The challenges of poor CRM hygiene are not news to anybody. But when it comes to the lack of visibility into who your sales reps are meeting with, the magnitude of the problem might surprise you.
Mert Unsal, Senior Sales Operations Business Analyst, Palo Alto Networks, EMEA is in the "Sales Innovator" spotlight this week. Hear his thoughts on the sales ops role, what's changing the sales ops conversation and how technology fits into the equation!
Less selling time = less revenue
Nobody wants to take their reps out of the field. And it gets worse.
Inaccurate, incomplete sales data is a major headache for any sales team. Sales reps, managers, and executives use CRM data every day to set selling priorities, make program investment decisions, and forecast revenue. And the revenue forecast, in particular, can affect departments all over the company. So poor data leads to poor decisions that keep companies from reaching their goals. At the same time, every sales veteran knows it’s not practical to improve data quality at the expense of revenue.
CRM has been the mighty, immortal warrior for 3 decades. As a newborn in the ‘80s it was metaphorically dipped into the waters of invulnerability, a shield that would protect its position of power well into the foreseeable future.
I spend a lot of my time looking at other applications — after all, I’m a product manager and there are a lot of great products to learn from out there. Since Clari is focused on sales, I’ve spent a lot of time over the last two years digging deep on CRM, and I truly believe mobile is the key to making it more useful for both sales reps and managers.