It is a unique characteristic of human nature to forget the pain of bad times and
return to the behaviors of the past as soon as a crisis is over.
So, it appears to be the case as COVID-19 slowly recedes into the rear-view mirror.
Many business-to-business (B2B) sales organizations were caught short because they had not fully embraced the use of CRM technology to keep their sales pipeline filled.
In early 2020, the energy, time and money exerted was rather astounding as companies scrambled to hire external CRM consultants to either optimize what they had or hurriedly installed a completely new system.
This renaissance not only refocused their use of CRM technology to reconnect with
clients, it also and perhaps more fundamentally revealed antiquated sales processes reminiscent of the classic movie Glengarry Glen Ross.
“Where are my index cards and hot leads?” “Let’s go to lunch and make a deal!”
As sales organizations grappled with optimizing or adopting totally new CRM systems,
resistance to change was nominally present, however no less than normal.
This was because of the unique circumstances that the “Virus” forced on B2B sales activity.
There are indications that lessons were learned are slowly being forgotten. The initial frenetic activity is slowing and projects are either being stopped mid-stream or apathy is taking over.
Resistance to fully embracing technology in the form of CRM software has surfaced. Some sales organizations are reverting to business as usual and retrieving sales
processes from the past.
This myopic view of the evolution of today’s sales process will be to the detriment of
sales organizations and the companies they represent.
The train has left the station, it will not be reversed. Owners, senior executives, and sales leaders must reenergize their commitment to CRM technology or be relegated to a non-competitive status.
We encourage an assessment of the use of technology in your sales process and developing a mid-range plan to address the future of B2B customer engagement.