Let’s face it: CRM is a journey, not a destination.
Getting employees to “buy-in” a new CRM platform is no simple task. They have to get used to a radically changed environment in the form of new and altered processes, system changes, and training.
To overcome the barriers to adoption, it is essential to consider organizational and even personal factors.
Get Your Colleagues Motivated
CRM is a business project with business issues to resolve. An executive sponsor with credibility should preside over a cross-functional steering committee. This CRM committee should include at least the directors of sales, marketing, IT, and possibly customer service.
Tap the expertise of professionals from various functional areas. This will not only help you identify and correct any real-world problems, but it will avoid the perception that the project is owned by one function and imposed on others.
The steering committee should involve:
- Senior management sponsors: their credibility is invaluable for communicating changes to employees.
- Sales managers: they probably derive the most benefits from a CRM tool’s sales data, and they also wield influence over their sales reps.
- Functional experts: their role is to provide feedback and detailed knowledge about their area of operation.
Give Them Eye-Candy
Before full-scale deployment, a pilot can play a key role in addressing your stakeholders’ concerns. Get feedback from committee members and identify the problem areas where the benefits would be greatest. Then, prioritize them.
Last but not least, find out what favorite feature each influential member desires: here, a snazzy Google Maps interface, there, a landing page builder or perhaps a chat function… Include them in the scope of your basic 3-4 month pilot.
This will go a long way toward recruiting promoters for your CRM project and ensuring its acceptance across the enterprise!
What does a B2B salesperson look like in 2015 ?
The picture below draws a good picture of what the modern B2B Salesperson is :
- They know how to handle face to face meetings when it is important (close deals, important leads, networking…), and when the Web is more convenient (webex, chat…).
- They know leads and customers more than ever thanks to Social Networks (Linkedin, Twitter…).
- They manage the Art of being seen as an expert by leads thanks to his Twitter & Linkedin accounts, and also know how to share (and sometimes create) content through blogging & video.