Not so long ago… there was a VIP. He was a VIP over the vast kingdom of the Corporation and he was known far and wide within that Corporation for his desire in wanting as much information as he could get. He never really took interest in his army of sales executives, nor did he care to provide them with the weapons to fight… he just wanted information.

Times were good at the Corporation. Sales reps from other corporations were always coming and going and the VIP often spent the Corporation’s profits on new system for extracting information out of the citizens. Everyone new about the VIP’s passion for information… the VIP believed information was power! Now one fine day a couple of swindlers, calling themselves Business Development Managers arrived to pay a visit to the VIP. They knew of his ego satisfying need for information. These enterprising individuals offered to develop him a corporate computer system that would be “fit for only the most enlightened VIP” They explained that their product was so extraordinary, so user friendly and so sales focused that it was useful only to the elite and knowledgeable, and unusable by those who “did not have the intellect to see the value it would bring to the corporation and the corporation’s customers.” They called their new system… Customer Relationship Management… and “it will not only double your revenues but you will also be able to see everything that is going on in sales” The opportunity was just too good to miss… “Take my order,” begged the VIP. “Money is no object!”

The VIP’s assistants in charge of Sales Effectiveness did not want to appear ignorant, unenlightened or negative, so they went along with the desire for the system. They enthused with praise for the time consuming… limited value… data system… that they witnessed being deployed within the Corporation. “Beneficial!” “Inspiring!” “Insightful!” were the words spread around the Corporation to explain what was to come. Knowing the VIP’s temperament, the citizens of the Corporation determined that it was in their best interest to spread the word and play along with the enthusiasm. So, they too, extolled the features and benefits of the fanciful and farcical CRM system.

Towards the start of the roll out of the system there was a glimmer of hope as the VIP began to wonder what he had indeed ordered. However, pompous pride outweighed practicality and sensibility prompting the VIP to organize awareness sessions followed by product training sessions throughout the Corporation. All the subjects were cowed by fear into saying nothing about the absence of value to the sales team. They felt they had no choice but to repeat, as platitudes, the benefits the VIP had already uttered as fact if they wanted to maintain their position within the Corporation.

But one young sales rep, not long out of college and could still be considered a child when it came to politics within the Corporation – wet behind the ears you could say - soon made his mark. When the training had been finished the young sales rep exclaimed, “But it doesn’t add any value to the sales team and they have to spend so much time inputting data!”… maybe wet behind the ears in terms of politics, but he was insightful when it came to having to use the CRM system.

The VIP’s assistants attempted to dismiss his fears, but the unspeakable had been spoken and everyone knew that the CRM system was unlikely to deliver. Despite the exposure of his exposure, the VIP continued to play out the charade, declaring, “The roll out must continue.”

However, where in the past the Corporation could overcome, due the buoyant market, the numb defying lack of value delivered by their CRM system to the field sales team… unfortunately the markets have changed dramatically. Computer systems that not only do not add value, but impeded the sales effort would soon help bring down many Corporations… the Emperor truly had no clothes on… and the VIP responsible had to RIP.

If you are doing CRM… make sure it adds value to the field sales team… don’t just believe the hype and say it adds value… ask the field sales team how it adds value to them… involve them. In my experience if the tools add value the field sales team will use them.

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