CRM Implementation

Why Sales Should View CRM as a Big Help, Not ‘Big Brother’

Brian Gardner No Comments

When consulting with distributors implementing CRM technology, I’m often involved in the training of the sales team. I like to start each sales team training session with this question: “Why do you think your company is moving forward with CRM?”

What Sunday’s Super Bowl Win Can Teach Your Sales Team

Brian Gardner No Comments

On Tuesday, I presented an MDM webcast on long-term CRM success, just two days after the Patriots won Super Bowl LI. I couldn’t resist drawing a parallel between a contributor to their success and a characteristic of successful sales teams: teamwork.

The CRM Audit: A Systematic Approach to Getting ROI from CRM

Brian Gardner No Comments

It’s easy to get overwhelmed by CRM.

But rather than let technology get in the way of better process, I’ve learned that the most effective way for industrial sales organizations to get the most from CRM is to approach it systematically— with sales process top of mind.

3 Ways Culture Can Make – or Break – a CRM Implementation

Brian Gardner No Comments

The No. 1 reason I see that companies aren’t getting ROI from CRM is culture. This isn’t surprising: Many have 10, 20 or 30 years of culture under their belts, and bringing CRM in is a big change. They’ve been successful without CRM, so why should they change?

It will take time, but you can clear the culture barrier.

Go Deeper with 4-Dimensional Account Profiling

Brian Gardner No Comments

One-dimensional account profiling, typically using A, B, C or D based on the current business from each customer, is a step in the right direction. But if you want to take a more proactive approach to uncover new opportunities with existing and potential customers, take your profiling a step further.

How to Make the Most of CRM Software Demos

Brian Gardner No Comments

With so many options to choose from, selecting the CRM system that best fits your company can be time-consuming and exhausting.

The key: Build a solution around your business, not just what the vendor offers. Sure, their software may have plenty of bells and whistles, but if those added features don’t cater to the needs of your company (or worse, if they’re inefficient and distracting), there’s no reason to invest in them.

Let Sales Process Drive Your CRM Wish List [Video]

Brian Gardner No Comments

I frequently will ask my clients early in their CRM evaluations to provide me with what they want from CRM. What I frequently get back is a long list of features. This includes linking with Outlook, web-based, mobile capability and so on. These features are all great, but I urge you to take another step back and focus first on the processes you want to improve with CRM. Frame your wish list with these needs in mind.

3 Tips for Selecting a CRM Vendor

Brian Gardner No Comments

CRM has become a commodity due in part to the rise of cloud-based offerings, which have made the technology cheaper and easier to develop and adopt.

How to Access ROI from CRM Webinar On-Demand

Brian Gardner No Comments

If you missed the recent SalesProcess360 webinar, ROI from CRM: 3 Takeaways in 30 Minutes, access the on-demand video here.

Featured in MDM: ROI from CRM and Being Honest with Yourself

Brian Gardner No Comments

MDM recently spoke with me about getting the most from your existing technology for its annual Distribution Trends Special Issue, out now at mdm.com. I spoke with Associate Editor Eric Smith about the importance of starting with processes, not systems, when considering new technology.

123

SalesProcess360 Videos featuring Brian Gardner

Get insights based on decades of experience in industrial markets, including why you should think beyond outside sales, how to take a proactive approach to sales opportunities and how to let sales process drive your CRM wish list.