Executive Briefings

If You Make It a Game, Perhaps Your Sales Team Will Use Your CRM Systems

It's not news that salespeople don't like to show their work. Customer relationship management systems were designed to not only collect and mine customer data but also let CFOs and other executives keep a closer eye on their enigmatic sellers. But there's a problem with CRM systems: many salespeople don't want to take the time to use them.

According to research group Forrester, roughly half of CRM implementations do not provide the value they promised because users do not input adequate data. Furthermore, analysts estimate that businesses deploying CRM systems miss out on 10 percent of potential revenue because of poor sales-performance management.

"The use of CRM apps is important to the whole sales process, but if salespeople aren't using the technology, the ability to leverage the technology to generate deals is greatly diminished," says Carter Lusher, chief analyst of enterprise applications and solutions at Ovum Consulting. "Salespeople, though, are incredibly competitive. And if you add a layer of social competitiveness to a CRM application, it gets their attention."

Enter gamification. That, as defined by Gartner, is the use of game mechanics in non-entertainment environments to change user behavior and drive engagement.

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Keywords: supply chain management, supply chain management IT, supply chain solutions, interesting employees in using CRM, CRM tools not utilized

According to research group Forrester, roughly half of CRM implementations do not provide the value they promised because users do not input adequate data. Furthermore, analysts estimate that businesses deploying CRM systems miss out on 10 percent of potential revenue because of poor sales-performance management.

"The use of CRM apps is important to the whole sales process, but if salespeople aren't using the technology, the ability to leverage the technology to generate deals is greatly diminished," says Carter Lusher, chief analyst of enterprise applications and solutions at Ovum Consulting. "Salespeople, though, are incredibly competitive. And if you add a layer of social competitiveness to a CRM application, it gets their attention."

Enter gamification. That, as defined by Gartner, is the use of game mechanics in non-entertainment environments to change user behavior and drive engagement.

Read Full Article


Keywords: supply chain management, supply chain management IT, supply chain solutions, interesting employees in using CRM, CRM tools not utilized