Successful Sales CRM – It’s All About Process

I read an interesting article that compared the success rate of accounting software implementations to that of CRM solution implementation within a sales organization. The results were intriguing.  While accounting software implementations seem to enjoy a high level of success, this is not the case for sales automation systems.  The article went on to compare and outline the differences between the two areas and while it did not provide any specific recommendations, if you’re a small to mid-size business the information below may make you think differently about the importance of implementing a sales methodology or structure within your sales organization.

Outlined below is a brief summary of the article.

Accounting departments are traditionally known for having mature well-documented business processes, perhaps because the federal government requires them. Sales organizations are traditionally void of structure and process, which often results in inaccurate forecast and sales with lower profitability then desired.

Accounting departments have mature people.  This is not to say that sales people are not mature, but accountants are traditionally degreed and well trained on the principles of accounting while sales people often come from different walks of life with different levels of education and sales experience.

Accounting systems have also been around for decades and have a mature set of features that have been designed to address a specific set of rules and guidelines. Sales systems while mature must be flexible enough to support a variety of unique sales functions within multiple sales channels. This often makes these systems overly complex and hard to use.

This brief analysis would indicate that mature business processes, mature people, and mature solutions drive the operational success of your accounting department. If this is indeed true, shouldn’t we be emulating this within our sales organization?

Small to mid-size businesses that have a CRM initiative should make sure that they add the ability to have a flexible sales methodology to their functional criteria list.

CRM vendors like Commence Corporation offer fully integrated solutions for contact management, lead management, sales management as well as consulting services that help businesses deploy proven sales methodologies or create custom programs to match unique selling requirements.  The flexibility of web based solutions like Commence coupled with high level sales expertise can help make your sales organization as efficient as your accounting department.

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