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The No. 1 Reason CRM Frequently Fails: Culture

The No. 1 Reason CRM Frequently Fails: Culture

Brian Gardner No Comment

It probably comes as no surprise that one of the top reasons that CRM sometimes does not gain traction for industrial distributors, reps and manufacturers is culture.

The chances of success when your team is not on-board with an initiative are very low. And when you are changing the way you approach the sales process, expect some pushback. This is hard, and can be painful. Many employees may not be ready. They need to understand how a new sales process and supporting CRM technology can help them.

Because of this I always encourage companies to start slowly – don’t try to do too much, too soon. Tap respected champions early on. And invest in training – not just at the start, but throughout the first year and beyond.

Be an evangelist not for just how you will be changing the sales process, but, more importantly, why. If your culture’s impact on the success of your CRM initiative isn’t front of mind from the get-go, the risk is high that your company will revert back to where it started. As many have said, “culture eats new initiatives for lunch.” Don’t let it do the same to you.

Learn why shifting your focus to the front end of the sales process can give you a competitive edge.

Download our latest whitepaper, 10 Reasons CRM Fails (And How You Can Succeed).

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