The CRM (customer relationship management platform) has become the primary constituent of the “Sales Stack” and is a driving force in promoting sales productivity. Sales professionals often rely on CRM for important customer data in order to track and improve customer relationships; yet, Forrester suggests that 42% of service agents still cannot efficiently address customer problems due to disconnected systems, outdated user interfaces, etc. While CRMs should be the system of record, there are several inefficiencies causing critical data to be lost or nonexistent — according to Salesforce, 91% of CRM data is incomplete.
Getting value out of what you put in?
CRM is a vital resource when implemented correctly, but the trick is finding a way to keep it clean and complete. A CRM can be populated either through manual data entry, or by integrating with other apps to add data automatically.
Manual entry is dull and tedious, resulting in most sales professionals inconsistently updating the platform leaving customer data outdated or incomplete, while third-party data integrations present a contradictory problem by compiling too much superfluous data.
The bottom line is that CRM are often inaccurate, unorganized, a data “dumping ground”, and/ or all of the above. Leading CRM vendor Salesforce suggests that about 70% of the typical sales lead database goes bad each year, yet people still pay high per-seat license fees only to struggle in maintaining the CRM and finding the data they are looking for.
Time well spent?
In order to optimize the CRM, sales teams often need adequate tutorials and training as well as encouragement to engage in the software. Making the best use of data can be a dull and time consuming process, and Salesforce states that 42% of companies have not even made an effort in monitoring the quality of their data.
What’s the big deal?
Successful customer relationships rely on a collective understanding of what actions have been taken, who is involved, and what needs to be done within each opportunity. The CRM should be the holy grail of customer relationship data for everyone across the enterprise, and should align the entire company. However, you get out what you put in, so insufficient CRM management limits visibility on customer relationships and disables fluidity between segments of the organization.
Additionally, expensive per-seat fees, as often the pricing model for Platforms as a Service (PaaS), discourage companies from giving everyone within the enterprise access to this data, eliminating comprehensive relationship overviews and true cross-functional collaboration.
The easy fix for customer and relationship data.
SalesWise makes it simple to get greater returns from your existing CRM investments, without any manual data entry or per-seat license fees. SalesWise automatically extracts all of the important customer and relationship data for every opportunity in Salesforce, and combines with every associated contact, message, meeting, and document in one intuitive Card design.
SalesWise organizes the messy data from Salesforce and email, and provides custom views of the customer data to ensure folks can get exactly what they need.