What is wrong with CRM?
What is wrong with CRM?
Why do many organizations spend so much time and money but do not get it right?
I think most people make one or two of the following mistakes:
Mix what they want with what they need, what you want is to improve your organizational efficiency when it comes to marketing, selling and servicing your customers, what you want is to increase the impact of your marketing efforts on your sales pipeline, what you want is to keep your customers in these tough times .. I think you will say yes to some or all of these. Let me tell you, what you need is not necessarily CRM for it won't simply fix these issues if you have not done your homework before selecting and deploying your CRM.
Start from the product not from the business problem, having made the first mistake of mixing wants and needs, you say I need CRM, you call the vendors in and they tell you that what you need is their product. they show you some generic demonstrations, throw in some reference names of companies half a world away, you pick a vendor and the nightmare starts.
At On-Track Arabia, we want to start from the business, we want to look at the business problem, we want to work with you on fixing the process before we even look at the product, we want to bring in the vendors after having identified what you need not before.
At On-Track Arabia, we want to work with you to answer many questions very early on. What does CRM need to talk to .. your ERP, your website, your other systems, or your supply chain? What data is available? What are the technical interfaces that are required, and many similar questions.
At On-Track Arabia, we want to work with you about internal adoption of CRM, how will your sales people accept it? What is in it for them? How do we make it easy for them to accept it?
Give us a chance to help you get it right!
Hello, you make it look like sales people are to blame for any failure of a CRM project! I feel I disagree with that, there are other reasons for failure too, customers may not have their act together, implementation companies may not have the skills.
Thanks,
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Hi,
No, I do not think we can blame sales people for acting in a manner consistent with their compensation plans, just like the bank managers who took excessive risks in order to make big bonuses. In both cases the blame goes to the bosses who created compensation plans that encourage short terms gain as opposed to long terms viability.
But if we know what we know about the way sales people are compensated, then we should consider how we listen to them, which filters to apply and whether we should look for a different source of information.
Bottom line, don't blame the sales guy he is doing what he is hired to do!
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