CRM and Sales Performance: An Empirical Study

Authored by Daniel P. Strunk, Professor Emeritus and CRM Curriculum Developer, this research undertook a systematic examination of CustomerCustomer Customer is an individual or an organization that purchases a product or signs up for a service offered by a business. Relationship Management (CRM) systems within business enterprises. The study’s primary objective was to elucidate the efficacy of CRM systems in enhancing sales performance, with a particular focus on aspects of ownership/accountAccount Account refers to a record of primary and background information about an individual or corporate customer, including contact data, preferred services, and transactions with your company. control, system comprehension, and pipelinePipeline Sales pipelineis a visual representation of the stage prospects are in the sales process. management. This empirical investigation was aimed not just at academic enrichmentEnrichment Enrichment means the act or process of upgrading the value or improving the quality of something (such as a product, service or function) that induces the target beneficiary (customers, employees, etc.) to have a better experience, or derive a deeper meaning, connection and attachment to the product or function. but also at pragmatic improvements in sales forces’ proficiency with online systems.

Methodological Approach:

The research methodology involved the deployment of a survey to active clients of various online CRM companies. Meticulously crafted to minimize bias, the survey sought to acquire a comprehensive understanding of the industry’s landscape. The thematic areas of the survey encompassed account control, system capability, and aspects of pipeline management and coaching.

Research Findings:

The investigation revealed that CRM systems have become commonplace in mid-sized and small businesses. Notably, 88% of participants acknowledged a clear understanding of the rationale behind the implementation of CRM systems. Nevertheless, the study unearthed several areas necessitating attention.

Section 1 – Account Control:

DataData Data is a set of quantitative and qualitative facts that can be used as reference or inputs for computations, analyses, descriptions, predictions, reasoning and planning. indicated that 80% of representatives were amenable to the idea that CRM systems were not implemented to diminish their control over accounts.

Section 2 – System Capability:

The findings underscored a pronounced requirement for augmented training to boost sales efficacy and system productivity.

Daniel P. Strunk’s Professional Background:

Professor Strunk’s illustrious career spans roles in the US Air Force, significant leadership positions in the marketingMarketing Marketing is the field, set of actions, or practice of making a product or service desirable to a target consumer segment, with the ultimate aim of effecting a purchase. and sales industry, and substantial contributions to academia at DePaul University. His academic contributions, particularly in CRM, through textbooks and curriculum development, have significantly influenced sales strategy and technology education.

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Additional Resources

This ebook is on the subject of “Win Together.” It falls under the same context as“win-to-win” described in my book Network Selling: Guarantee Success for the Digital Age. Today, this aspect of sales is more important than ever, and must also be part and parcel of CRM solutions.

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