PROBLEM: According to David Ferguson, "Striking a balance between collecting data from and returning useful information to the sales team has been at issue within companies engaged in deploying CRM applications. It was relatively easy to establish a perception of benefit with the sales management team... The trick was to convince the individual sales associate that the tool would make him or her more proficient in day-to-day selling."
SOLUTION: Social CRM applications give sales associates a reason to embrace their CRM applications. Read more about what David has to say here.
David Ferguson is a 2009 board member for the OAUG and is working as Director, Transformation Management Office, Global Customer Relations Management for Diebold Incorporated.
