Transforming Sales Teams from Good to Great

Explore how strategic technology integration transforming sales teams from good to great. This blog delves into CRM implementation challenges and shares insights.

7/10/20243 min read

The Role of Technology in Transforming Sales Teams from Good to Great, in the dynamic landscape of modern business, the transformative power of technology is both essential and complex. While technology can act as a catalyst for growth, it is the strategic and thoughtful implementation that truly drives the leap from good to great. This blog post delves into the intricate challenges of integrating CRM systems and uncovers how businesses can effectively harness technology to maximize their potential and achieve excellence.

As I've been reading Jim Collins' "Good to Great," one particular thought stood out for me: "Technology and technological changes do not drive the transformation from good to great. Technology can accelerate transformation, but it cannot create it." This powerful statement captures a truth I've often encountered in my consulting career.

In my experience, whether I'm providing consulting services or working full-time in sales and strategy, I always find that technology plays a crucial role. However, this technological touch process can sometimes be challenging to understand and often feels slow. Rarely do business owners immediately agree when I suggest, "We need to implement this CRM program," or "We need to address the gaps in your current CRM system."

Inspired by Jim Collins' research, I want to share the common challenges I've faced with technological implementation, summarized in three main points:

1. The Sales Team Doesn't Have a CRM Program

One of the biggest challenges is when a company doesn't have a CRM program. Business owners often ask why they should spend extra money on a CRM when things seem to be running fine. From their perspective, success depends on people, not technology. "Why invest in a CRM when my team is already doing well?" they ask. However, this investment is never wasted. The more automated the sales operations, the less work for the sales team, allowing them to focus more on generating revenue. But this potential can only be realized if the team understands and integrates the CRM effectively. If they fail, the business owner might see digitalization as a waste. Therefore, in my consulting engagements, I prioritize ensuring that both the team and management fully understand the CRM's strategy and benefits. Digitalization is a significant advantage, and no one should miss out on it.

2. The Sales Team Has a CRM, But It’s Not Fully Implemented

Another challenge I often encounter is when companies have a CRM but don't use it effectively or align it with their business strategy. If a company recognizes the importance of digitalization but doesn’t fully utilize its CRM, problems arise. Questions like "What can you add?" or "Why should we pay for implementation consulting?" are common. Programs like Salesforce or HubSpot are powerful but complex, and without expert guidance, they cannot be fully functional. It’s essential to explain patiently and persistently the value of proper implementation. Hiring a specialist, whether as a consultant or a full-time employee, is a success, but the real challenge starts then. This process involves integrating all sales, marketing, and operations processes into the program. While it may seem long and unnecessary to the business owner, especially when they’re used to quick results as an entrepreneur, it’s crucial to convey that the time and money invested will pay off to them. If we fail to communicate this effectively, it’s still worthwhile to ensure that the team benefits from an easier workflow, which will eventually win over the business owner.

3. The Sales Team Uses the Wrong CRM

In my consulting career, Salesforce is my favorite for its functionality. HubSpot, on the other hand, is tailored specifically for B2B sales and marketing but can sometimes cause operational issues due to its rigid features. This presents another challenge: was the investment wasted? Unfortunately, to move from good to great, companies must be willing to take the risk and switch to a CRM that aligns better with their strategy.

In conclusion, even if business owners or managers accept these changes, their entrepreneurial spirit might still find the process slow, potentially viewing the consultant or employee as inadequate. These changes take time, and as I mentioned earlier, the more transparently and effectively they are managed, the more both parties will be satisfied.

Moreover, the more complete your digitalization, the more your employees can realize their potential and beyond. However, with the wrong employees, neither digitalization nor anything else will work. For the sales team to transition from good to great, as Jim Collins states, digitalization can accelerate the process, but it cannot create the transformation. Once the team gains momentum with digitalization, what's next? Continuous training, sharing success stories, role-playing, and ample motivation. Now, we can watch the sales team soar from good to great.