The first of 2019’s Regional Events got off to a fantastic start. The event focused on ‘Optimising Sales CRM’ and we were delighted to be joined by two senior leaders from within the industry, Vicky Nisbet, Senior Regional Vice President of Salesforce and Kerry Nutley, BESMA Head Judge, who both delivered highly engaging and thought-provoking presentations.

Vicky began the session discussing CRM good practice to drive sales which looked at the ‘fourth industrial revolution’; artificial intelligence, robotics, and the IoT which are transforming the customer experience. This emphasised the importance of emulating the customer journey through your CRM platform and connecting to your customers in new ways which a CRM can deliver through sales, service, marketing and commerce. Salespeople need to be able to deliver complete 360-degree value and cannot rely on charisma alone.

The second part of the session presented by Kerry focused on optimising CRM successfully through sales leadership. In order to optimise the effectiveness of sales CRM tools, you need accuracy and timeliness of data as well as collaboration. It is imperative for salespeople to buy into the CRM in order to achieve results. One of the biggest challenges that sales teams face is that implementation often underplays soft functions. Management style is critical in the optimisation as it can have a huge impact on the team’s emotional response which can either lead people to avoid or proactively use sales CRM tools.

Kerry concluded the presentation with her top tips for sales CRM optimisation:

  1. Invest in sales manager coaching to ensure buy-in
  2. Utilise your sales CRM portal as a one stop-shop all things sales
  3. Encourage collaborative management
  4. Share customer insight
  5. Keep it simple – understand how customers buy and articulate ‘what’s in it for me’ from a sales person’s perspective

The attendees stayed for lunch afterwards to network with each other and share their comments on the presentations.

A huge thank you to ISM Corporate Partner Geberit for hosting the event and to our speakers Vicky and Kerry for delivering extremely insightful presentations.

Date for your diary – Next ISM Midlands event will be taking place on Wednesday 26th June.

Event Highlights