One of the key areas we get involved in as Sales Directors is looking at strategy and how the business can meet the aspirations of the owners and shareholders
This typically starts with what we often refer to as a ‘Strategic Sales Review’ which in turn comprises of what the business does, for whom and how do we do it?
Quite soon after that and within the Sales Audit we look at information, statistics and data. Given that we’ve gone through what I hope has been an enjoyable festive period for all, most people can probably relate to a key question our Sales Directors ask with regards to data
‘How easy is it for me to get out an up to date list for the Christmas Cards?’
(I can tell from writing this blog that I know many of you will now experiencing a wry smile across your face)
The reason for this question is simple – it gives all concerned a very clear indication as to the state of the company’s data and where the vast majority of the data actually resides.
If you are a wholly online business or selling B2C this is where you can probably score highly and perform well. If however, you operate in a B2B environment, the chances are that getting even a simple Christmas Card list out to your most worthy of contacts may not be quite as simple as it sounds. Often new contacts and good prospects are not on the CRM, sometimes being hidden away on laptops in programs like Excel and Outlook. Sometimes they are simply just contacts on a Directors or Partners mobile phone with the bare minimum stored for invoicing purposes.
The point I am making is that accessibility of your data is a pivotal component to any sales and marketing activity and if this is not treated as a clear business priority the likelihood is that you will simply not be able to compete and the level that you aspire to.
I’d like to propose if it’s not too late to add another ‘New Years Resolution’ to the usual ‘I’m going to lose 2 stone’ then make sure you get your CRM and business data in order!!
Your data is one of the most valuable assets you own and often totally ignored. If you still need convincing there is plenty of evidence on the web to demonstrate the reinforced multiples and sometimes increased multiples that can be achieved at exit by having a top notch back office data strategy – worthy of consideration?
