Why CRM is terrible for sales

Why CRM is terrible for sales

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CRM. It’s the software designed specifically for managing customer and buyer information. It’s also the software that sales reps hate and use as little as possible.

Here are some sobering statistics:

Only 53% of sales reps regularly use CRM. –Aberdeen
Only 23% of organizations believe their CRM system is highly effective for enabling collaboration across departments. –MHI Institute
Only 15% of companies believe their CRM opportunities and leads information is accurate. –ZS Associates
Only 7% of sales reps believe reviewing CRM reports and data is a good use of time. –Enkata
Only 13% of sales teams are highly satisfied with their CRM systems. -Hubspot

Why does CRM do such a poor job of helping sales reps sell?

Here are three key reasons:

It pulls reps away from selling

You hired your sales reps for a specific purpose: to sell your products or solutions. Yet a significant portion of their time is spent on other activities such as CRM data entry, searching for materials, sitting in meetings, etc. In comparison, only 18% of sales reps’ time is spent actually interacting with customers.
More impactful than the total amount of time spent on CRM data entry is the reality of when that manual CRM entry is happening. Sales reps have two choices:
1: Enter the information into CRM while interacting with customers.

OR

2: Enter the data after finishing the meeting or phone call.
With the first option, reps have their focus torn between two activities: entering data and interacting with their prospect. They’re risking coming off as distracted or uninterested to the buyer or entering incomplete or inaccurate data.
With the second option, reps have to get out of their selling zone, switching activities to a completely different process. They also are likely to have missed or forgotten a lot of the information they learned from the conversation, so you still get incomplete and inaccurate data in the CRM—assuming the sales rep bothers to fill it in at all.

It’s passive

When you boil down CRM, it’s simply data. You record a buyer’s name, their phone number, the date and time of a demo you have scheduled with them. It’s useful for sales reps to keep track of their glorified buyer rolodex, but nothing in CRM helps them sell.
CRM doesn’t guide your reps in next steps to move the deal forward or give them insight into which opportunities are most likely to close. In CRM, the data used for an opportunity to close is literally guesswork. The sales rep manually changes the probability value based on their gut feeling on whether a deal is going well. This passivity forces sales reps to manually enter arbitrary data that has no real logic or proof behind it.
Reps want information they can act upon. They want coaching and guidance, easy next steps and single-click solutions that bring them closer to closing deals. Sales reps want a tool that actively helps them sell, not table of dense data that takes significant time and effort just to pull the meaningful tidbits of information out.

It’s frustrating

Ask any sales rep what they hate about CRM, and they’ll give you a long list of how difficult it is to do certain processes, how long it takes to just to create a single opportunity and how they use it as little as possible as a result. CRM tries to do too much, combining functionality for sales rep, customer service, tech support and more. As a result, each team member has to do too much to achieve a simple task.
According to SalesLoft, 72% of CRM users would gladly trade all of CRM’s extra features for a CRM that’s easier to use. The problem is that these “extra features” are often built into CRM’s core functionality. There’s no way to easily strip away all the unneeded features to create a simple and intuitive interface for sales reps.

The sales enablement solution

There is so much more to sales than CRM. Sales enablement software solves all three of these CRM inefficiencies.
Sales reps get more selling time through automated data capturing. Instead of having to take time away from selling to manually enter data into CRM, sales enablement software collects the data automatically. Every sales rep activity, from sending emails to making phone calls to scheduling meetings, is tracked and logged in CRM without the sales rep ever having to open up Salesforce. The added bonus is that the automated data collection removes the human factor, ensuring your CRM data is complete and accurate.
A sales enablement platform takes an active approach to selling, providing sales reps with all the tools, resources and guidance needed to help them interact with buyers and win deals. It uses all of that CRM data to visualize opportunities in a way that sales reps can easily see the logical next step in the sales process. Combine this visualization with algorithm-based sales recommendations offered in real time, and your sales team’s productivity and sales execution will improve drastically.
By integrating CRM with the superior interface of a sales enablement platform, your sales reps get all of the benefits of CRM data (easy access to customer information, simple scheduling of tasks and activities, etc.) without having to deal with the frustrating design and clunky functionality.
These are just a few of the reasons why so many companies are choosing to integrate CRM with a total sales enablement platform. Schedule a 10-minute demo to see firsthand the difference between an ordinary CRM and one supercharged with a sales enablement platform.

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