Sales leadership and CRM
20th April 2023 | Bob Apollo
What role should sales leadership play in their organisation’s deployment of CRM?
A CRM application lies at the centre of the technology stack of most sales organisations. It often represents one of the most significant investments made to support sales effectiveness. And yet both organisations and users often express frustration with both the user experience and the quality of the information and insights that are generated.
Clearly, some CRM platforms are better for a particular purpose than others. Clearly, some are (a lot) more cost effective than others, Obviously, some implementations are far more successful than others. But when you really dig in, many of the issues with CRM are not related to which technology has been chosen, but to the role sales leadership plays in creating the right environment.