I was in a meeting with a sales team a few days ago and the subject came up of User Adoption in Salesforce.com. I love this conversation because it didn’t take 30 seconds before one of the Medical Sales Reps said he thought CRM was just a tool for management to babysit the reps. Unfortunately, in many cases this is not that far from the truth.
We shifted into a conversation about tools that reps could really use to be more proactive and better business resources to their clients. I shared some ideas from our Salesforce.com App Medical Sales Coach and we began to discuss the value of what we call “Actionable Intelligence”. To put it simply, our goal in the conversation and with our app is to create a tool that really helps reps sell better by taking sales data that is available in their accounting system or Laboratory Information System (LIS) and present it in a way the reps can take action on.
The big idea to increasing Salesforce.com User Adoption is giving users something they need in a format that provides them immediate value.
Many of our clients integrate back office data from systems like SAP, Oracle, Great Plains, and other sources of accounting data. This client, in fact, gave these reps a lot of reports on a weekly basis but we what we have found is that some are missing the most valuable component. That component involves giving reps data that is pre-interpreted, or does the thinking for them.
This means we take the raw accounting data (invoices, products, etc.) and roll it up into “metrics” that reps can use to immediately determine if their customers are growing or declining and why. The big idea is to tell them what really matters in their account and territory and why.
Of course many organizations have this data available in Business Intelligence Systems but our goal is not to give reps a data analysis tool. We want to give them a simple Red/Green indicator that a client is healthy or unhealthy and why. This involves comparing the accounts total sales year over year and month over month and providing Red/Green trends. These same trends are calculated at the product or test level as well.
It’s important to me that this blog not be a glorified commercial but provide ideas that you can use in your business. To that end, I will provide some screen shots with some best practices that we’ve learned. I’ll also share some of the lessons we’ve learned and if you find that you’d rather buy the app than build this yourself then we’ve got a win/win.
The Red/Green trends I mention above gives the rep the bottom line detail they need as well as the ability to dig a little to figure out what adjustments they need to consider in their sales approach. It also gives them an early warning if something starts to slip with the customer.
As I said earlier, our goal is to help our clients give sales reps tools that make them better business people by anticipating changes with their physician customer and take action when a client begins to trend in an unwanted direction.
Actionable Intelligence or Interpreted Data is not new! Our goal was to make is very easy to integrate data from various back end sources so sales reps can do what they do best – grow their territory. This same information can also be used to help reps plan their time in territory more effectively and create route plans that drive more revenue.
If you trying to determine if this something you can build yourself or purchase an app, please schedule some time with me to discuss our approach and we can help you determine if this app is a good fit or what would be involved in building your own solution.
We’re happy to share the approach and architecture we use to help you determine how this solution will help your reps. Just schedule a call with me and we’ll walk through it.