This post, and the related research brief, was recently written by our colleagues of the CEB Sales Leadership Council.
A CRM system is not only an integral part of the sales (and customer support) workflow, but is the lifeblood of the sales (and support) process, providing reps with the right information for the right customer at the right time.
The deep integration of CRM with the sales process has led some executives to take CRM for granted. Yet, these systems require huge yearly investments, and should be subject to the same scrutiny as any other investment. However, “How do you track the ROI of your CRM?” is a question no Sales Ops executive wants to, or can easily, answer.
Such was the case when we took this question to four member organizations. Most of the conversations began with a laugh or a sigh as we proceeded to uncover the complexities of each members’ processes of tracking and reporting the various elements of their CRM. We asked four main questions: Read More »