The key benefit you can expect from a CRM is better value from the customer relationship process, and that leads to increased sales. It can help drive sales velocity, one of the top concerns of CMOs at the moment.
But as HubSpot points out, CRM is an investment – of time, if not also of money: “Sales reps need to adapt to it. A manager may need to train them on its functionality. Established, proven processes may need to be recreated in the new system.”
The biggest hurdle you’re likely to face in your CRM implementation journey is ensuring the appropriate behaviour change. To encourage a team to change habits developed over many years is a tough ask for any business owner, senior director or manager.
So the most important way to do this is to ensure you pick an intuitive and easy-to-use CRM.
If it’s complicated it just won’t be used, and you will either have to invest heavily to train and get people to use it, or ditch it for another – both expensive routes you don’t want to go down. If your chosen CRM doesn’t do the whole job, or meets resistance form users, it will cost you more in the long run.
But done well, implementing a CRM could be a pivotal business decision that sets you on a trajectory for growth.
Further reading about CRM
A beginner’s guide to CRM
The Right Questions to Ask When Considering a CRM For Your Business
Top questions and answers about CRM
Best free CRM software, 2018: 7 top tools