Close a sale: CRM systems help salespeople in many ways – by reducing the amount of time they spend digging for information, helping them flag hot sales opportunities, and improving lead management, just to name a few. However, at the end of the day, whether a sale closes or not is still dependent on the skills and persistence of the individual sales rep. The software tools are designed to help improve organization and productivity; they do not replace the role of the sales person. A CRM system cannot interact with customers, cannot sell to customers, and cannot close deals. That’s not its job – otherwise, why would organizations still have salespeople?

Repair poor data: Any system is only as good as the information going into it, and the same applies to CRM. If users don’t keep the database clean and organized, they can’t expect the system to clean itself. Users need to be stringent in keeping the information in the system current or else the system will just confuse its users. When users become annoyed at the software for providing “bad data”– for example, bouncing a high number of e-mails from a mass marketing campaign – they need to realize that the fault is not with the application. The system will store the information and generate reports from the sales data, but it will not clean or update anything – once again, that’s not its job. The organizations that get the most value out of their systems are those that keep their data clean.

Predict the future: CRM systems offer multiple reporting functions, which can help users spot trends and make educated forecasts. What it does not do is act as a crystal ball. When unforeseen events occur that affect sales outcomes users cannot blame the CRM system for “misleading them”. Users need to remember the forecasts are based on past data, and does not account for variables such as economic, political, or social event.

Fix internal process problems: Too often, companies implement a CRM project hoping it will be the miracle solution for some internal breakdown. Maybe the application is expected to transform underachieving sales reps into highly efficient and effective sales stars, or it’s expected to make the stiff competition suddenly vanish. If your company is plagued by low employee morale, poor-quality products, or any other internal troubles, you need to address these issues before implementing any software system. Just don’t expect a CRM application to solve any of your fundamental business problems.  

Before your business implements a CRM project or extends the scope of a current application, make sure that you have realistic expectations and understand what is possible within the fundamental design capabilities of CRM software. Deployed correctly and for the right reasons, a CRM solution can be a great tool for helping companies think smarter and work more productivity. 

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