Once you have finalized on the features and the development plan, the next step is to develop the application. It may be worth considering what kind of application you want to build. Locally installed software applications may no longer make sense for various reasons. Firstly, sales teams are forever on the move and requiring them to carry their laptop along always can be impractical. Secondly, with Bring Your Own Device (BYOD) gaining mainstream support, your SDRs are likely to own computers with various OS installations. This is also true for mobile apps since you may need to build separate versions for Android and iOS devices.
If you are on a deadline, it is a good idea to build a web-based CRM app. This makes it easily accessible across various computer and mobile devices. You may also consider the possibility of Progressive web apps – web applications that look and feel like a mobile app.
In many organizations, sales teams are also distributed across different cities or zones. In order to make lead data seamlessly accessible across these various locations, it is important for your CRM data to be stored on the cloud. A service like Amazon AWS can be used to store telephone conversations for cheap.
Step 4: Test and rebuild
The objective of investing in a Customer Relationship Management software is to reduce the workload of your SDRs and improve their productivity. As such, it makes no sense to build an app for your team to use without knowing if it contributes to productivity improvement. Most organizations today have some sort of customer relationship management tools already in use. This could be as simple as keeping a list of all customers in a spreadsheet or using an ill-fitting tool like Trello or Wrike for this purpose.
Regardless of how your SDRs carry out customer management currently, track their productivity. This could be in the form of the time an SDR spends in outreach, the time they spend with documentation, the average closing cycle, and so on.
This way, once you have the first version of the product ready, you may try it with your SDRs on a trial basis to measure productivity improvement.
It is worth noting here that implementing a CRM for your sales team is never an end it itself. Consequently, tracking productivity needs to be an ongoing process that needs to be performed every time you add a feature or make a process change.
Have you implemented a CRM for your sales organization recently? How did you go about implementing the software? Share your thoughts and experiences in the comments below.