June 20, 2012 10:01 ET

SAVO Poll Reveals Companies Confusing CRM Solutions for Sales Process Miss Revenue Opportunities

CHICAGO, IL--(Marketwire - Jun 20, 2012) - According to SAVO Group, nearly three out of four companies consider their CRM solution to be their sales process and as a result, are not optimizing their sales execution for maximum return. On the contrary, 68 percent of those that have implemented a separate formal sales process did reveal an increase in revenue. The results are from a live poll of 176 participants conducted during one of SAVO's educational webinars, "The View Beyond CRM: Reimagining Your Sales Process."

During the webinar, SAVO and its partners described sales process as the systematic sequence of actions that drive customer interactions and optimize both sales execution and expected business outcomes. While CRM keeps track of each customer touch point, 74 percent of participants reported that it does not yield insight into selling behavior to drive success -- a critical failure of CRM to deliver value.

"A formal sales process is like a recipe that helps solve the error of omission, resulting in more reliable sales forecasts and outcomes," said Nattalie Hoch, vice president of sales, Miller Heiman. "Because there is a lot of complexity to sales, you need the right foundation, tools and technology in place to form a best-in-class sales process, but the pivot point is leveraging front line sales management to become your agents of change."

The SAVO poll also revealed that more than 60 percent of respondents have not realized a positive ROI with their CRM system. However, of the companies that have realized positive returns, are those using technology as a means to reinforce and drive greater adoption of their sales process.

"Companies do not have the luxury of confusing a CRM solution for sales process or waiting for their CRM system reports to tell them if a new product or process was adopted," said Dan Schleifer, senior director of marketing at SAVO. "Companies need to know in real-time if individual sellers or an entire region have been trained, downloaded material necessary to sell, or are getting their questions answered. If they know these basic processes haven't been met, chances are sales projections won't be met either."

SAVO will host its sixth Sales Enablement Webinar in the Mission: Possible series on July 10, 2012 titled, "Effectively Launch New Products To, And Through, Your Field." Registrants are eligible to receive a free SAVO Maturity Benchmark of their organization.

About SAVO
Founded in 1999, SAVO is a leading provider of sales enablement solutions. SAVO's on-demand sales enablement platform maximizes the sales team's ability to communicate value and differentiation in clear, consistent and compelling ways. Combining proven sales and marketing best practices with award-winning technology, SAVO addresses all aspects of the sales enablement challenge -- spanning people, process, insight and technology. For more information, visit or follow us on Facebook, LinkedIn or Twitter.

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