Data Driven Sales 2.0

By John Coe

April 2, 2015

The introduction of CRM (for sales) and now MRM (for marketing) has brought sales people out of the "information on paper and in my head" era kicking and screaming and into the age of technology and data. We've all heard far too many stories of the difficulties this transition created. The screaming is over, for the most part, as any competent sales person now records information on a CRM system.

What these changes didn't do was increase sales productivity. In fact, some would argue CRM implementation actually lowered sales productivity, but those who say that probably didn't enjoy the time and effort to use the software or were getting negative feedback from the sales staff.

In spite of CRM sales managers are still faced with developing a sales organization that produces revenue cost effectively in these days of decreasing budgets and head counts. Having managed several national sales groups in my past life, the tools at our disposal were and still are – hire the best; fire fast; train, motivate and coach; align [...]

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