I was giving a speech at an Integrated Marketing Summit in Kansas City a few years ago and I promised at the end that I would reveal my opinion about the best CRM system on the market.
As I left the stage Shawn Elledge the conference chairman stopped me and said, “Hey Jim, time to make good on your promise to share your opinion about the best CRM system.”
Turning back to the audience, I looked around the room and saw no less than four CRM company representatives, waiting for the answer. “The best CRM system,” In my opinion I said, “Is the one the salespeople will use.”
Why its important:
"It isn't necessary to buy a CRM two to three times before you get it right because the salespeople aren't using it. Set it up right the first time and avoid the expense and the frustration.
Sales Lead Management Association
As a follow-up I explained that CRM systems without the buy-in and co-operation of the
On the SLMA Linkedin Group and the CRM Experts Group I started discussions on the same subject and I heard from a lot of people saying that with proper installation, defined sales processes, etc., getting the salespeople and management to use the system are the key components.
Here are some of the comments:
George Brontén
That's a nice comment, James. To complement it, I'd say that it's not just about which system salespeople will use, but how the system supports the execution of your sales strategy.
As an example, technology to support transactional sales efforts needs a different design from a solution to support complex selling efforts. Tools to support sales professionals need to move beyond just capturing information in a database and become solutions to provide guidance and coaching. There's a lot happening in this space right now and I'm happy to be in it!
David Boyce
"The best CRM system is the one the managers will use"
Robert J. Moreau
I feel it very much depends on the dynamics of the organization. No one CRM fits all. And not using it? In today's environment......If the sales people aren't using it in today's day and age...that's a leadership issue first and a process or operations issue second. Rarely, if ever, is it a technology issue.
Traci Whetzel
CRM is only as good as the adopters of the solution, including the management team. Thanks for sharing Joe!
Jason Henkel
The best 'CRM system' is the one where the sales team/users were deeply involved in defining the processes and requirements. And then of course, a mature platform where majority of end-user chunkiness has been ironed out.
Lancy Santhosh D'souza
I will call any CRM the best if it answers your business need, your customers are happy, it integrates with legacy applications and gives you the business visibility to decide next step.
To make best CRM, spend the time to build it and modify the process taking intervals to review it and don't rush only when business is low.
Pascal Dumoulin
The one we choose together after the needs assessment
Jennifer Zaremba
Brilliant answer. Thanks James. You made my day!
Fredrik Jonsson
Lots of great comments here. 4 recommendations before looking into any CRM: 1. What should the new system help us achieve (operational efficiency for multiple departments, sales enablement etc)? 2. Software won't fix bad processes - document, optimize and then look for a system that adjusts to them, not the other way around. 3. What do we look for in a CRM/Technology partner? 4. What are our non-negotiables in terms of both the provider and functions/features in the CRM?
Lisa Cole
That's the exact same answer I have for Marketers that ask me how do you define a lead.
Atul Makwana
One which can customize as per Business process easily & fast.
Olivia Milton
The one that that has out-of-the-box processes and guides users through the most effective actions
Got thoughts about it?
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