How to Sell CRM to your Sales Team Maximizing Utilization and Return Chris Selland Vice President, Sell-Side Research
The Problems with SFA Can’t ‘force’ adoption Does it help me sell? (WIIFM) Buyer is primarily sales management, not reps Low involvement Activity not always equal to results Is my database ‘portable’? Functionality tailored to buyer, not user Forecast, pipeline, territory management important but… …little to no impact on sales process
How Effective is your Sales Force? Source: Aberdeen Group Sales Effectiveness survey, May 2004
No ROI?
Can Technology Help? Source: Aberdeen Group Sales Effectiveness survey, May 2004
Who Should Make the Investment? Source: Aberdeen Group Sales Effectiveness survey, May 2004
Sales Wants Leads…
…but needs Collaboration Source: Aberdeen Group Sales Effectiveness survey, May 2004
Marketing and Sales Ownership Marketing ??? Sales
Sales/Marketing Systems Source: Aberdeen Group Sales Effectiveness survey, May 2004
Technology Enablers – Impact vs. Adoption Source: Aberdeen Group Sales Effectiveness survey, May 2004
The Best and the Rest Average selling price - 3% Close rate - 11% Win ratio - 13% Sales cycle time - 12% Proposal quantity - 30% Source: Aberdeen Group Sales Effectiveness survey, May 2004
Summary Leads are important, but not everything Bigger issue for Management than Salespeople Productivity key to buy-in Teach methodologies but don’t dictate behaviors Take away ‘non-selling’ activities Collaboration is critical driver of Sales Effectiveness Team selling moving to the forefront Days of ‘lone wolf’ are ending ‘Hosted vs. Traditional’ debate is irrelevant Maturity of tools important, but… …focus on business drivers most critical
Chris Selland (617) 854-5211 chris.selland@aberdeen.com Questions? Chris Selland (617) 854-5211 chris.selland@aberdeen.com