Up until now many businesses have been able to get away without fully succeeding in their CRM implementations. As we move into the age of artificial intelligence, the basics of data management and CRM use will become exponentially important.
Although CRM is crucial, many still fail in their implementation efforts. For example, Merkle Group interviewed over 300 US based executives, and found that 63% of these executives considered that their CRM implementations had failed.
Because of its business critical role, a failure in a CRM implementation is not a failure of adopting a sales tool any longer, but a failure in a business critical change project that could be detrimental to the business.
This playbook focuses on how companies will succeed in implementing a new CRM or maximizing the value of their current CRM.
Who is this book for?
Whether you are planning on implementing, or have already implemented your CRM, this book is for you if you want to raise your organization's performance by using CRM properly.
Recommendations
"This book is brief, yet very comprehensive and straight to the point. It will guide you towards implementing your next gen marketing and sales machine. Especially a good read for busy sales managers and management!"
-Sami Lampinen, Regional Sales Director, Enterprise Sales at Salesforce
"This is a must read for every leader and sales management professional. Jan has managed to crystallize how you can grow your business with the help of CRM technology."
-Jukka Soini, Sales management professional
This book is not:
-A book about marketing automation
-A technical guide for CRM implementations, because the books focus is on the change management part of CRM implementations
About the Author: Sales transformation is more important than ever. Increasing pressure from competitors on a global scale, commoditization of products and services, as well as professional purchasing is squeezing the profits and growth efforts of most B2B companies. Modernizing the B2B operating model, developing sales skills faster and leveraging technology are all keys to increasing results. Jan Ropponen helps B2B companies plan and execute successful sales transformations. Working with many different companies in the past years, Jan has observed how a lot of companies see technology as a magic wand that will solve their problems. For example, many companies invest in a CRM that they believe will automatically give them the visibility they need to steer their sales operations and improve their forecasting. Another example is that companies implement marketing automation that will start creating leads by itself and improve sales cycles. Both CRM and marketing automation are great opportunities, but require change in how sales is managed and how the sales organization works on a daily basis. Technology can do wonderful things, but not by itself. Jan is on a mission to help companies make the necessary changes to fully leverage the power of technology.
