The simple truth is that CRM technology was never designed to help sales representatives sell more. In fact, most sellers view CRM as an administrative burden, not a resource to help them close deals.
To meet the challenges of today’s marketplace, your sales team needs more than CRM. You need analytics-powered technology that reinforces your organization’s sales methodology and shows sellers the specific actions required to win more opportunities and close deals faster.
CRM technology helps managers and executives – not sales representatives
In the early days of CRM back in the 1980s and early 1990s, implementations yielded mixed results. Built to help management teams gain visibility into the pipeline, CRMs were never meant to improve sellers’ ability to sell. High costs, on-premise software deployments and poor user experiences further complicated adoption, limiting the effectiveness of first-generation CRM systems.
In 1999, Salesforce entered the picture, offering a more cost-effective, cloud-based solution making CRM accessible to a wider range of companies. Since then, the solution has become a ubiquitous feature in sales organizations. But despite its success, Salesforce still hasn’t solved the user experience problem. CRM systems continue to benefit management teams, not sales representatives. Sellers use CRM because they are forced to. They don’t receive value from the experience, so they don’t consider it an essential part of the sales process.
Sales technology should reinforce your organization’s methodology because methodology is forward-looking and shows sellers the actions required to win sales. Over-reliance on CRM isn’t useful because it focuses on things that have already happened, rather than analytics-driven recommendations that result in changed seller behavior and better performance.
By combining methodology and technology, you can give sellers what they really need to succeed at their jobs: forward-looking insights that guide them through the sales methodology and offer specific actions they can take to improve the odds of success.
Scout fills the gap in sales technology
Scout by Miller Heiman Group is a sales analytics platform that provides actionable data to sales teams, helping them manage complex sales opportunities involving multiple decision-makers. Unlike CRM, Scout gives sellers real-time access to a repeatable, consistent and scalable framework for improving sales performance.
Scout benefits sellers in several important ways by resolving common CRM problems:
- CRM doesn’t support sales methodology. Powered by our industry-leading Strategic Selling® with Perspective methodology, Scout gives sales representatives a cloud-based, mobile-first tool that helps them apply your organization’s methodology in a more relevant and actionable way.
- CRM records events and interactions that have already occurred. Scout provides in-the-moment, data-based insights that prompt sellers to act on their training and suggests specific actions they can take to improve the likelihood of a sale.
- Sellers don’t value CRM because it doesn’t improve their ability to sell. If anything, CRM takes time away from actual selling activities. Scout transforms sellers’ view of sales technology by helping sellers prioritize deals, manage their time and plan daily activities.
Sellers aren’t the only ones who benefit from this revolutionary approach to sales technology. Scout helps sales managers improve methodology adoption on their teams and provide actionable coaching advice to sellers. Likewise, Scout enables sales executives to understand the ROI on methodology adoption and makes it easier to replicate winning behaviors across the entire sales force.
Don’t let CRM slow you down. Learn how Scout by Miller Heiman Group connects methodology and technology to drive seller actions, change deal outcomes and replicate winning.