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25 Jul 2017

If it’s not in CRM, it didn’t happen


​One of the major reasons CRM implementation fail (and 47% of them do) is lack of universal adoption. Humans are creatures of habit and when you change internal processes, you have to work to bring everyone along for the ride. Sales teams are infamous for continuing to work they way they always have—keeping important details in email, contact info on sticky notes, and tracking their sales in a private Excel file. However, there’s one excellent rule for managing employees who resist change that can save you a lot of headache:

If it’s not in CRM, it didn’t happen

Simply put, employees should only get credit for the work reflected in CRM. If they get paid a commission on sales or leads, only count the sales or leads that exist in CRM. If they want to show you emails or Excel files, simply reiterate that if it’s not in CRM, it didn’t happen. (And smile, smiling is always a good idea.) To ease their burden, create forms and records that are easy to use and are laid out intuitively. Removing barriers to entry also removes potential for pushback. Many users in your company may use mobile devices (phones and tablets) more frequently than laptops or desktops, so make sure your CRM supports mobile natively.

Give employees a window into their performance

Now that you’re grading employees on the information in CRM (and only the information in CRM) make it easy for them to see the information you care about and in the way you care about it. If there’s a commission structure, create a dashboard for each user that shows their up-to-do commission calculation and related data. One of the main reasons for collecting all the information in CRM is so that managers can view it in aggregate to support decision-making. The views, reports, and dashboard you set up for yourself should also be available to everyone, when appropriate. If you’re being graded, you need to see how you’re being graded and how well you’re doing. It puts everyone on the same page.

Don’t be a hypocrite

Once your employees are on board, make sure to hold up your end of the bargain. Don’t ask them for information outside of CRM. One, you’ll come off as a hypocrite, and two, nobody likes being asked to do the same work twice. Don’t create your own reports outside of CRM—design and build the information you need right into CRM. When you meet with employees, have that information up in CRM as the focus of the conversation. And, of course, make sure you enter all of the information for your job into CRM. Because if it’s not in CRM, it didn’t happen.