It's a great time to be a sales organization. I often find myself wondering how different things would have been 10 - 15 years ago when I first started leading sales teams if I had access to the technology, tools and data that are readily available to companies of all shapes and sizes.
I can still remember reading the articles in magazines like Sales & Marketing Management, Selling Power and Selling as they debated the pros and cons of (what was then called) salesforce automation, and the challenges in getting adoption. Nothing got more attention or brought more angst to salespeople and executives alike than to topic of CRM.
Back then, the choice was to either spend millions of dollars on an enterprise CRM built out to your specifications, to buy clunky, suboptimal CRMs like ACT!, Maximizer, GoldMine, etc., or to go without a formal CRM. So, if you were a small or mid-market company (SME) you either went with a clunky CRM or no CRM at all.
The turn of the century brought us Salesforce.com who began what I like to call the democratization of CRM, bringing the costs down to where SMEs could afford it, with the capabilities of enterprise alternatives. While Salesforce.com was a great improvement, it was still expensive and unless you could afford to have it built out and customized to you, still clunky. Using it as a salesperson was difficult and frankly, annoying.
Today there are a host of CRM alternatives that literally take any excuse for not using a CRM right away. In 2005 I would kill for the CRM choices that exist today that are free. The good news is that more companies and salespeople are using CRM than ever before. Unfortunately they're still not realizing its true promise.
In our work as part of our Sales Enablement Services, we often analyze and advise on a companies growth stack, including their CRM. Having reviewed hundreds of implementations, I still see 5 very common - and very damaging - mistakes made when using CRM.