Sales Intelligence Services Power CRM Insights: Introduction
Jinfo Blog
22nd July 2013
By Michael Levy
Abstract
Following his articles on sales intelligence and Sales 2.0, Michael Levy turns his attention to the benefits of integrating sales intelligence services with customer relationship management tools. This article forms the first of four looking at six key sales intelligence vendors: D&B360, Data.com, InsideView, LinkedIn, iSell and ZoomInfo.
Item
The B2B sales environment is rapidly evolving as new information services become available for both purchasers and sales reps. The web offers new ways of obtaining information, managing business processes, and establishing relationships. The growth of open web content and social media has tilted the information advantage from sellers to buyers.
Sales reps are in catch up mode, looking to become better informed while reducing the overhead of researching and re-keying information into Customer Relationship Management (CRM) systems. My previous article "Arm Yourself with Sales 2.0 Intelligence Tools" explored some of the key tools now available.
This article focuses on the integration of sales intelligence services within CRM systems.
How Does Data Entry Help Sales?
One of the key problems with CRM systems is obtaining buy-in from sales reps. They have often looked at CRM data entry as a chore and kept their data entry to a bare minimum. Reps would much rather be talking to clients and prospects, or at least preparing for a call – almost anything but performing data entry.
Sales reps are very bottom-line oriented. If an activity does not move them closer to closing a deal, then it is a distraction from meeting their quota.
While CRM data entry provides benefits to the company (e.g. contact information should the rep be fired, pipeline information to assist with sales forecasts) data entry generates little value for the rep. This perceived imbalance has forced sales management to often take a confrontational approach with sales reps.
Leverage the CRM for Higher Value Tasks
But CRM compliance does not need to be a battle between management and staff. By integrating sales intelligence services with CRMs, the cost to the sales rep in terms of time entering and updating information is reduced while the benefits to the sales rep, such as accurate account information, sales triggers and additional contacts are greatly increased.
Sales intelligence integration thus reduces compliance issues, improves data quality and completeness, and increases the time each sales rep spends leveraging the CRM for higher value tasks such as account preparation and identifying additional prospects.
Find Out More
FreePint Subscribers can log in to view three articles which outline the benefits of CRM sales intelligence integration across six key sales intelligence vendors:
- Sales Intelligence Services Power CRM Insights: A Survey of Six Vendors
- Sales Intelligence Services Power CRM Insights: Sales Triggers, Profiles & Connections
- Sales Intelligence Services Power CRM Insights: Social Media, Lists, Industry Snapshots & Conclusion
- Blog post title: Sales Intelligence Services Power CRM Insights: Introduction
- Link to this page
- View printable version
- Sales Intelligence Services Power CRM Insights: Social Media, Lists, Industry Snapshots & Conclusion
Friday, 26th July 2013 - Sales Intelligence Services Power CRM Insights: Sales Triggers, Profiles & Connections
Thursday, 25th July 2013 - Sales Intelligence Services Power CRM Insights: A Survey of Six Vendors
Tuesday, 23rd July 2013 - Sales Intelligence Comes of Age with Sales 2.0
Thursday, 20th June 2013 - Product Review of InsideView: Executive Summary
Thursday, 18th April 2013 - Product Review of iSell from OneSource: Executive Summary
Tuesday, 24th July 2012
- FreePint Report: News Aggregation Products and Trends
Thursday, 27th June 2013 - D&B360 - A Well Rounded View
Friday, 31st May 2013 - Diversify your business networking with these LinkedIn alternatives
Monday, 2nd April 2012 - Salesforce - dominant for how long?
Tuesday, 6th September 2011 - ZoomInfo Community Content: brilliant or creepy?
Wednesday, 13th April 2011
Community session
11th December 2024
2025 strategic planning; evaluating research reports; The Financial Times, news and AI
5th November 2024
How are information managers getting involved with AI? Navigating privacy, ethics, and intellectual property
- 2025 strategic planning; evaluating research reports; The Financial Times, news and AI
5th November 2024 - All recent Jinfo Subscription content
31st October 2024 - End-user training best practice research
24th October 2024
- Jinfo Community session (TBC) (Community) 23rd January 2025
- Clinic on contracting for AI (Community) 11th December 2024
- Discussing news and AI strategies with the Financial Times (Community) 21st November 2024