CRM vs. Sales Automation

Key to Customer Relationship Management CRM

CRM tools have revolutionized business to business selling by automating important parts of the sales process. Gone are personal rolodexes. Instead, a company-wide repository of customer data helps salespeople share customer records, facilitating communication up, down and across the sales team. However, CRM carries real downsides in terms of efficiency where it fails to go far enough. The time spent keeping CRM data current is a hidden cost. Instead of just collecting customer data, true sales automation creates new efficiencies in the actual selling process, empowering sales forces to exceed quotas on a regular basis.

CRM Software Tools

The CRM industry is well-established -- doing over $18 billion in business per year. The software CRM tools shine in the first two steps of the b2b selling process -- collecting marketing qualified leads and storing data on sales qualified leads. However, it does not facilitate the third step of the process -- the actual conversion and sales process. In addition, CRM software's value becomes murky when the additional time required to manage it comes into play. Much of the work that salespeople do with a CRM system involves updating data as a way of reporting activity to management. While the data entered is useful for the company, the time required does little to impact the effectiveness of the sales individual.

Managing Sales Through Sales Automation

In an attempt to boost effectiveness, many companies turn to selling methodologies like customer-centered selling, strategic selling, or SPIN selling. These may provide clear processes, but they don't reduce the amount of work required to actually convert a customer. With many methods, the work load increases for the salesperson.  Sales automation, on the other hand, directly reduces the day-to-day activities of the salesperson. Sales automation revolutionizes the way that your b2b salespeople communicate with customers and with partners on the sales team. It enables a collaborative environment where you can share information quickly, conveniently and securely. This speeds up and simplifies the closing process. The end result of sales automation is that your salespeople can communicate more information with more prospects with less time and effort. This frees them up to handle more leads, close more sales, and exceed quota.

2 comments on “CRM vs. Sales Automation
  1. Koen Rijken
    On October 21, 2013 at 2:54 PM Koen Rijken commented:

    CRM vs. Sales Automation –

  2. DV Subramanyam
    On October 21, 2013 at 5:54 PM DV Subramanyam commented:

    CRM vs. Sales Automation –


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