A hard nut to crack.
I recently heard two stories about CRM implementations in two companies.
In the first company the IT department implemented a CRM system with some external help. The sales people however didn’t want to use it.
The main reasons?
·??????The sales process in the CRM didn’t reflect their real-life sales process.
·??????The salespeople were not involved in the CRM project.
The reasons for that?
·??????A company culture with a lot of “baronies”.
·??????Cost reductions.
The second company is in the planning phase to acquire a new CRM system. And although they already have several digital marketing tools, they didn’t want to analyse the CRM as part of “A Digital Revenue Engine” combining all digital tools, data and analytics into one aligned system.
The reason for that?
·??????A siloed, even fragmented company culture,
·??????an addiction to the current CRM provider,
·??????a lack of data strategy.
We’re implementing technology since the beginning of the 70’s. That’s well over half a century. There are endless lists and approaches how to technically implement technology well and how to adopt it so there is business impact.
How is it to know how to realize technology implementations technically and adoptions culturally and not applying this? And why is this?
Answering these simple questions seems to be a hard nut to crack.
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