Every sales manager aims for a high CRM adoption by their sales team. Not in the sense of increasing the rate of logins, but in the actual sense of achieving a high user adoption through the creation of real sales opportunities, with a confirmed next step with their prospect.
Even platforms like Salesforce.com that spend over 50% of their returns for marketing purposes have a section of clientele that are not at all happy with their CRM adoption rates.
Organizations and businesses are mistaken to believe that just buying a Salesforce license and customizing it with certain features, is all the sales team needs as a sales process.
Factors like, misalignment of business processes with CRM, lack of transparency, lack of training and coaching are responsible for poor user adoption. Many sales pipelines are loaded with nothing but stalled or dead deals. As per the latest findings, the average user adoption is 41%, a number that is clearly a disappointing figure when it comes to platforms like Salesforce.com.
Hence, in order to roll out a CRM and obtain a high-performance sales team, there is a need to implement a better, transparent and more disciplined sales process that is successful in establishing an open channel of communication between the sales team and managers.
Once we have a transparent pipeline, managing and coaching from the forecast with a weekly or bi-monthly “one to one” meeting then becomes a more powerful way to support your sales team and influence much needed behaviors.
Originally published on LinkedIn on September 10, 2019.