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How to Sell CRM to your Sales Team

How to Sell CRM to your Sales Team. Maximizing Utilization and Return. Chris Selland Vice President, Sell-Side Research. The Problems with SFA. Can’t ‘force’ adoption Does it help me sell? (WIIFM) Buyer is primarily sales management, not reps Low involvement

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How to Sell CRM to your Sales Team

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  1. How to Sell CRM to your Sales Team Maximizing Utilization and Return Chris Selland Vice President, Sell-Side Research

  2. The Problems with SFA • Can’t ‘force’ adoption • Does it help me sell? (WIIFM) • Buyer is primarily sales management, not reps • Low involvement • Activity not always equal to results • Is my database ‘portable’? • Functionality tailored to buyer, not user • Forecast, pipeline, territory management important but… • …little to no impact on sales process

  3. How Effective is your Sales Force? Source: Aberdeen Group Sales Effectiveness survey, May 2004

  4. No ROI?

  5. Can Technology Help? Source: Aberdeen Group Sales Effectiveness survey, May 2004

  6. Who Should Make the Investment? Source: Aberdeen Group Sales Effectiveness survey, May 2004

  7. Sales Wants Leads…

  8. …but needs Collaboration Source: Aberdeen Group Sales Effectiveness survey, May 2004

  9. Marketing and Sales Ownership Marketing ??? Sales

  10. Sales/Marketing Systems Source: Aberdeen Group Sales Effectiveness survey, May 2004

  11. Technology Enablers – Impact vs. Adoption Source: Aberdeen Group Sales Effectiveness survey, May 2004

  12. The Best and the Rest • Average selling price - 3% • Close rate - 11% • Win ratio - 13% • Sales cycle time - 12% • Proposal quantity - 30% Source: Aberdeen Group Sales Effectiveness survey, May 2004

  13. Summary • Leads are important, but not everything • Bigger issue for Management than Salespeople • Productivity key to buy-in • Teach methodologies but don’t dictate behaviors • Take away ‘non-selling’ activities • Collaboration is critical driver of Sales Effectiveness • Team selling moving to the forefront • Days of ‘lone wolf’ are ending • ‘Hosted vs. Traditional’ debate is irrelevant • Maturity of tools important, but… • …focus on business drivers most critical

  14. Questions? Chris Selland (617) 854-5211 chris.selland@aberdeen.com

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