“Gut level” truth about people
Why is CRM, or customer relationship management, valuable to a Business owner or someone like a VP of Sales and Marketing?
I’ll give you a hint: People are the key. Here’s why:
Many years ago, at a conference I attended in Chicago, a speaker mentioned that a business needs to understand that success with sales force automation, which has since become known as CRM, is first and foremost about people. then processes, and finally technology.
Our firm's experience in implementing successful CRM systems for small and medium-sized businesses seems to indicate that the ratio is about 60 percent people, 30 percent process, and just 10 percent technology. These are the best places to focus your efforts, in that order.
And now to answer our opening question about CRM’s value: Over the years owners and senior Executives have shared a theme with me about their CRM system’s use and its value. It comes from their “gut,” and it’s about people. They say,