From extra work to poor data quality, CRM adoption is something that a lot of businesses struggle with. It’s something we regularly discuss here on our blog as it’s core to what we do here at Introhive. Helping sales and business development teams across industries become more successful is our primary goal, and CRM systems are a huge part of that.
Unfortunately, if CRM adoption remains low, those teams aren’t reaping the rewards of the system. We think we have a solution for that. In fact, Microsoft Dynamics 365 recently invited two Introhive thought leaders, Adam Draper, Vice President, Sales in North America, and Adam Stewart, Director, Technical Services & Sales Enablement, to speak on the topic at their “Solving User Adoption of CRM” webinar.
If you want to learn more about their solution to common CRM adoption problems, check out their advice below.
A Vicious CRM Adoption Cycle
CRM adoption is hard to solve because it’s not just one problem that you have to tackle. It’s a series of problems that feed into each other, creating a vicious and never-ending cycle.
What is that cycle?
The common starting point is that sales and business development teams don’t see the value in the tool right off the bat. They don’t see what’s in it for them or how it can make their jobs easier. Because they don’t see the value, teams don’t put as much effort into the data entry stage. Why would they if it’s not going to benefit them?
With a decreased effort, your team starts inputting low-quality data and may even be leaving out key data points, causing your CRM to be powered by poor, inaccurate data. This poor data results in poor insights that provide little value to your sales and business development team. With little insight being gained from using the tool, the CRM will reinforce your team’s belief that there’s nothing in it for them. The cycle continues to repeat itself and your team becomes even more disinterested in your CRM.
Breaking the Cycle With Good Data
Your CRM is only as good as the data in it. If you can fill your CRM with quality data, the cycle of poor CRM adoption will finally break. And if we take a look at the cycle, effort is a big part of getting that data quality back on track. This is where CRM automation can make all the difference in the world.
By automating the time consuming data entry and management tasks, your team no longer has to worry about maintaining their contacts. Without logging in, your CRM can automatically import your team’s contacts from a variety of sources, ensuring that your team doesn’t have to change the way they work to get their client data entered. Automation fits into their workflow while maintaining data quality through automatic contact updates.
And with good data coming into the system, valuable relationship intelligence can come out. For example, users of Introhive, more easily identify cross-selling opportunities, can see mutual connections within their organization, and receive automated email digests with important sales intelligence information to take into their next meeting. Not only is your data clean and up-to-date, but CRM insights are easily visible and accessible by sales and business development.
The Difference an Automated CRM Makes
CRM data is the difference between a valued and a broken CRM. But what kind of results can automated data drive? And does it really solve CRM adoption?
One of our clients, a professional services firm, saw a 450% increase in activities logged in their CRM after deploying CRM automation. And this increased usage resulted in a 25% increase in sales opportunities. To see the full results and experience our CRM automation first-hand, view the full Solving User Adoption of CRM webinar with Introhive’s Adam Draper and Adam Stewart.