You Can’t Manage Revenue in CRM

According to Jason Jordan and Michelle Vazzana in Cracking The Sales Management Code, 83% of what is measured (typically in CRM systems) cannot be managed. Jason makes the valid point that you can’t manage results, only activities, and that we should focus on coaching and managing the right activities that feed into objectives (KPIs) that in turn create revenue and margin results. Most of the published research nominates the CRM failure rate at more than 30%… but it has nothing to do the CRM technology. Every organization needs a CRM; you have no chance of being truly customer-centric without one and it should be the platform on which process automation, research, planning and deal coaching occurs.I’ve worked in large corporations where the almost insane focus of the senior executive team is on the forecast call… endlessly asking the same questions of the sales