Almost a third of sales professionals don’t believe CRM technology enhances their productivity.
Only 25% are highly confident the tech benefits their productiveness according to a survey.
The report, 2018 Sales Operations Optimisation Study from CSO Insights and sales training provider Miller Heiman Group, implementation rates are high. But only 47% of respondents reported an adoption rate of greater than 90%, while a third (32%) said they didn’t have confidence in their company’s CRM system.
CRM adoption is ‘essential’ says the report, but shouldn’t be a stand-alone goal. Instead the level of sales process maturity plays a key role when it comes to CRM adoption and increased productivity.
Technology backed by methodology
The report says that a formal forecasting approach, with accuracy targets and measurement in place outperforms all other approaches in terms of sales productivity measured by quote attainment. Just over a fifth of respondents in the study who set their priorities based on a long-term vision and clearly defined strategy, achieved a quota attainment of 68%.
Richard Hilton, MD at Miller Heiman Group EMEA, said: “Most sales reps view tools like a CRM as a mandate, distraction and administrative burden. For sales technology to be embraced, it must be backed by proven sales methodology that guides the actions of sellers on the ground and helps sales reps improve their win rates.”
The survey polled more than 300 senior sales managers, executives and sales operations professionals globally.
