1. How to Sell CRM to your Sales Team
Maximizing Utilization and Return
Chris Selland
Vice President, Sell-Side Research

2. 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

3. How Effective is your Sales Force?
Source: Aberdeen Group Sales Effectiveness survey, May 2004

4. No ROI?

5. Can Technology Help?
Source: Aberdeen Group Sales Effectiveness survey, May 2004

6. Who Should Make the Investment?
Source: Aberdeen Group Sales Effectiveness survey, May 2004

7. Sales Wants Leads…

8. …but needs Collaboration
Source: Aberdeen Group Sales Effectiveness survey, May 2004

9. Marketing and Sales
Ownership
Marketing
???
Sales

10. Sales/Marketing Systems
Source: Aberdeen Group Sales Effectiveness survey, May 2004

11. Technology Enablers – Impact vs. Adoption
Source: Aberdeen Group Sales Effectiveness survey, May 2004

12. 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

13. 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

14. Chris Selland (617) 854-5211 chris.selland@aberdeen.com
Questions?
Chris Selland
(617)