Outdated CRM systems are hurting sellers’ productivity and making them wish they had superpowersRedwood Shores, Calif.—22 October 2020
Sellers are working harder than ever but their Customer Relationship Management (CRM) systems are not working for them, according to a new study conducted by CRM analyst firm Beagle Research Group in partnership with Oracle. The study, “Getting Past the Breaking Point of Yesterday’s CRM,” includes insights from more than 500 sellers in the U.S. and found that sellers are frustrated with the time-consuming, manual, and unintegrated elements of their job. In addition, the findings highlight the various ways that sellers are doing their best to accomplish sales objectives while not having the tools they need to excel.
While sellers’ responsibilities have expanded, conventional CRM systems are stuck in the past and are holding them back – and this is especially true for inside selling:
Sellers prefer to spend their time selling, yet they get bogged down by tasks that take longer than they should. CRM systems promised to solve this challenge, but have failed:
Outdated CRM systems are hurting productivity and are causing sellers to conduct business outside of normal office hours to meet their quotas, making them wish they had superpowers to do their jobs.
“The CRM systems that are widely used today are simply not adequate. They do not cover the spectrum of a seller’s everyday work activities, and sellers are having to spend considerable time and effort to make up for those shortcomings,” said Denis Pombriant, managing principal, Beagle Research, Inc. “Our research has shown that outdated CRM systems are not only impacting sellers productivity, but are also impacting the overall financial performance of organizations. But there is a silver lining: improvements in technology over the last several years are resulting in new data-driven and AI powered solutions—the next era of the CRM—that can reduce sellers’ workload and empower them to focus on what they do best: selling.”
“Selling has always been a hard job, and the global pandemic has not made it any easier as customer behaviors have dramatically changed in a very short amount of time,” said Katrina Gosek, vice president, Oracle Cloud CX. “Our research has proven that traditional CRM systems are simply not working. Sellers are tired of having to piece together information across the sales process and tired of conventional CRMs that are an endless burden of data entry. They are asking for sales technology that acts as a source of recommendation. At Oracle, we are reinventing the selling experience by leveraging front and back office data, providing a modern AI-driven user interface and offering clear guidance through real-time customer insights that put sales teams on the path to success—and closer than ever to the superpowers they need.”
Learn more about this report here.
Beagle Research identified over 500 line of business employees with primary responsibilities of selling to new accounts via digital tools, in the business to business space. During June and July of 2020, we fielded a survey, inquiring about their jobs, the wins and frustrations they encounter, and the technologies they use. Because we were able to pinpoint these individuals, we believe our results are highly accurate (z-test = 95/90).
Founded by Denis Pombriant in 2004, Beagle Research is a Boston based firm specializing in research and analysis of front office business technology trends in CX/CRM. In addition to this report, Pombriant is the author of many other studies and several books on CRM.
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