Building relationships – that’s the easiest part for most sales professionals. The most difficult part is managing those relationships once they are established.

Because sellers manage multiple accounts and, most likely, sell multiple products, keeping track of each customer can be difficult. Once you have converted prospects into clients, the challenge is to provide solutions for their ever-changing needs.

World-class organizations are managing their relationships through a customer relationship management (CRM) system. In fact, research from CSO Insights reveals 85 percent of world-class organizations believe a CRM is an effective sales enablement tool. Why should you care? CSO Insights also discovered world-class organizations are more likely to meet quota, win more forecasted deals and help the company attain revenue goals.

A CRM tool is a data-driven solution that improves the manner in which you interact and do business with clients. It provides a central place for customer information, and allows you to automate your marketing interactions, facilitate communications and track sales opportunities, among other functions.

A CRM is vital to any sales enablement function. That’s why the 12th “Must Know” for sales leaders is: Adopt a CRM tool. Then make sure you enforce it.

Ensure you employ a CRM tool that captures information sales leaders need and provides a simpler way for salespeople to manage and improve their opportunity and account strategies. Here are three key ways every sales leader should be using a CRM tool:

  • To provide insight into forecasting and the health of the sales pipeline.
  • To engage sales teams to ensure quality data is entered and updated in the CRM consistently because it helps them strategize, not just report information about opportunities.
  • To enforce accountability and usage of the technology because it enables your sales methodology.

A CRM tool alone won’t solve all your enablement issues. But adopting one goes a long way toward helping your sales team reach world class status.

To learn more, download our latest white paper on the “13 Must Knows” for sales leaders. Also, stay tuned for my next blog post where we will discuss the 13th “must know.”

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