"Fill your CRM tank with the fuel that sales reps are screaming for access to, and the value of your CRM investments will dramatically increase." Jim Dickie, CRM Magazine
I couldn't have said it better myself. Organizations expect CRM systems to be the uber-technological investment leading to an overabundance of revenue (is this even possible?). Yet, even though 67% of companies surveyed in a CSO Insights study have implemented a CRM system, only 1 in 5 have seen significant improvements in revenues.
The problem does not lie in lack of CRM functionality. Instead, CSO Insights found the issue to be a lack of knowledge about the customer. CRM systems are great for managing contact data - phone number, company website or job title. However, this information gives sales people limited insight into the purchase intent of prospects. Instead, they need information about product interest, website activity, survey responses and participation in past marketing campaigns. All this information can be found within a marketing automation system and easily integrated into CRM. So, as Dickie explains in his article, a great car (CRM) for the sales race doesn't get you anywhere without enough gas (insight). Fill your sales reps with premium marketing information - by doing so your engine will be revving with revenue.