Can your CRM System be a Coach for Account Managers?

The Sales function in an organization uses CRM systems for opportunity tracking, forecasting and operational rigor. This focus works well for new account pursuits. But the CRM system needs to go beyond opportunity tracking and forecasting to grow existing accounts. Most CRM implementations under-serve the account managers that play this strategic role. This role involves thoughtful planning, research, relationship building, regular cadence, white space analysis and account based marketing. You can read more about the need for tuning your CRM for Strategic Account Managers. 

The lack of tuning or support from the CRM system leads to inconsistencies and variance in performance within your strategic account management team. Here we talk about a few scenarios that illustrate this performance inconsistency. 

Scenarios 

1. Since account plans, white space analysis, QBR and other such important aspects of key account management are done outside the CRM system, they can vary amongst the team members. It also creates gaps in information across a cross functional team. Needless to say that proper reporting and analysis becomes a nightmare since information is scattered across systems, documents and emails.

2. A seasoned account manager works his magic and delivers results. But the less experienced up-and-comer will immensely benefit from the best practices encoded in a good account management solution. This enables everyone in the team to build on a strong foundation.

3. A good account management solution instills discipline in the team and infuses the intensity needed to grow a strategic account without relying on individual heroics. This sets a good foundation for every member of the team.

Your CRM can be your Coach

There will always be a human element associated with sales performance. But can your CRM shoulder some of the responsibilities of acting as a coach to help your Strategic account managers? The answer is YES. 

The key takeaway is that a CRM with well encoded best practices to manage Strategic Accounts, everyone in the team has a level playing field. Eliminating inconsistencies within your team can have a positive impact on the predictability of your team’s performance. It also builds confidence in the team that the organization provides the right toolkits and frameworks for them to be successful in managing strategic accounts.