Mastering challenges in sales: An analysis of the top 5 pain points and the role of CRM systems
 

The dynamic nature of sales requires innovative approaches to overcoming key challenges. We shed light on the top five pain points in sales and which KPIs are used to ensure an effective, customer-oriented sales strategy.

1. the presentation of a 360-degree customer view

The existence of various parallel systems leads to time-consuming information consolidation. Without an integrated single source of truth, customer behavior remains intransparent, which leads to coordination problems and information deficits both within the company and towards the customer. The resulting difficulties not only affect efficiency, but also customer satisfaction.

KPIs, such as preparation and processing times for handling inquiries, response times and customer satisfaction, provide insights into the challenges and the need for action in this area. By introducing a CRM system, a consolidated 360-degree customer view can be created, which not only minimizes information deficits, but also enables improved coordination and thus more efficient collaboration.

2. active sales management

Inconsistent sales management based on simple tools such as Excel makes planning, control and reporting more difficult. This results in inefficient processes, activities that are difficult to track and a possible focus on less promising opportunities or C-customers instead of A-customers. There is no optimal escalation management and gaps can arise in flexible forecasting.

KPIs, particularly in relation to the opportunity funnel and, where applicable, leads, provide insights into the weak points in sales management. A CRM system provides a remedy here by enabling standardized sales management. It centralizes relevant data, improves planning and control and supports the identification of lucrative opportunities. By focusing on A-customers, the probability of closing deals is increased, which ultimately leads to more effective sales management.

3. digital sales excellence

The potential to increase sales potential is often not fully exploited. Cross-sell and upsell opportunities remain untapped due to a lack of information about customer needs, competitors and other relevant aspects. The offer accuracy and conversion rate could be improved, and there is a lack of planning or specific targets relating to individual customers.

KPIs relating to penetration of the customer base, knowledge of individual customers and implementation of plans provide insight into the challenges. A CRM system enables a targeted customer approach and improves the information basis for cross-sell and upsell opportunities. The storage of plans and targets allows precise evaluation, thereby achieving digital sales excellence.

4. marketing

The systematic development of new leads often stagnates due to a lack of communication channels, problems with opt-ins and unclear processes for lead nurturing and handover to sales or project management. The absence of customer segmentation and individual journeys leads to inefficient marketing activities.

KPIs, such as the lead conversion rate, reveal the weaknesses in marketing. A CRM system optimizes lead management, supports the systematic development of new leads and enables clear processes for lead nurturing. Seamless handover to sales is facilitated, and the introduction of customer segmentation and definition of individual journeys makes marketing more targeted and effective.

5. automation and standardization

In many companies, there are manual processes at the interface to the customer and between the sales force and back office that could be automated. In the future, the possibilities of AI could be integrated into sales, service and marketing processes. This involves throughput times and customer satisfaction.

KPIs similar to those in point 1 provide insights into the challenges of manual processes. A CRM system automates and standardizes these processes, reduces manual effort and promotes smooth collaboration between field sales and back office. The integration of AI enables the optimization of sales, service and marketing processes.

Concluding remarks

When introducing CRM software, it is crucial to pick up every sales organization where it currently is. Some companies do not yet have a well-developed sales management system and face acceptance problems in change management. Other companies are already working with sophisticated Excel-based structures and are striving to take the next step towards digitalization.

The exact KPIs are defined together with our consultants to enable a precise ROI calculation. The ROI calculation is individual and should be based on effective target KPIs. The aim is to achieve comprehensible efficiency gains and optimizations. A successful CRM implementation is a continuous process based on a company's specific needs and goals.

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