How Sales Operations Can Ensure More Successful CRM Implementations

Today, we continue the focus on the topic of CRM from last week and take a look at how sales operations can ensure more successful CRM implementations.
Most sales organizations have a CRM in place or have plans for one in the near future, but are CRMs helping to improve sales productivity? According to our 2019 World-Class Sales Practices Study, almost three-quarters of all respondents (73%) in our study reported that their CRM did NOT significantly improve their sales productivity. (Click to tweet) Even amongst the World-Class segment of respondents, less than two-thirds (62%) indicated their CRM improved their salespeople’s productivity.
In sales operations, the common CRM complaints we often hear from salespeople include the amount of time they spend entering data, lack of trust in CRM data, and not getting enough value from CRM. It is seen more as a “reporting tool” for sales management’s benefit than as something that helps