document storage, access, creation and review.
  • Sharing. Sharing information is not only a system feature but it is a strategy towards inspiring\ positive behavior and suppressing negative behavior patterns. Set up sharing information into\ culture, best practices and system set up.
  • If you need to put information access restrictions among users make these restrictions minimal.

Remember: Even such a small detail like sharing notes on contacts, activities or opportunities has an effect on people.



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