Challenge: Sales reps want to sell more and updating their SFA systems is frequently not a top priority.
Lord Kelvin said: “You can’t manage what you can’t measure.” Nowhere is this truer than in enforcing SFA utilization. It is easy for reps to complain about this as useless overhead. However, I would argue that they cannot effectively do their job without religious follow up to records in their systems.
An organization needs to set minimal expectations on the frequency and depth of updates. Clearly, lead development reps must update last call attempt, number of call attempts, last call outcome, scheduling next activity, key account details, and so on, or they cannot guarantee the right follow up with these prospects. Similarly, sales reps need to update opportunity records to accurately forecast their sales this month and beyond.
Furthermore, sales and marketing management personnel need these details to actively manage the business. Identifying average sales cycles, win/loss reporting, and more all require relatively deep updates by the reps to SFA systems. In this new Sales 2.0 world, updates to SFA are a job requirement – both for the rep and for management. You cannot run a business without accurate and up to date in information in SFA systems.
Lesson: The argument ‘I don’t have time to update all this in SFA’ rings hollow.