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Sales Force Effectiveness

Defining CRM / SFA Requirements

Many CRM (Customer Relationship Management) systems or initiatives have little to do with actual customer relationships, and they do not contribute to improvements in sales force effectiveness. Many systems are borne of managements need or desire for sales reporting and other administrative functions.

I'm Scott Trunkett, the founding partner of Sales RaceHorses. While I agree that these functions are certainly valuable to the organization, I also know that sales reps will generally avoid using any system that doesn't either make their job easier or help them to be more effective at selling; preferably both.

Without the buy-in and participation from front line sales reps, a CRM / SFA system can deliver only limited economic value to the organization. I am an experienced sales executive myself, with experience in planning and implementing successful sales force effectiveness and SFA systems and diagnosing failed systems. I have seen what works and what doesn't.

With my extensive firsthand knowledge and understanding of critical sales processes, I can coordinate and facilitate a comprehensive functional requirements definition for your SFA or CRM system selection and implementation. This will facilitate selection of an appropriate software platform, as well as support an effective and successful system implementation that will measurably contribute to improved sales force effectiveness.

How I can Help You

  • Unbiased non-software expert focus on defining real value-creating business needs
  • Advance definition of business needs ensures more objective selection of software platform
  • Unbiased specification definition ensures system implementation accountability
  • Experienced sales and sales executive perspective ensures that users will actually use the system

What We Do

 I work with sales and marketing organizations to develop clear objectives, rationale, and a business case for an automation system, basing my work on the fundamentals of business process and profitable sales growth. I help organizations to set realistic expectations and measurement metrics, and help them to manage sales force acceptance.

Some of the key areas I have developed:

  • Diagnose the current business situation
  • Test and validate proposed rationale for investing in sales force effectiveness tools
  • Facilitate user requirements sessions to define, rank, prioritize, and schedule specific system capabilities
  • Develop system capabilities specification for obtaining proposed systems from application suppliers
  • Define SFA system supplier requirements, implementation schedule, and milestones
  • Develop and manage training program with supplier
  • Independently monitor and measure key implementation and system metrics

Whether they are considering implementation of a new sales force automation system or trying to improve the way their current system is utilized, My rare and unusual combination of Big 5 CRM and SFA experience and real life industrial sales, marketing, and sales leadership experience helps sales and marketing leaders to get the job done.