What do our salespeople see when they open their screens?
If the information is more company-focused than customer-focused, you have a big problem.
A good CRM tool delivers useful analytics and reports. But don’t make the mistake of letting the tail wag the dog.
The ultimate purpose of capturing customer information is to drive more sales. The information you require your salespeople to gather about their customers influences their sales behavior.
Capturing the right information about your customers and pulling it to the front and center of your CRM gives you a huge competitive advantage.
You can be a me-too sales force that says you want to make a difference to customers, or you can be the rare company that actually does it.