Many times the system ends up as a repository of large amounts of data, the critical elements of which may be junk.
Their experiences notwithstanding, properly executed CRM implementations can (and do) consistently increase sales results—often in very adverse economies. Thus, it’s well worth taking a look at what separates the success stories from the failures.
http://www.managesmarter.com/msg/content_display/management/e3ie0fe1e4b8826bd93be7c97b293f69fde
To sum up, then, the most valuable set of sales data is often not properly “scrubbed” in a positive way by sales management. Hence the forecasts are unreliable or even misleading.
There is much to be gained by using CRMs, but often the data that can give most impact to the sharp end of the business has a large junk content—and the human factors and lack of management skills outlined above are the culprits.
