Getting the Most from Your CRM Investment

CRM is now the largest single area of the global software market, and growth is accelerating, with revenue in 2018 expected to exceed $40 billion. No doubt your organisation is contributing a small (or maybe not so small!) chunk of that spend to the likes of Salesforce, Microsoft, or one of the many other CRM vendors.

The benefits of CRM are well documented – Nucleus Research estimates an average ROI of almost nine times the original investment. But are these benefits being maximized?

The Role of CRM

In a recent interview with CRM Buyer, Hubspot’s Sales Partner Program Director Brian Signorelli noted how little time is spent by sales execs in CRM, and the significance of enabling sales people to use other applications which fit more easily into their day-to-day roles, for example email or Sales Enablement. The argument here is that CRM should primarily be a hub which stores data and supports the integration of various other systems, rather than an interface.

Are all the calls being logged?

Some sources put the proportion of mobile calls logged to CRM at under 20%. While you may feel your organization performs better than this, I’m sure you’ll accept the figure is well below 100%, so you still have a problem. Furthermore the overhead this creates on the sales team is substantial – you want them spending their time on selling, not on admin.

According to Hugo Fernandez, CEO of Just Digital: “The biggest barrier to CRM use is cumbersome software that doesn’t integrate with existing tools. And if reps have to spend more than a minute updating their CRM, forget it.”

While the use of mobile CRM has grown massively in recent years, the apps provided by the CRM vendors are, for all their talk of “mobile first”, often not the primary area for investment. Of particular significance is the lack of automated call logging:

Automating Mobile Data Capture

A great tool which we use within EQ (and love so much that we’ve also started selling) is LiiD – an app which integrates with CRM, automatically logging basic details of calls made or received on each salesperson’s mobile. In addition to the automated functionality, LiiD ensures maximum efficiency where there is a need for human interaction – for example by supporting voice-to-text note taking, and camera-based business card scanning.

LiiD both minimizes sales admin and ensures 100% of calls made or received on mobile are logged to CRM. To find out more go to

In Conclusion

The CRM industry has boomed in recent years, and the benefits to businesses can be enormous. However companies who see CRM as the whole solution risk creating a situation where many calls are not logged, and precious sales time is wasted by reps struggling to get to grips with the technology.

To maximize the benefits, CRM needs to be viewed as the heart of a process consisting of several components, such as email, Sales Enablement and automated call logging. Making the process as easy as possible for the salesperson will ensure high quality data in the CRM, allowing better informed business decisions. Furthermore it will enable salespeople to focus on what they do best - delivering sales and increasing revenue.

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