CRM has become an integral part of any salesperson’s workflow, but buying and implementing a CRM system is a big investment for any company. Companies need to make sure they get the best ROI they can—and the value CRM systems bring is not only from engaging users but also by providing them with critical information that helps them do their jobs smarter and better.
CRM ROI depends almost exclusively on user adoption. According to the Corporate Executive Board, “Only with high levels of adoption could any potential benefits or enhancements of the CRM be realized and applied to produce growth.” But how do you drive adoption amongst your team to ultimately see the growth that led you to implement the CRM in the first place? The answer is to make the system invaluable to them by using it to provide them with incredibly relevant customer insights. It’s well known that people will not change the workflow to which they are accustomed unless they see a clear personal benefit of doing so—the typical “What’s in it for Me” syndrome. With enterprise B2B sales teams, it has been proven that incorporating personally relevant information on customers and prospects into CRM workflows can make the team realize that the CRM system does provide significant value. For example, FirstRain’s annual end-user survey shows that by delivering relevant insights when and where they need it, sales can see up to a 17% productivity increase, which is significant.
One of our customers, JDSU,recognized a new set of needs to increase the efficiency and effectiveness of their global sales organization. Their sales and marketing teams now required more customer intelligence in order to advise them on their end-to-end networking needs, while also improving sales productivity.
Their previous CRM ROI was not ideal due to poor usability. They selected FirstRain Customer Insights for salesforce.com to be integrated into their CRM solution. Their salespeople are now fully on board using Salesforce, and through their FirstRain views personalized to their role and what they sell, they are able to find more sales opportunities and build better relationships with their customers.
Thanks to salesforce.com and FirstRain, the entire team JDSU is now on the same page, and the critical insights provided by personal business analytics was one of the major incentives to drive adoption and help them maximize CRM ROI.