There is no doubt that Salesforce drives sales for your organization. One of the key benefits of the CRM is that sales management sees updates on deal progress summarized for easy analysis. But Salesforce, like all other CRM platforms, is far from perfect, especially in the area of data entry.
Manual data entry doesn’t work
The first truth about Salesforce is that only 40% of CRM sales updates actually make their way into the system. What this means for sales management is that your decisions, including sales projections, hiring decisions, and goals for growth are typically based on less than half of the relevant information available.
It’s generally not done on purpose
The second truth is that sales reps, especially the successful ones, already have all the information they need. They don’t just have information in their CRM system, they have it in their memory and even on a piece of paper next to their computer. They feel that they can be successful at their primary job, sales, with this minimum amount of data. And, this allows them to use their limited time for selling, rather than spending hours and hours on data entry.
Good for them. Not good for management.
Adoption of manual data entry is a never-ending tug of war
As a result, sales managers often try to control data entry with either incentives or disincentives such as bonus restrictions. They spend time sending out numerous reminders before compiling needed reports. It’s time-consuming, frustrating for all, and it is simply a losing battle.
Why do you want to punish a good salesperson by a) asking them to spend more time away from sales, or b) withholding an earned benefit to force compliance causing either a reduction of sales or employee demoralization?
In addition, sales reps respond to this as you would expect. They log the minimum of amount of data you can verify in order to secure their bonus. It’s like cleaning up your room by pushing everything in the closet and locking the door. It looks great at first glance, but the problem remains.
This is yet another truth: These tactics don’t work even if you’ve convinced yourself otherwise.
The obvious solution: automation improves data quality across the entire team
There are numerous examples of how automation can help you upgrade your CRM to give a better, more rounded picture of overall sales progress and areas for improvement. In the end, Salesforce was designed for this, but you have to implement is yourself.
An example of this is keeping track of sales leads. Typically, about one-fourth of all leads are only registered in Salesforce. Said another way – this represents a 75% opportunity loss for re-engagement. And, since we all know that most deals demand more than one interaction to close, this is an area where automating data entry provides significant opportunities for both the sales rep and sales management.
Automation is continuously getting better
Automation comes with its own challenges. Some of the subtleties of manual data entry can get lost, which is something to get used to. For example, if you look at syncing email, it often means that all emails with customers will be synced with the same relevance, whereas the sales rep would potentially have synced only the most relevant ones. That is, if he or she would sync them at all.
It’s time to switch to automation and get on that learning curve. With automated syncing, you can capture all data consistently across the team. Only once you’ve made that final step can you start looking at adding more granularity into what is being synced. With automation, we can improve this. The past decades have shown that with manual data entry, we cannot.
Everyone wins when CRM processes are automated
Automating the entry of simple information such as emails or leads provides a unifying process for information that is all over the place. The data is collected in a complete and detailed way which provides greater clarity and better insights. This is all done without negatively impacting the limited time of the sales rep.
So, let’s review:
- Management needs comprehensive sales data for their analysis, reports, and to make well-considered business decisions.
- Getting this data into the CRM costs sales reps valuable time that they could spend selling.
- The numbers tell a sad story: 40% data entry compliance means sales reps often don’t enter data and instead use their time to close more deals.
- Less time spent on data entry means incomplete and biased data quality, which results in poor business decisions.
Automating data is, therefore, a “win-win” solution. In fact, it is the only solution.
With the right solution, data entry need not be a continuous source of frustration. But, the important decision of when and how to adopt automated data entry begins only after fearlessly facing these ugly truths and taking a leap of faith.
Get ahead of the competition and choose automated data entry
Thrive provides a software that syncs emails, meetings, and contact information into Salesforce automatically. I wrote this article because new customers often have to get used to the idea of having data entry handled by a computer. That is, until they realize that it is the only way to guarantee that nothing falls through the cracks.
I hope to have made people aware that the solution to your Salesforce adoption issues is available and can save your sales reps hours of work every week. Choose automated data entry and get ahead of the competition. No matter if you build it yourself, use Thrive, or find another solution.
It’s time. Let’s start a conversation.