CRM products have been around for nearly 30 years, and the SaaS vendors have been selling their CRM wares for nearly two decades. Despite all that experience, powerful myths and misconceptions about CRM still catch customers by surprise.
Author’s note: While much of this article’s advice applies to any CRM system, I’ve focused on the specifics of SaaS systems, such as Salesforce CRM.
Without further ado, here are some dirty secrets that CRM vendors won’t share but you should understand.
1. The CRM system is less important than the data it holds. Even with all the fanciest bells, whistles and 3D dashboards, a CRM system without a serious amount of accurate data inside is just an empty shell. Of course, the CRM vendor demo will be marvelous, but don’t be hypnotized by features and CRM functionality. Instead, fixate on what it will take to fill the system up with credible, accurate data. This means you have to focus on your users, their work habits, their natural workflow, and the incentives you put in place.
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