The CRM promises enormous potential for improving sales organization productivity, but companies have had mixed success in leveraging CRM to drive transformational sales effectiveness improvements. This research attempts to understand CRM's impact on sales organization effectiveness, identifies what drives successful CRM deployments, and prioritizes where organizations can improve their utilization of CRM.
Results from our recent survey will enable sales leaders to assess their organization's CRM use and identify sales effectiveness-impacting improvement opportunities. Specifically, we examine:
- CRM's impact on selling activities (e.g., account management, targeting, lead generation, lead management, selling team coordination, sales conversion)
- CRM's impact on selling results (e.g., existing account retention and penetration, new account acquisition, pricing)
- CRM utilization
- Management's priorities in using CRM to impact sales effectiveness Key improvement areas for CRM adoption
- CRM's impact on essential management activities, including targeting, opportunity identification, pipeline management, activity tracking, sales and marketing coordination, sales process efficiency, performance reporting, coaching facilitation, incentives reporting, and communication management.
