Tag Archives: Marketing and Advertising

CRM can be fun. No, really.

Finish line.Thinking about CRM (Customer Relationship Management) from the sales team’s point of view has stimulated some interesting new possibilities.

I once oversaw the transition of a B2B CRM system from a locally installed brand name system to a market-leading cloud-based competitor.  The old system had limped along with inaccurate data, incomplete records and resentment by the sales team.  People saw it as something that could not be trusted, an overhead that  got in the way of sales and marketing.

We were not alone, as Ben Meredith points out in a recent post.

When we came to implement the  new system we had one primary principle: it had to work for the sales team.  This meant that it had to be exceptionally easy and attractive to use, relevant to their roles, with clear triggers for when and how it was to be updated. All other requirements were secondary.

The outcome? An almost seamless transition within six weeks and excellent adoption.

Results? Better accuracy of data, trustworthy analytics and sales forecasting. Better marketing, easier sales, improved customer relationships. Everything we wanted our CRM system to deliver.

These results happened only because we paid attention to the core challenge: whose job are we trying to make better?  For most CRM implementations, this will be the sales team. Get it right for them, and things will get better for the customer too.

Which is why I like the thinking of app developer LevelEleven. Their newly rebranded Compete app adds game elements to Salesforce.com to help drive sales team performance. Their real trick, of course, isn’t the app, but the psychology: good sales teams thrive on competition.

CRM as fun? That can’t be bad.

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Seth nails it

Sinclair C5Only when we build for our customers will they come.

Seth Godin’s blog offers profound, sparse and almost haiku-like wisdom about the new marketing.  If you don’t follow him yet, you should.

In this post, Choose Your Customers, he explains, in very few words, what in my experience is the most common problem leading to product and market failure: when we begin with the product, not the customer.

When we begin with our great product and try to sell it, we are doomed to fail.  If we want people to buy what we do, we have to begin instead with what they need and want, and build (and sell) (and service) from there.

Simple, really – but so easy to forget in the daily muck and bullets of business.