📊 The story of the CRM we first introduced. (2 of 4)
The story of the CRM we first introduced
When I first used Salesforce, I felt like I was learning a different sales structure. The way inquiries were managed on a spreadsheet was different; within the CRM, the sales flow was organized into structures like leads, opportunities, pipelines, and sales stages. Inquiries were not just simple records but were managed as leads. When a project opportunity arose, it was converted to an opportunity. Each project was managed within the pipeline according to the sales stage. Seeing this structure helped me understand for the first time how B2B sales could be systematically managed. So, we also worked on configuring Salesforce to fit our environment. The basic structure alone could not capture all our sales processes, so some customization was also done. In this process, we incurred significant customization costs. Website inquiries were also connected to the CRM. Incoming inquiries from the web were automatically registered in the CRM using the web-to-lead method. When an inquiry came in, a lead was generated, and the sales progress was updated step-by-step. After running this for a few weeks, there were definitely noticeable differences compared to before.
When I first encountered CRM, it felt like learning a sales structure that was different from before. Unlike managing inquiry lists on a spreadsheet, within the CRM, the sales flow was organized into structures like leads, opportunities, pipelines, and sales stages. Inquiries were not just simple records but were managed as leads. When a project potential arose, it was converted into an opportunity. Each project was managed within the pipeline according to the sales stage. This structure made me understand for the first time what a systematic approach to managing B2B sales looks like. Therefore, we also proceeded with configuring Salesforce to suit our environment. The basic structure alone could not capture all our sales flow, so we implemented some customization as well. In this process, we had to pay a considerable amount for customization. We also connected website inquiries to the CRM. The inquiries coming from the web were linked using the web-to-lead method, so that they would automatically register in the CRM. When an inquiry comes in, a lead is created, and the sales progress is updated step-by-step. After running this for a few weeks, there were definitely noticeable differences compared to before.
Sales flow began to become much clearer than when managed with spreadsheets. I was able to identify much more easily which inquiries were underway and which projects had a higher likelihood of contract than before. Through this experience, I also realized for the first time that a CRM could play a role closer to a corporate sales management system than just a simple customer management tool. The problem arose thereafter. Salesforce was a system with a lot of features. There were various buttons and menus on the screen, but it was often difficult for a first-time user to immediately understand what each function was.
It took time to find where to make edits, and there were times when it was difficult to find records I had made later. Although it was said to have a powerful reporting feature, it took time to get used to knowing what data to check and where to find it. However, we had already incurred customization costs and had an annual licensing contract in place. So, we couldn’t give up easily. Therefore, we continued to try to use it internally. I kept encouraging the sales representatives to use Salesforce. I also suggested learning how to use the system. I requested that they record sales within the CRM instead of the previous method. I was determined to utilize the system in any way possible. Yet, in practice, it was not easy.
Sales representatives need to quickly record information and update situations while responding to customers. However, if they are not familiar with the system, this work often feels burdensome. Eventually, over time, the frequency of reverting back to spreadsheets during meetings started to increase slightly. Even though we implemented a CRM, the actual sales operation methods were gradually reverting to previous practices. However, this experience was not futile. In fact, it was during this time that we began to see more clearly what our needed sales management program should look like.