First off, let’s talk about what exactly a PRM is. We all know what a CRM is, a Customer Relationship Management system. A technology platform which is designed to manage customers. Clearly a very valuable tool, you can’t do enough to make sure your customers are happy and receiving a ton of value. It makes sense and everyone totally gets it. But what about prospects? How do we manage our prospects to ensure they become a customer? For most, myself included, we have tried (for me with limited success), to make our CRM work for the prospecting process. Countless hours and dollars spent to try and make a system which was designed to manage customers, work for managing the prospecting process. Sure there are tools, add-ons, and consultants to help. I have used them all. Sure, I found a way to make a CRM act like a PRM, but it just was not as good as it could be. There had to be a better way. Good news, there is! Introducing Prospect Relationship Management (PRM), a platform that brings best in class data, process, and technology together with a services team to ensure user adoption, ongoing usage, and most importantly accountability.
All my dreams have come true! Well maybe not all, but my dream of eliminating the hassle of managing multiple tools, people and process in order to achieve industry leading results for my sales development team certainly has. Finally a Software-with-a-Service that enables my team to increase their conversations and conversion rates in a very big way. We have accomplished this by addressing six areas that have been a challenge for me and my customers for more than 14 years servicing more than 400 unique engagements.
Data: Having high quality data, and enough of it, is imperative. Your data should also be easily searchable, enabling reps to create their own lists on the fly. I have seen countless hours wasted on manual process around data management.Process: Have you heard the quote, “Fail to plan, plan to fail?” It could not apply more to the prospecting process. Without a well thought out proven call plan, with the appropriate call/email rhythm and the right messaging by persona, you are dead in the water. The days of just “pounding the phone” and getting results are long gone. Having a technology platform that walks a rep through a proven call process is a huge advantage!Technology: If you are not leveraging technology to help your team, you are just not going to win, period. The challenge are: What technology? Where does it fit in the process? How do I get the most out of it?
People: Yes, people are still necessary. As much as some would like to believe that technology will do the hard work for you, it’s just not the case. Technology can be a huge help, but you still need the managers, coaches, and reps to work together to ensure the right message is getting to the right prospect at the right time.
Accountability: It’s so easy to fall into the trap of feeling like you got a ton done because you were “busy” all day. The question I ask my team is, were you busy doing the right things? A system to tell you exactly where you are compared to your goals at any given point in time is a huge help. My fitbit does not lie. Neither does a good PRM.
Adoption: You can have the best tool in the world, but if your team does not use it, you have wasted your time and money. Technology is only as good as the customer success team who services it, making sure your team is adopting, and using your platform to its maximum potential.
Everything you need to crush your sales development goals under one roof and one login. PRM.