How Sales Enablement Can Increase CRM Adoption and

How Sales Enablement Can Increase CRM Adoption and BOOST SALES

Drive More Value from Your CRM Investment

CRM Usage

More than 91% of companies today use some form of Customer Relationship Management (CRM) tool to store and manage customer data, with 65% of companies

implementing a CRM solution in their first five years in business.

91%

Use CRM

65%

Implement CRM in first five years

If integrated properly, CRM can improve the lives of your salespeople.

Benefits of CRM

The benefits of CRM are clear; just ask leadership. Efficiency-minded leaders can point to endless amounts of data pointing to CRM as a key driver of a company's success. But embracing CRM is a little more complicated for sellers, who spend more time entering data about their customers than interacting with their customers. Reps struggle to see the benefits of CRM, assuming that its labor-intensive, manual usage requirements and potential for incomplete, stale data leave little time to do what matters: sell.

CRM adoption rates are low (just 26%), but companies risk even larger costs when sellers feel bound to constant updating and maintenance - the relationship between leadership and reps, and ultimately, reps and buyers. Optimal adoption of CRM happens when it is employed as part of an Artificial Intelligence (AI)-powered sales enablement strategy that automates tasks and activities for reps, elevating their performance. Sales enablement technology with task automation relieves sellers of the administrative tasks that swallow their typical day, allowing them to be more efficient, productive, and successful.

Uniquely, the integration of CRM and an AI powered-sales enablement technology can make both leadership and sales reps happy. Information from sales meetings is automatically tracked for management, while AI can provide relevant, targeted sales content, solely focused on how the solution will fix the problem. Combining CRM and sales enablement can elevate rep performance even more by quantifying ROI for buyers - automatically - with zero human effort. If integrated properly, CRM can improve the lives of your salespeople, rather than create more work for them, in turn driving user adoption and increasing your return on investment by leaps and bounds.

Combine Content Management Technology with CRM

Shorten Your Sales Cycles and Increase Sales Effectiveness

Nearly 70% of sellers' time is spent on non-selling activities because of administrative demands. Data supporting the effectiveness of CRM is undeniable, but tools are only effective if people use them. Sellers seldom feel that they are getting value out of CRM because they experience a one-way flow of data and the cost is time away from selling. Integrated with content management and presentation technology, CRM automatically tracks sales interactions and content used in sales meetings, in real-time. It can serve as a centralized customized presentation source for sellers to lead value-driven discussions and provide access to the most up-to-date, on-brand smart content (such as ROI calculators and guided selling tools) both on and offline.

Getting the most out of CRM starts with automating the process of making it more user-friendly. By integrating CRM into a mobile sales enablement technology tool, data is automatically captured and analyzed, enabling sales reps to track each individual sales interaction with virtually no effort, they are even prompted along. Mobile integration of CRM and sales enablement means both leadership and sellers are satisfied; sellers enjoy seamless meeting follow-ups with suggested next best actions, and management gains actionable insights into what works (and what doesn't) throughout the full lifecycle of a sale to improve and accelerate future sales engagements.

245%According to Forrester Research, when properly integrated with relevant business systems, CRM ROI can exceed a whopping 245%.

3 Ways to Increase CRM Adoption

Integrating with Sales Enablement Technology Puts Your Content to Work

REDUCE SALES ADMIN TIME

MEASURE SALES EFFECTIVENESS AND REP PERFORMANCE

IMPROVE INTERNAL WORKFLOW

l Get easy access to the most up-to-date, on-brand content - wherever they are, whether online or off within a datadiverse, mobile sales enablement tool

l Reduced discovery time thanks to AI/ML suggestions of customized content for each customer

l Easily customize presentations for unique buyers and pivot in the moment to lead more value-driven discussions that address specific challenges or goals

l Reduce sales data-entry time by automatically tracking content used in meetings and directly attaching notes to the opportunity or contact record, which provides a consistent journey for prospective buyers

l Optimize your sales process for more won business, instead of just pulling reports about where sales deals are in the pipeline. Better understand HOW your team is closing deals

l Evaluate what content moves deals forward and conversely, what stalls them

l Utilize AI insights to track content that was used in preparation and presented during the meeting and also, recommend content for the next best action

l Tie ROI back to content throughout the sales process. Capture which materials are used at which stage of the sales cycle

l Produce more effective content that sales reps will value (and use!)

l Prepare, present, and follow up on meetings more easily with one platform for content and data

l Improve collaboration and alignment between sales and marketing

l Draw data-driven conclusions about which materials are appropriate for each unique sales interaction based on industry, buyer persona or opportunity stage

l Allows sellers to be more effective in meetings and replicate success while offering the buyer relevant information that addresses their needs

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