How to Sell CRM to your Sales Team

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How to Sell CRM to your Sales Team
Maximizing Utilization and Return
Chris Selland Vice President, Sell-Side Research
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The Problems with SFA

• Cant force adoption
• Does it help me sell? (WIIFM)
• Buyer is primarily sales management, not reps
• Low involvement
• Activity not always equal to results
• Is my database portable?
• Functionality tailored to buyer, not user
• Forecast, pipeline, territory management
  important but
• little to no impact on sales process

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How Effective is your Sales Force?
Source Aberdeen Group Sales Effectiveness
survey, May 2004
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No ROI?
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Can Technology Help?
Source Aberdeen Group Sales Effectiveness
survey, May 2004
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Who Should Make the Investment?
Source Aberdeen Group Sales Effectiveness
survey, May 2004
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Sales Wants Leads
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but needs Collaboration
Source Aberdeen Group Sales Effectiveness
survey, May 2004
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Marketing and Sales
Ownership
Marketing
???
Sales
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Sales/Marketing Systems
Source Aberdeen Group Sales Effectiveness
survey, May 2004
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Technology Enablers Impact vs. Adoption
Source Aberdeen Group Sales Effectiveness
survey, May 2004
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The Best and the Rest

• Average selling price - ?3
• Close rate - ?11
• Win ratio - ?13
• Sales cycle time - ?12
• Proposal quantity - ?30

Source Aberdeen Group Sales Effectiveness
survey, May 2004
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Summary

• Leads are important, but not everything
• Bigger issue for Management than Salespeople
• Productivity key to buy-in
• Teach methodologies but dont dictate behaviors
• Take away non-selling activities
• Collaboration is critical driver of Sales
  Effectiveness
• Team selling moving to the forefront
• Days of lone wolf are ending
• Hosted vs. Traditional debate is irrelevant
• Maturity of tools important, but
• focus on business drivers most critical

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Questions?

• Chris Selland
• [phone]
• chris.selland_at_aberdeen.com