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Articles on CRM Archives | Awake By Five AM

Category: Articles on CRM

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How do you build a functional CRM that generate more sales?

two people shaking hands

What are the key elements to a functional CRM that helps sales?

Do you hate your existing CRM?

How do you fix a crappy CRM?

If you answer yes to any of these questions, I have a treat for you.

Introduction

Man using the laptop thinking

Many businesses use a Customer Relationship Management system (CRM). The increase adoption of CRM is because it is getting cheaper and easier to use.

Most sales team hates maintaining their CRM. Many businesses have difficulty enjoying the full benefit of it. Most startups entrepreneurs I met do not even have one.

There are many reasons why your CRM does not work well. How do we fix this misalignment and ensure it is useful to generate more sales?

These are the key elements to consider when building, maintaining or repairing a CRM.

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A bad Customer Relationship Management (CRM) is cancer to a company

It is just a dream

Currently, there is an epidemic choking companies around the world. Believe it or not, it is their bad Customer Relationship Management system (CRM). A bad CRM is dysfunctional, causes much conflicts between departments and a cancer to a company.

The Customer Relationship Management system (CRM) is a USD30 billion global industry. Salesforce.com and many other smaller players (ie. Zoho and SAP) are vouching for your business. They provide a never-ending suite of add-ons, that promises an everlasting increase in sales effectiveness. In addition, they lead us to believe in self-regulating over-enthusiastic sales team would religiously feed data correctly and efficiently on a daily basis. Let me catch my breath! The marketing team swears that a perfect CRM would means millions of customers just can’t wait to throw money at the company because they are so excited to receive the next automated spam. Unfortunately, these are just idealistic dreams. Or is it?

For any sales manager who has ever implemented, managed or inherited a CRM system will quickly realise the reality is far from the vision of what it was intended to do. So why is that?

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