5 CRM Mistakes and How to Fix Them

Lessons gathered from over 65 salesforce implementations

By now, most B2B sales executives have heard of the tremendous advantages afforded by CRM (Customer Relationship Management) software. It’s difficult to overstate the importance of CRM in today’s data-driven B2B marketplace. At NuGrowth, CRM is the central point of integration between our sales and marketing teams.  We have implemented CRM for over 65 clients in dozens of industries. In doing so, we’ve found that CRM maximizes the impact of marketing while empowering sales executives to work efficiently.

Nevertheless, some companies never experience the full potential of CRM. Frustrated, they conclude that CRM doesn’t deliver results. In our experience, CRM only fails to deliver value when it is not implemented and managed correctly. Fortunately, this can be avoided with anticipation, strategy, and hard work. Plan for success by familiarizing yourself with common pitfalls related to CRM.

The five biggest CRM mistakes:

Mistake

Solution

 

Overcomplicated Systems

 

If CRM software is confusing, encouraging sales executives to use it will be an uphill battle.

 

 

Seek a balance between sophistication and simplicity. Eliminate redundant fields and complicated workflows, and take time to thoughtfully structure entry fields in an organized hierarchy. Make sure fields are named clearly.

 

 

Wrong Perspectives

 

Motivating CRM adoption will be difficult if your team sees the process as trivial administrative work.

 

 

 

Teach the importance. Help your team understand that CRM can minimize time spent on unqualified leads, facilitate up-selling and cross-selling efforts, and increase pipeline velocity.

 

 

Inconsistent Adoption

 

In order to generate strategically useful data, users must follow a consistent process. Sales is truly a team sport, and CRM will not be effective if the team is not running the same plays.

 

 

 

Effective adoption starts with management’s commitment to managing from CRM. As we often say at NuGrowth, “If it’s not in the CRM, it didn’t happen.”

 

 

Insufficient Training

 

Even motivated users will not deliver satisfactory results if training has not prepared them to follow a consistent process.

 

 

 

Take time to map out the step-by-step process of using your CRM, and invest in training and sales coaching.

 

 

Poor Data Integrity

 

If your CRM database is full of out-of-date information, duplicate entries, and inaccurate data, your system might be worse than useless.

 

 

 

 

Invest in CRM by keeping a unified database and thoroughly vetting for duplicates whenever new entries are added. Feedback from sales through CRM is vital in evaluating data sources.

 

 

Effective CRM implementation and management takes time, energy, and expertise. If you’re looking to amplify your return from CRM software, consider partnering with NuGrowth Solutions. We are a group of seasoned sales professionals passionately committed to helping grow your business. If you are ready to take your B2B sales to the next level, contact the NuGrowth team at 800-966-3051 or fill out a contact form and we will be in touch.

Chuck Rue

Author: Chuck Rue

Chuck Rue is the Manager of Marketing Automation. He has developed extensive skills in CRM management, marketing automation, and website development that allow him to coordinate how these essential tools work together for clients and get actionable data to sales reps as quickly as possible.

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