CRM Necessary for the Digital Transformation
You might find the statement “CRM has failed in the past” to be a bit strong and sweeping. But at the time I brought my company into the CRM space, the predominant phrase heard about the subject from salespeople was this: “CRM sucks!” Additionally, there wasn’t at the time (nor is there still) a clear market leader in the CRM space—even though according to g2.com, there are over 600 CRM solutions, and 10 targeted at bigger companies. These facts put together clearly demonstrate that CRM certainly has not succeeded in the past.
Much has been written about CRM—it’s importance, what it should consist of, why a company should use it, and so on. So what have I done differently with this ebook? Quite simply, I have taken a very objective look at the exploding state of technology, what that means to a business, how CRM must encompass it, and where we must go.
Whether you’re in the market for a CRM solution, or already have one but are curious about where today’s digital business world is heading, I think you’ll find this information very helpful. Drop me a line and let me know what you think!
Chapter 1: CRM Has Failed in the Past. Will It Now Succeed?
Yes, it’s true. Going back roughly 25 years ago to the original development of CRM and coming forward fairly recently, it could certainly be said that the first iteration of CRM applications has been a failure. They’ve been costly, incredibly difficult and expensive to implement, and additionally expensive to administrate. These factors comprised the first part of the failure.
Chapter 2: What Should a CRM Really Be Today?
A prime reason for CRM user complaints has been the amount of data entry required from users, especially salespeople—without any actual assistance and help back to them from the CRM solution. Sometime back a cry began to be raised by users for CRM to be simplified and made easier when it came to data entry.
Chapter 3: Here’s What We’re Doing About It
Interestingly, we brought Pipeliner into the marketplace at a time when the market was actually overrun with CRM applications. One could certainly ask, with some justification, why we did this.
Chapter 4: How Is CRM Helping Today?
Now let’s take a look at how and why Pipeliner factually and practically empowers salespeople. If you utilize CRM anywhere at any time, this could be very valuable information for you.
Chapter 5: Where Must CRM Be in the Future?
Now, where should CRM be as we move out into the future? And how should CRM relate to the ongoing digital revolution?
Chapter 6: If You Don’t Have CRM Today, You’re Sunk
For our final chapter, let’s talk about why CRM is so vital today—and why it is that, if you don’t have it, you’re not going to make it.