CRM systems can spit out data quicker then we can download the latest app.
Our CRM enables us to look at the latest sales data in more ways than augmented reality or 3D technology. But like many of the thrillers or mystery movies that we get lost in, CRM data can easily take us down the same path of intrigue but not necessarily provide a solution.
CRM systems can produce hundreds of different versions of various reports. But it seems we believe that our CRM has suddenly become a crystal ball enabling us to be soothsayers or oracles. We are all familiar with the phrase “paralysis by analysis.” And that’s exactly what this increasing amount of data can do to us.
So how do we stop ourselves getting overloaded with data? More importantly, how do we stop management from berating the sales force with why they haven’t hit their meaningless data points?
There’s a great book on this subject called “Cracking The Sales Management Code” and as they say in this book, “Not everyone in the sales force needs all the available information to do their jobs. They need the metrics that will focus them on their specific Activities, Objectives, and Results and provide feedback on how they’re performing.”
We need to FOCUS on what will help us achieve the results we desire. We need to clarify what are the leading indicators that will ensure we hit our revenue and profit goals. But we need to be clear on what those are. We need our sales team SELLING not ANALYZING.
Is it, for example, the number and types of calls they are making? If this then translates into hitting the Objectives then we know the Results will come. But the keyword is FOCUS on the things that really make a difference. Not everything.
So are you getting overloaded with data? Have you ascertained what Activities will lead you to achieve your Objectives and then your Results? If not, you may want to RE-FOCUS on what you look at in your CRM system.
Peter M. Beaumont is the Founder and Principal of ConnXN. He is also the author of The Relationship Roadmap, a comprehensive guide to building relationships with strategic clients. Find out more at www.ConnXN.net