CRM solutions often struggle to meet their promises, but can be improved by asking two questions: Is it easy for users to get information out of the CRM solution, and does the CRM support your sales process? Reports should be readily available to all departments, and every company has a unique sales process that must be mapped. Gathering a representative group from the sales team and asking what happens when they receive a lead is a simple way to start the mapping process.
Reporting is the most important role a CRM solution plays in an organization, and understanding how the data is acquired is only half the equation. The other half is communicating how the information will be used to better serve the client and support the business. Users with knowledge and understanding of the data are more likely to view the CRM solution as a tool for business growth.
A well-planned CRM solution should be a guide for the entire sales cycle, with data gathered from clients and deals to accurately forecast sales. If the CRM doesn't match the true sales process of the organization, its use can be cumbersome. Thinking about what information people need out of the CRM system, and whether they can access it with ease, is key in making improvements.
Assessing Your CRM Implementation: Two Questions to Ask Yourself
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