A CRM system typically covers customer facing functions that includes sales, customer support, and marketing. Each function has its own unique characteristics and needs. The Sales Automation part of the CRM is generally viewed as a management tool to track sales leads, monitor sales people’s activities, view sales pipelines, assess sales opportunities, and generate sales forecasts.
While Sales Automation is a great tool in concept, the reality can be quite different. The key factor is whether sales people will use the CRM system. This is the biggest risk in selecting a CRM system – poor user adoption by sales people.
In this white paper, we will explore what contributes to the poor CRM adoption by the sales people, how to avoid selecting a CRM system that increases the risk of poor user adoption, and what criteria you should consider in choosing the right CRM solution.