Introduction
In the age of digital transformation, businesses are increasingly relying on data to drive their decision-making processes and strategies. In the B2B sector, sales is no exception. However, as enterprise scale, they often encounter challenges in managing and interpreting their data, particularly when it comes to Customer Relationship Management (CRM) systems like Salesforce. This article delves into these challenges and presents a solution that harnesses the power of artificial intelligence (AI) to transform the way enterprises manage their sales processes.
The Enterprise CRM Challenge: Managing Large Volumes of Unstructured, Duplicate CRM Data
In large enterprises, sales teams can comprise anywhere from 500 to 5,000 sales representatives, each entering data into the CRM system. As the number of users increases, so does the likelihood of inconsistent and duplicate data entries. The result is a degradation in the health and quality of CRM data, leading to inefficiencies in maintaining accurate records, thus posing a great Enterprise CRM challenge.
Furthermore, in the context of B2B sales, teams often deal with large accounts where a single contact may be linked to multiple open opportunities.
For instance, if a sales representative receives an email from an existing contact who is linked to several opportunities in the CRM system, it becomes a daunting task to identify the right opportunity that the email refers to. This creates a bottleneck in the efficiency of the sales representative, making them less effective.
Another significant issue is the presence of duplicate contacts/accounts in Salesforce. While one might argue that merging duplicate contacts could solve the problem, this is not always feasible.
In large enterprises, companies often have separate accounts in different regions or for different industry segments. This makes it challenging to identify the correct contact based on the context.
The Impact: Low User Adoption and Frustration Among Sales Representatives
The challenges of managing large volumes of enterprise CRM data often leads to low user adoption. To illustrate, consider the journey of a sales representative. Upon receiving an email from a prospect or lead, they must open and analyse the content. Simultaneously, they must remember to create an entry in the CRM system.
If the contact already exists, they must ensure that all fields are up-to-date.
If the email refers to a new opportunity, they must create a new opportunity in the CRM system, or update an existing one.
Following this, they must reply to the email, create a task in Salesforce, and plan follow-up steps.
Throughout this process, the sales representative is manually entering and scanning the CRM system. Any errors in data entry can result in a ripple effect, impacting the entire organisation in the long run. Moreover, the representative spends more time on administrative tasks than on revenue-generating activities like understanding the prospect’s needs and solving their problems. In fact, in this scenario, the sales representative spends approximately 80% of their time on administrative tasks, and only 20% on actual sales activities.
This imbalance creates friction between the sales representative and the CRM system, resulting in a love-hate relationship that can further lower user adoption. This is one of tha major challenge with Enterprise CRM.
How Mavlon solves the Enterprise CRM Adoption Challenge
The solution to these challenges lies in the power of AI.
By leveraging AI, enterprises can improve the efficiency and effectiveness of their sales representatives, reduce duplicate data, identify the right opportunities, automate follow-up tasks, and minimise the number of clicks required to close a deal.
Mavlon is an innovative tool designed to streamline your customer interactions and maximiSe your Salesforce experience. It goes beyond simply managing your emails. It identifies opportunities, updates account and contact details, and maintains a record of all relevant information, allowing sales representatives to focus on what matters most - the customer.
Mavlon's smart technology proposes immediate responses based on customer intentions. Whether a customer reports a business challenge, requests specific information, or asks for a quote, Mavlon provides a tailored response, ensuring your customer feels heard and valued.
If a customer provides feedback, Mavlon can determine the sentiment and guide the appropriate response, whether that's expressing gratitude for positive feedback or showing empathy and initiating complaint procedures for negative feedback.
When a customer reports an issue, Mavlon springs into action, confirming the issue's reception and reassuring the customer that a solution is on the way. It even creates a task assigned to the sales representative to ensure the issue is addressed promptly.
In terms of data management, Mavlon excels. All relevant emails are captured in Salesforce by default, ensuring you have a complete record of all customer interactions.
With Mavlon, you have an intelligent assistant that understands your business needs and solved the major challenge that Enterprises face with their CRM
Conclusion: Fostering Enterprise Data Integrity with AI
Data integrity is a significant challenge for large enterprises, particularly when dealing with disparate data sources. However, with the power of AI, businesses can overcome these challenges and transform their sales processes.
Mavlon, your intelligent Salesforce companion, streamlines customer interactions, improves data quality, and enhances the effectiveness of sales representatives, ultimately driving better business outcomes.
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