So this month I said I would cover CRM. I assume that all of you are using a CRM system to track sales and customer activity, leads and opportunities. 
Whichever system you are using there are a number of questions you need to ask yourself:
Are we putting the right data in?
Are we measuring the right KPIs for our business?
What is our CRM telling us about our success or failure? Can we find this out easily?
Are our people using the CRM effectively? Is it them or have we built a monster?
What should we be doing better? Where do we start?
When I go in to a sales organisation I want to see one dashboard with all the KPIs measured month on month, week on week so that I don’t have to go digging around. Is the agreed sales process being followed by the team? If not, why not. The answers can be revealing.
Recently I have been using ACT CRM and it was so awful that we have migrated over to Zoho which for the cost and functionality is very good. Pipedrive is a good and simple system if you really just want to track deals. Sugar CRM is highly customisable and being opensource very flexible, Microsoft Dynamics again is highly customisable. Hubspot is also a good tool but expensive when you integrate the marketing automation. 
Whichever tool you use, and to be honest I don’t think any of them are world-beating the key is using them properly, thinking about how to get the most out of them and practically how your sales and marketing team will interact with it.
I am not a CRM expert but having implemented most of the systems out there as a Sales leader I can advise what is going to work for your business so that you don’t over-engineer it or settle for a system that doesn’t interrogate your sales function! 
Need a Sales audit that also encompasses your CRM system and how you use it click here to learn more about me and how I work in your business?
I have been successfully working with SMB Owner Managers over the last 16 years on sales growth issues by providing a combination of sales consultancy, Part-time and Interim Sales Director services.

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