Handling Sales Management and Account Executive CRM Adoption Issues

No matter how focused your efforts, user adoption is always the final sticking point in a successful CRM program.  You can select a knowledgeable, proven partner to aid in your implementation.  You can be proactive in your CRM program by reviewing processes and establishing a Steering Committee.  You can provide the exact technology needs to the users and train them thoroughly.  At the end of the day, if your users aren't able to see management using the CRM technology AND if the CRM program doesn't provide operational value to them - adoption will be an issue.

 

We will spend a few moments on sales adoption.  Common issues with sales management and user adoption fall into a few buckets:

 

1. CRM becomes a Friday morning pipeline update  database, nothing more - nothing less.
2. Management doesn't leverage the data in CRM, especially dashboards and reports available for knowledge building and intelligent decision making.
3. There are no carrots for the users - only sticks are employed to force user adoption.

 

If you fall into one of these categories it's time to consider inspecting your processes or direction.  Here are a few simple ideas to counter the adoption issues described above:

 

1. Give the Account Executives functionality that increases or optimizes their selling time.  Sales staff are paid to sell.  Give them the tools to make that happen.  While updating an opportunity record can seem tedious (but very necessary), augment by providing address mapping integration or automated workflow to remove manual tasks like trip reports.  A recent customer's Account Executives rely heavily on their Sales Support staff through various points in their selling cycle.  By giving the AE's visibility into the planned enterprise-wide sales activities of the support staff, the AE's are able to more quickly solidify meetings that require support team members for a prospect or customer product demonstration.  They no longer have to manage this during every instance with phone calls or email strings back and forth to the support team.
2. If you find your sales staff is not adopting CRM because they don't perceive management to be leveraging the information going into CRM, try running your pipeline meetings - in a group or individually - from your CRM dashboards or reports.  This is a technique that you can use to supplement or remove the common stick approach that requires opportunity management in CRM or the AE will not get paid.  Sales staff will understand management is making decisions based on CRM information and they will see management taking ownership of the CRM program.  This is a powerful message.  Don't expect after one pipeline meeting to have the light switch change.  Be diligent.
3. Inspect your sales processes and continue to ask for feedback on what will help optimize sales efforts.  We previously mentioned map integration or workflow.  Each sales process is different - inspect what your users need, plan to address their needs, COMMIT to the users you will help them and engage you CRM IT team or partner to work through the enhancements.  If you are not using a dashboard, I strongly suggest you start by examining your Business Intelligence needs.

 

These are just a few examples of sales adoption issues.  Feel free to share in the comments additional tricks or steps you've taken to improve on a process that makes your organization succeed - Successful Sales.