Why CRM Projects Fail and How to Make Them More Successful

The primary reason CRM systems miss the mark in helping companies increase revenue is because they are too often used for inspection, rather than creating improvement in the sales process. Front-line sales professionals and managers rarely find the majority of these capabilities useful in winning more business for the company. If you want your CRM implementation to increase revenue, you have to re-think your CRM as a tool to do so. That is why you invested in its deployment. Also, integrate your marketing efforts with sales activity. This kind of integration, using your CRM as the glue, will improve marketing’s efforts to create gravity with prospects, and sales’ ability to accelerate sales cycles. Lastly, sales managers must use it as a tool to jointly create strategies for major opportunities, and help the sales team to maximize opportunities by coaching them throughout the sales process.