"A poor craftsman always blames his tools." It's my favorite saying when it comes to customer relationship management (CRM). Productivity is influenced not so much the CRM software you have as how your sales and marketing teams use it. Are you getting the most from your CRM system?
The biggest promise of CRM was that it would increase productivity and in turn improve revenues. This statement is true and false in nature, primarily because the tool itself is neutral. In "Will Customer Relationship Management (CRM) Productivity Turn Into New Revenue?" common mistakes that keep CRM from being profitable are highlighted.
However, the biggest problem of all is not properly training end-users, especially those in your sales and marketing departments. Everyone in sales, everyone in marketing, absolutely must understand how to use each aspect of your CRM system as it pertains to their role in your company.
Just installing customer relationship management can't influence productivity as much as having users who effectively implement the tools they have. New technology doesn't solve the age-old problem of a lack of implementation by those who can benefit most from it.
Are you making these same mistakes with your CRM implementation? Visit "Will Customer Relationship Management (CRM) Productivity Turn Into New Revenue?" for more information. For a tool-kit that helps you gain a unique sales and marketing advantage with your existing CRM system, read, "What your vendor won't tell you about breaking even and profiting from CRM."
