I first wrote this blog post exactly one year ago. It got a lot of comments so I decided it was time to dust it off and update it. I’ve expanded the list to cover the top ten mistakes that will ensure your CRM implementation is a failure.

  1. Make sure the main purpose of your CRM system is to track sales rep activities. You need a way to prove they aren’t doing enough to close sales.
  2. Emphasize the reporting capabilities when explaining to your sales reps why they must log all activities. Also, forget to tell them how you’ll use the information and how it will help them in the long run.
  3. Don’t analyze your sales and marketing processes before you pick your CRM Software.  That’s a lot of work and will just slow the process down.
  4. Don’t bother defining key performance indicators (KPIs) that you intend to measure. The report templates your CRM comes with will provide all the information you need.
  5. Don’t involve other departments.  CRM is intended to improve sales productivity. Other departments will have their own interests.  You don’t want those getting in the way of what you need to get done.
  6. Dismiss reps’ complaints about the system. They’re just lazy and don’t want to be held accountable.
  7. Accept the fact that reps will spend more time each day entering information and updating the system. It will leave less selling time, but the value of the data will be worth it.
  8. Focus on collecting information about sales rep behavior,  not on uncovering business trends. The number of phone calls made is more important than knowing the average number of calls needed to close a deal.
  9. Look for a CRM system that has the most features and capabilities. Functionality is more important than usability.
  10. Ask around to find out what others think is the best CRM. Use their feedback to compile your shortlist. How different can their requirements be from yours? It’s enough to know which systems others swear by.

Have I missed any?

 

For a printable version, click here: Top Ten Ways to Screw Up Your CRM Decision

 

About the author

Nancy Nardin

Nancy Nardin is a recognized thought leader on sales technologies and building a sales stack. Smart Selling Tools reviews the latest sales and marketing software across multiple categories, including Inside Sales, Sales Intelligence, Sales Acceleration, Pipeline Management & Deal Flow, and Predictive Sales Analytics. It's been named a Top Sales Blog by HubSpot, and Nancy Nardin has been named alongside Forbes’ top 30 social sales influencers in the world. Follow Nancy on Twitter @sellingtools