According to Capterra, 65% of businesses adopt a customer relationship management (CRM) system within their first five years. But just because most businesses have one, doesn’t mean they use it. In fact, 22% of salespeople don’t know what a CRM is and 40% still use spreadsheets and other informal methods to record client data.
Considering that CRMs have been found by Salesforce to boost productivity, improve sales forecasting accuracy, and grow sales, it’s a shame that it isn’t more widely used across businesses. So, with all of those benefits, why aren’t more salespeople regular users of CRM systems?
As an expert in helping clients get an ROI from their sales tools for CloudKettle, Jon McGinley is well aware of CRM problems that bring usage – and as a result, ROI – down. To find out what those CRM problems are and how to fix them, we spoke with Jon at a bustling Dreamforce 2017. Here are the three common CRM problems he often sees with clients and how you can solve them at your organization to increase CRM adoption.
1. Contacts Lack Relationship Information
In Jon’s experience, many of his clients don’t use their CRM systems because their contact records lack vital information or the CRM system makes it hard to enter in pivotal data.
“A lot of the problems we’re seeing with CRM adoption is the ability to add contact records and add real relationship information into them,” Jon says. “Once you start seeing that happen, that’s when you get the real value created inside of the CRM. Sellers move deals faster. We see greater opportunities.”
Without that key relationship piece, sales and business development teams don’t see the value of CRM systems. This is where optimization tools can really make a difference in making relevant relationship data easier to enter.
Like Jon says, “tools like Introhive have been able to help immensely with that. It helps our clients add more data into their contact records.”
By using tools that improve access to relevant relationship information and make it easier to enter client data, salespeople can more easily see and experience the benefits of their CRM system.
2. Obscure Common Connections
One of the best benefits of CRM systems is their ability to accelerate the sales process. One way CRMs are able to accomplish this is through identifying mutual connections that make for warm introductions or new cross-selling opportunities.
“By looking to see where those common connections are, it helps deals move through faster,” Jon says.
But not every CRM makes this information readily available. In fact, to see common connections, your business development team might have to do significant digging into your CRM and other sources. As you might have guessed, this takes up a lot of time. However, in Jon’s experience, there is something you can do that helps.
“An end of day report that summarizes your relationships and connections makes a huge difference. It allows you to prioritize the relationships you’re working on, the greatest opportunities, where your time to sale is,” Jon explains.
If you can set your CRM up with automatic relationship intelligence or reporting, your business development team can have those common connections identified for them without needing to lift a finger.
3. Data Inaccuracies
Too often, CRMs and their stored client data become outdated.
“A lot of the time, the problems that we see with CRM adoption are that there’s a pretty big difference between what they thought they bought and what they actually have. Typically, that has to do with the data going into the CRM and how that’s being kept up. It’s the classic ‘garbage in, garbage out,’” Jon adds.
If the data going into the CRM isn’t accurate, the insights your business development team pulls from that data isn’t going to be accurate either. This greatly devalues your organization’s CRM and reduces its usefulness.
“In order to help prevent things like that, tools like Introhive are helping automate that process, create cleaner data, and shore up those records,” Jon shares. “By doing that, it creates a much stronger adoption and increased usage from your reps. It really solves that problem of ‘I thought I bought something that was gonna solve all of my problems; turns out, it still relies a lot on people. Tools like Introhive make it easier for those people.’”
By providing your sales and business development teams with tools like CRM data automation, you can eliminate mundane data entry tasks while also improving the accuracy of your client information. This gives your team more time to build client relationships and also increases their trust in their CRM.
Uncover and Solve Your CRM Problems
If your organization is having low CRM adoption, that doesn’t mean it’s time to give up on your CRM. Download our Don’t Dump Your CRM eBook to see how you can increase CRM adoption without saying “goodbye” to one of your most vital tools.