In my role at Salesforce, I meet with many midsize to large companies every month and talk to many sales leaders as a result. I often see two forces that create a challenging situation for them and more broadly for the company as a whole.
Either people don't use the customer relationship management or sales force automation tool because:
“The data is bad so we don't use the tool. Can't trust it.”
“We can't force our account executives to use it.”
“The sales execs don't use it so it doesn't really matter if the AEs do.”
Or, they've found that lack of sales visibility impacts the growth of the business:
“We have little insight into an accurate forecast.”
“We see margin erosion because we aren't managing our discounting properly.”
“The last day of the quarter is always a big surprise — sometimes good, sometimes bad.”
Both of these challenges must be addressed or a company will not only impede its growth through lost opportunity, but also lose its best sales talent due to frustration over a difficult selling process.
With these in mind, I typically recommend three success factors that a sales organization can leverage to fix both sides of the equation: