The Sales Signals We’re Ignoring Could Be Worth Millions

We’ve all heard the line, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” It typically leads to discussion on observations and perception, and the idea that if something is not heard, is it even there? 

Now, let’s apply it to sales. “If data about your customers and prospects isn’t entered into your CRM, does it even exist?”

I asked this question recently to a handful of sales executives and the answer was “we have mandated that all info needs to be entered into the CRM, but quite frankly, the reps aren’t doing it.”

2018 is poised to be a particularly busy year for people looking to start new jobs. With the unemployment rate at a 17-year low, and companies planning to accelerate hiring plans, opportunities for career growth and advancement will be bountiful. According to the Bureau of Labor Statistics, most American workers will switch jobs 10 to 15 times between the ages of 18 and 48, so there has never been a better time to make a career change. While that’s great news for most, the rapid turnover may actually disrupt the goals of sales and marketing professionals.

Until recently, a sales person’s toolkit included email, phone, maybe even some type of screen share technology. Meanwhile, marketing technology outpaced sales years ago: Since the early 2000s, marketing professionals have enjoyed things like website optimization tools, A/B testing, detailed performance statistics, and advanced lead scoring products. But thanks to technology slowly moving to the cloud, many more sales teams can more easily track and analyze the data in their phone and email systems — and make more informed decisions.

  If you work in marketing at an enterprise company, you know how enormous your customer database is. It could easily contain half a million to several million leads. And the size of the database is constantly growing. Research by SiriusDecisions revealed that the volume of information in the average B2B customer database doubles every 12 …

“Most of us spend too much time on what is urgent and not enough time on what is important,” wrote Steven Covey in his business/self-help book The Seven Habits of Highly Effective People. SiriusDecisions wrote a great article that explains how sales professionals should apply Covey’s four-quadrant approach to increase productivity. The article is titled, …