Your sales team is at odds over CRM data. How can you align interpretations for success?

Perform regular data audits to ensure data in the CRM is always complete and up-to-date. Once you are confident the data is accurate, you have the basics ready to start further discussions.

I think a CRM data audit is essential when launching new sales tools or features. By analyzing the data from different angles, we can evaluate how effectively the new tool is being utilized and identify areas for improvement. For instance, if we introduce a new feature for tracking sales activities, the audit can show us if sales reps are using it correctly. Additionally, comparing data across branches or teams can foster healthy competition and motivate the team to enhance their usage of the new tool/feature.

To align CRM data interpretations among your sales team: Standardize Data Entry: Establish clear guidelines for data entry and usage to ensure consistency. Provide Training: Offer training on CRM systems and data interpretation to all team members. Create Common Metrics: Define and agree on key performance indicators (KPIs) and reporting metrics. Facilitate Communication: Hold regular meetings to discuss data insights and address discrepancies. Document Processes: Maintain clear documentation of data definitions, processes, and standards.

One of the earliest lessons I learned in my career is that 'what gets measured gets improved.' Clearly defining key metrics for each team member establishes a shared language across the sales team. This clarity ensures everyone knows what success looks like. Leaderboards, for example, are an excellent tool for tracking these KPIs—they not only monitor performance but also provide a motivational boost, encouraging the team to strive for their best.

Define the metrics and KPIs that are important for sales and revenue generation—what activities should we track, and which properties are important for reporting and forecasting. Once you are aligned on what is important, discuss how to log that (ideally as automatically as possible). That will enable you to collect and accurately report the right information so everyone can trust it.

Clearly defining key metrics for each person creates a common language for your sales team. When the whole team focuses on the same data that reflects your sales goals, it aligns everyone on how to be successful by the end of the quarter. 'Silos' don't only happen in large orgs. If one team member has a local spreadsheet (not shared on the network or on the internet) with key data on it, misalignment is almost guaranteed. To prevent this, make sure the entire team that touches any part of any sales process is present when defining the metrics.

Training sessions should focus on the adoption of the system, how to ensure all and correct data is in the CRM, and why that is important for every rep. If they understand that it's not only for the manager to make reports and forecasts but also for their efficiency, they will be more likely to keep it clean.

From my experience with these training sessions, it's crucial for trainers to approach them with a business mindset. They should craft scenarios that show how the features will help achieve sales goals, revive customer relationships, or boost average revenue per user (ARPU). System adoption improves significantly when the training addresses real sales challenges and demonstrates how the tools can enhance efficiency and productivity.

In my experience, sitting down with poorly aligned sales and marketing teams feels like mediating a marriage counseling session. Both groups have expectations or goals that have not been communicated effectively. Marketing has to pull data from Sales or the sales team doesn't understand the importance of the data. When conducting a workshop, I always start with a blind survey to see how the teams really feel about the level of communication between them. Often, it's a simple fix, and I work towards helping the teams establish common goals and set realistic expectations.

Communication and collaboration will be much easier if the data in your CRM is correct, complete, and up to date. With data all teams agree on and rely on, working together and aligning the activities will be much easier.

As a Retail Business Mentor, I worked with a client whose sales force had divergent assessments of CRM data, resulting in an incorrect strategy. We implemented a feedback process, encouraging team members to communicate their issues and recommendations on a frequent basis. This open discussion not only cleared misunderstandings but also promoted a culture of constant development. As team members saw their feedback recognized and acted on, their engagement with the CRM system rose, synchronizing their efforts and producing higher sales results.

The first place to discuss data and its interpretation is 1 on 1 with the sales manager. And the first topic to discuss it if the data is correct and complete. If it is, then the interpretation can be discussed further.

Aligning your sales team’s interpretation of CRM data begins with establishing a solid sales process and methodology that everyone understands and follows. Regular training sessions are essential to ensure that all team members are on the same page regarding how data should be entered, interpreted, and used. Encourage collaboration in data review sessions and make it a priority to refine your CRM processes continually. Committing to ongoing training and adapting your strategies based on data insights creates a cohesive, data-driven team focused on achieving success.

Improvements should follow your sales process improvements, making sure you are always bringing all the relevant context and leveraging new tools and approaches to keep data clean and updated.