How CRM Enables Business-to-Business Sales Success

By Team - Doble Group, LLC 2013-10-30


We are all aware that there is always resistance when using CRM for sales management. It is a reality experienced in all businesses, but it doesn’t have to be. Today, there are critical success trends and factors that when combined with best practices allow us to assimilate the use of CRM for the benefit of the vendor, the business and the end client. These critical trends and factors will be explained during the CRM Trends and Critical Success Factors webinar with Mariano Doble and yours truly on November 7..

Regardless if you are vendor in Santo Domingo or in Managua, every business relationship is built on a hug, a greeting, a friendship and/or a referral. This personal relationship is very important for selling because it is based on trust and respect, and not according to the sales forecast or the opportunity. However, as we start seeking productivity, effectiveness and visibility of the opportunities, businesses will require a CRM. But a CRM also needs to provide a benefit for the vendor in order to be more effective in his/her quotas and sales. And as a preview of the webinar, I would like to share these 6 areas of functionality in sales that uphold the vendor on B2B sales.


The 6 groups of functionality are:

  1. Data – CRM should be the “Bible” of client data. For instance, having all kinds of emails, phone numbers and addresses to contact the client. Being able to access other contacts from the secretary to the security police. All of this information represents a goldmine in order to know when and why you should contact your client.
  2. Business Agenda – The business agenda is your day planner with all your appointments, meetings and daily tasks. Nowadays, CRMs provide the means to see your CRM day planner from your smartphone which has already been synced to your email (Outlook or Gmail).  Therefore, you don’t have to be 100% of the time checking your CRM. This is a productivity bonus.
  3. Mobile Access – From your smartphone or tablet you can access the information of your accounts, contacts and opportunities. This means that you have all the mobility in the world to update your sales progress without having to wait till the end of the day to do it in your computer.
  4. Approvals – The sales methodology and workflow can be done via email and/or any pre-established manner. If you are about to close a deal and need discount approval, the system can help you with this process. This shows as a vendor that you can be more agile with your client and your boss.
  5. Quotes – How many times do you receive a call to set up a budget and the client needs the quote in 10 minutes? CRM can help with just that by quickly generating quotes and sending them via email through CRM or from your smartphone and/or tablet.
  6. Quotas – It’s the end of the month and you need to cover 10% more of your quota. You use CRM to search for contacts that may help you reach your monthly quota based on operational information saved in your CRM such as budgets, inventory levels, discounts and deadlines, among other data.

These 6 areas of functionality help you as a vendor to be more productive; as a Sales Manager to make your department efficient and as a CEO to obtain visibility at a strategic level for sales, marketing and customer service decision-making.

As a vendor, CRM is an upholding tool for you to be both a trustworthy advisor and more effective sales-wise. But like in everything else, there are critical success factors to combine all 6 areas of functionality (and a few more) with the company culture and the business strategy. So don’t forget to sign up for the CRM Trends and Critical Success Factors webinar for ideas and suggestions on how CRM can uphold the vendor and the business.


Jesus HoyosAuthor:

Jesús Hoyos

CRM Influencer and Analyst

CRM Latin America