While there are things that can be done during the planning and deployment phase of the process to improve user adoption, there will inevitably be some resistance to using CRM no matter how well executed your implementation strategy is.
Marketing automation software has rapidly become the “other half” of many businesses’ core enterprise customer relationship management solutions, complimenting and integrating with CRM.
Unlike the market for enterprise CRM, in which there is a wide range of opinion about the perceived value of various enterprise solutions, the market for enterprise marketing automation software has a group of close competitors that each offer high quality products and all of which are well regarded within the enterprise community.
So here we are again with another discussion about CRM user adoption. It was only a few months ago that I wrote about how good leadership can increase user adoption, but a recent discussion we had with a prospect having difficulty getting his sales team to adopt the company CRM solution highlights another side of the issue.
It’s a big step for any business, but it’s also only one step (admittedly, a crucial one) in the many steps required to get a new CRM system implemented and running smoothly.
After speaking with him for about half an hour, I realized that it might be a good subject for discussion here in the hope that others with the same problem might find some guidance.
The assailant is a hulking decayed horror that has a singular focus: to devour you as quickly as possible and move on to the next victim. There’s nowhere to run, nowhere to hide, and you are all alone.
Faced with your final moments, you dig deep down inside yourself to find a way out of this horrible nightmare.
Like getting married, when businesses buy a CRM solution their intention is to only do it once. But sometimes, just like a couple that’s been engaged for a few years but still hasn’t set a date, the CRM buying process gets stalled out.
Depending on which solutions are chosen, integrating CRM and a marketing automation platform can present a fresh set of challenges, and so it’s a good idea to clearly understand the purpose of each one individually, and the goal of having the two systems working together.
It’s not an unreasonable requirement by any stretch — all major enterprise CRM vendors offer dashboards of some type — but a dashboard in and of itself is not a true requirement. The real requirement is what kind of information a dashboard should display.
It happens to the best of us. Though the CRM buying process is very different than buying consumer products, one of the common denominators is the tendency of both vendors and salespeople to pitch their products with buzzword-heavy lingo. When we, as buyers, get caught up in the pitch and start relying on fancy language and the occasional bit of sales hyperbole, it’s easy to get carried away and make a purchase that’s not entirely based on our needs.