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5 Key Reasons Why Your Sales Team Should (Actively) Use Your CRM

03 Feb 2022 | By Maven TM Team


Companies will review their CRM or database solution at different stages of growth. The first time will usually occur when a company is past a certain size. Management will decide to upgrade the way their clients’ and prospects’ data is collected and shared within the team, with the idea to centralise the data and see progress on accounts. Companies will may review their CRM when they set up new office locations. Another time may be when companies are making acquisitions or merger or even when they are looking to streamline their process and use unique, global solutions.

Whenever and for whatever reason a company is questioning its CRM, the idea is that a CRM system (or indeed any database solution) will help the company become more knowledgeable in their markets, become more reactive and support sales growth.

However, with only 57% of sales people actually recording their activities in their CRM and 30% of contacts’ data becoming obsolete every 12 months, it seems that a CRM requires a lot of effort and resources, for what return? Here are 5 top reasons for using a CRM:

1. Access to data – anywhere, anytime.

If you have sales people on the road or people working remotely, a CRM is a great way to give access to clients or prospects’ data anywhere. How many times did it happen to you to struggle finding the phone number or address of a prospect/client you were going to visit?

2. Don’t lose data when people leave

By encouraging everyone to import their data into the CRM, you will be less likely to lose data on some accounts. Companies should have a clear process in place to ensure any new contact or account is created into the CRM, even if the account is not as hot yet.

3. Increased collaboration

Are you allocating the accounts based on the strength of the opportunities? Is your team changing regularly? By using a CRM, you can easily reallocate accounts and opportunities to new sales people, share key information and ensure all potential sales opportunities are followed up and nurtured accordingly.

4. Get clarity

A CRM is a great source of information regarding your markets and potential opportunities. You can get more understanding of your customers, follow trends relative to your products or what alternative solutions your prospects are assessing. You can also get visibility on your sales pipeline, keep your teams updated daily on their progress, generate stats on the variation of your sales cycle, find out how many marketing leads or qualified sales leads you need to reach your sales quota…

5. Marketing integration

How do you split your leads between marketing and sales? Are you resending the long-term leads from sales to marketing so that they are included in a nurturing process? A CRM is ideal to do so and ensure communication is constant with your prospects and your customers. For instance, you can build your pipeline of Marketing Qualified Leads and share easily with your sales teams when ready.

Of course, your CRM will be a true asset if your teams are actively updating and inputting information. It does take time and effort to enforce a culture of CRM usage, so be patient and put in place the right enforcement process to ensure your new CRM is a success!

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Topics: Sales Techniques, Technology Sales

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