The Next Generation CRM Tools: Bridging the Gaps between Sales Needs and CRM Tools Architecture

Abstract

This chapter starts with the phenomenon of CRM systems being sometimes more considered as a burden than a support by salespeople. The main argument is that CRM tools do barely fit the needs of salespeople as their functions, most of all, are administrative, which leads to a resistance for using them.

The author shows how this kind of shortcomings are manifested in “real-life” operations and finds out that much of the problems seem to be due to the very architecture of extant CRM systems. Indeed, creative offerings and business development imply advanced cognitive processes for which there are no functions in traditional CRM tools.

Therefore, the core part of the chapter leads to a discussion on how genuine supportive CRM systems architecture should be designed. The sales process is made of three phases beyond the administration one, namely, a sense-making, a sense-giving, and a sense-acting phase. An adequate architectural design would take into consideration functions that support the whole process, which also includes informative links and a much more visual design to process information instantly.

Citation

Wikner, S. (2018), "The Next Generation CRM Tools: Bridging the Gaps between Sales Needs and CRM Tools Architecture", Andersson, P., Axelsson, B. and Rosenqvist, C. (Ed.) Organizing Marketing and Sales, Emerald Publishing Limited, Leeds, pp. 195-205. https://doi.org/10.1108/978-1-78754-968-520181012