Episode 25 Adam Honig on Why CRM Adoption is Poor and Initiatives Often Fail

Industrial Growth Institute

Adam Honig on Why CRM Adoption Rates are So Chronically Low Among Industrial Sales Teams - Industrial Growth Institute Podcast Episode # 25 with Ed Marsh

Summary

In this podcast episode, Ed Marsh and Adam Honig discuss the challenges and misconceptions surrounding CRM in the industrial manufacturing space. They explore the reasons why many sales reps dislike using CRM and the common pitfalls of CRM implementation. They also delve into:

• the importance of having a clear goal and strategy for CRM usage
• the need for CRM to be user-friendly and focused on helping salespeople sell more efficiently.

The conversation touches on topics such as:

• the integration of ERP data into CRM
• role of IT and sales ops in CRM management
• potential for community-building in the industrial space.

CRM software should adapt to the needs of users, rather than users having to adapt to the software. The goal is to support users in doing their jobs, rather than creating additional tasks for them. @SpiroHQ aims to provide a CRM solution that is built for manufacturers and distributors, with a data model that accommodates their specific needs. The software uses AI to automatically collect and analyze data, providing visibility into customer interactions and order variations.

Takeaways

• Many sales reps in the industrial manufacturing space dislike using CRM due to the perception that it is primarily used for monitoring and tracking rather than helping them sell more efficiently.
• A clear goal and strategy for CRM usage is essential for success. Companies should define what they want to achieve with CRM, such as increasing cross-selling, expanding the footprint within existing accounts, or improving communication between inside and outside sales teams.
• CRM should be user-friendly and designed to support salespeople in their daily activities. It should automate tasks, provide relevant insights, and integrate with other systems, such as ERP, to streamline processes and provide a comprehensive view of customers.
• The management of CRM should involve both sales ops and IT. Sales ops should focus on the why and the goals, while IT can provide technical support and ensure data security.
• There is potential for community-building in the industrial space, but the platform used should align with the preferences and habits of the target audience, such as LinkedIn groups or industry-specific platforms.
• CRM should serve as a single work location for sales reps, integrating insights from marketing automation and providing a holistic view of customer interactions. CRM software should adapt to the needs of users, rather than users having to adapt to the software.
• Spiro.ai provides a CRM solution built for manufacturers and distributors, with a data model that accommodates their specific needs.
• The software uses AI to automatically collect and analyze data, providing visibility into customer interactions and order variations.
• The focus is on activity and high-quality conversations, rather than just forecasting.
• Spiro.ai offers full-service setup to ensure successful implementation.

Takeaway Quotes from Adam Honig

• "I really do hate CRM. It's like a passion for me."
• "CRM in so many organizations is really just something that's put on the sales team so that management can know who to fire and not fire."
• "If you're requiring the team to put data in, you're just going to get garbage out of it."
• "CRM software should just support users in doing their jobs."

Check out Adam's website

LinkedIn: Adam Honig and Ed Marsh

Twitter: Adam Honig Ed Marsh

Instagram: Ed Marsh

YouTube: @SpiroHQ and @EdMarsh

Show Transcript

Chapters

00:00 Introduction and Complexity Surrounding CRM in Industrial Sales 08:29 The Negative Perception and Challenges of CRM Implementation 14:31 Improving Communication and Driving Order Volume with CRM 20:38 Integrating ERP Data into CRM for Better Customer Knowledge 33:30 The Role of Sales Ops and IT in CRM Management 35:56 Key Functions and Features of CRM 36:44 Adapting CRM Software to User Needs 40:05 Spiro.ai: A CRM Solution for Manufacturers and Distributors 46:17 Automating Data Collection and Analysis with AI 48:02 Full-Service Setup for Successful Implementation

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