Why don’t salespeople update the CRM?
I spoke with a potential client about her company’s lead management process. When I asked about her CRM and how frequently sales team updates their database. She replied flatly, “our sales team updates our CRM with varying degrees of commitment.”
I was reminded of experience last fall, when I spoke at MarketingSherpa’s Lead Generation Summit, I watched a presentation in which an audience member asked a great question.
She asked, “I’d like to do lead nurturing/lead generation on behalf of my salespeople but they don’t update our CRM – I don’t have the information I need – so I really can’t do anything to help them. What do you suggest?”
I think it was Anne Holland, who then asked the entire audience, “How many of you [marketers] have a problem with sales not updating your CRM?” Nearly everyone (170+ people) raised their hands.
Why do you suppose (despite our best efforts) many salespeople seemingly avoid updating or skip updating contacts and notes in the database?
I wrote a few thoughts on the matter a while back, “Where Lead Generation meets the Bermuda Triangle.”