It doesn’t matter whether the industry is in an upswing or the doldrums, executives are going to be busy. There are many decisions that must be made in both good times and bad. The most successful executives in the industry have become very good at making decisions, many of them very quickly.
That may be part of the problem when it comes to choosing great CRM software. The other problem is that by the time the executive rises to the level that these decisions are contemplated, they are no longer involved in the day-to-day sales work for the company.
This is a problem that must be solved before a company can be a sales leader in their industry.
Why Choosing the Right CRM is so Difficult
The Customer Relationship Management (CRM) system has always been a critical tool for companies looking to streamline their sales and marketing operations. Yet, despite the importance of this technology, many organizations struggle to make the right choices when it comes to selecting and implementing a CRM solution.
One of the primary reasons for this challenge is the inherent disconnect between the technology experts and the business leaders who are responsible for driving the company’s customer engagement strategies.
On one side, you have the Chief Technology Officers (CTOs) and their teams, who possess a deep understanding of the technical capabilities of various CRM platforms. However, their knowledge often falls short when it comes to the real-world challenges of building and maintaining customer relationships.
On the other hand, the executives and sales teams who are responsible for driving the company’s customer engagement efforts often lack the technical expertise to accurately express their needs to the technology developers.
This communication breakdown can lead to the implementation of CRM systems that fail to address the true needs of the business, resulting in wasted time, resources, and missed opportunities.
Why Complexity Doesn’t Lead to Successful CRMs
The tendency of executives and sales teams to create lengthy “wish lists” of CRM features can further complicate the selection process.
The assumption that the more complex and all-inclusive a system is, the better it will be often backfires, leading to the implementation of convoluted, shiny new technologies that no one in the organization actually uses.
The lessons learned from technology pioneers like Henry Ford and Steve Jobs, however, suggest that a more focused and user-centric approach to CRM selection and implementation may be the key to success.
Ford’s famous quote about people wanting “faster horses” rather than a revolutionary new mode of transportation serves as a cautionary tale, reminding us that customers and salespeople are not always the best judges of their own needs.
Similarly, Steve Jobs’ decision to strip down the iPod to its essential features, rather than loading it with “bells and whistles,” demonstrates the power of simplicity and ease of use in driving customer adoption and satisfaction.
When it comes to CRM, the same principles should apply – the focus should be on identifying and addressing the fundamental needs of the sales team, such as increased productivity and efficiency, rather than getting caught up in the allure of the latest technological innovations.
By bridging the gap between the technical experts and the business leaders, and by emphasizing the importance of simplicity and user-centricity in CRM selection, companies can navigate the often-treacherous waters of CRM implementation and unlock the true potential of this critical business tool.
Usherpa co-founder Dan Harrington will have a lot more to say about choosing the right tools to meet your corporate sales goals in his upcoming book, Authentic Intelligence.
If you’re thinking about choosing a new CRM, reach out to us. We’ll give you some things to think about and tell you about more pitfalls to avoid, including paying a high implementation fee.
