CRM data often serves as the bedrock for sales strategies and sales metrics, which is why it’s vital that sales reps are diligent in entering information on customers and prospects into CRM. After all, sales reports are only as good as the data they’re based on.
Companies try a lot of strategies to increase CRM adoption:
They can intimidate sales reps >> “If you don’t enter data into CRM, you’re fired!”
They can incentivize data entry >> “Get 80% of your data entered and you’ll receive a bonus!”
They can gamify data entry >> “Rep with the most CRM usage wins!”
These CRM strategies might boost your adoption for a little while, but the human factor will always be an issue.
The human factor
When you rely on sales reps to enter data into CRM, it will never be 100% accurate or complete. Here’s why:
There are two ways sales reps can enter CRM data while selling:
1: Enter it into CRM during the interactions with customers.
Problem: Sales reps’ focus is divided between the buyer and CRM. They either appear distant to their prospects or the quality of CRM data suffers.
2: Enter it into CRM after the interactions with customers.
Problem: By the time sales reps are done interacting with customers, they’ve forgotten most of the information they need to put into CRM.
The 100% effective solution for CRM data
The only way to get complete, accurate CRM data is to remove the human factor altogether. Use sales enablement technology to automate CRM data entry.
How it works:
Sales enablement software tracks sales reps’ activities, such as emails, office phone calls, sales materials sent to buyers and even calls made from mobile phones. The data collected from these everyday sales activities is automatically pushed to CRM. On the flip side, all the data sales reps enter directly to CRM is updated on the sales enablement portal and mobile app, giving your sales reps easy access to accurate and complete information from anywhere, anytime.
The data automation pulls any information associated with an existing account within CRM. If the communication isn’t associated with an existing account, the powerful software will give you the option to quickly create a new opportunity directly within your email inbox.
Your company can stop worrying about whether CRM data is reliable. They will finally get detailed, hyper-accurate CRM data they can actually use.
No more gaps in your CRM. Data automation captures all relevant information from a variety of sources, giving your sales team a more complete picture of opportunities.
More selling time
Your sales reps don’t have to waste valuable selling time on CRM data entry, freeing up a significant portion of their work week. As a result, they can focus more on selling.
Don’t want a particular email to be captured for CRM? Simply unselect the “automatically sync” checkbox. Your sales team gets one-click control over what’s synced and what’s not.
Interested in learning more? Download these free resources:
Sirius Decisions Research Brief:Activity-Based Sales Enablement Learn how to improve the activities your sales reps perform every day in order to increase selling time and grow revenue.