Implementing CRM or contact
management software
Customer Relationship Management software, or any other contact
management software, to support the sales process can be a valuable
tool if used correctly. However, so often such solutions fail
to deliver the business benefit they promised when the investment
was authorised. Often CRM is an initiative that is driven by another
function and sales’ input is an afterthought.
Meridian believes in gathering data to judge sales force effectiveness
levels. Software solutions have the ability to gather, analyse
and deliver meaningful insight into this. To really add value
to, and not hinder sales management, there must be significant
input from sales. The ‘vanilla’ or ‘out of the
box’ solution that many software houses say need no or little
tailoring, does not deliver the results. In reality every business
is different, even if they are in similar sectors. Therefore some
tailoring is necessary. Additionally from a change management
perspective, if one is involved in the design of something one
is more likely to embrace and utilise it as a solution.
One of the areas of support that Meridian can offer to a CRM
implementation is to act as subject matter experts in customer
management and sales. As CRM software houses they are experts
in their software, not in sales process. It is likely therefore,
that they will only replicate the current ways of working in a
client organisation. This may be acceptable if there are no improvements
in working practices to be made, but I most companies there is
significant potential to optimise customer management processes.
Meridian can help organisations to map both macro and micro sales
processes and incorporate best practice into the solution.
As experts in the sales function, we can also help management
to understand & track the vital KPIs, highlight the origin
of that data, and suggest in what form it should be reported.
We also recognise, having done the role ourselves, that sales
people dislike administrative tasks, so the solution must add
value to the sales person as well as providing the centre with
additional information. There is always the temptation from other
functions, that with this direct access to the sales force, they
will swamp them with ‘nice to have’ data requests.
Meridian can help developing the brief, choosing the supplier,
mapping processes and working with management to develop insight
and ensure compliance to system utilisation.
