Enhancing Global CRM Adoption Across 50+ Countries

At a glance

A global medical device company with affiliates in more than 50 countries faced fragmented, unreliable sales forecasts rooted in poor CRM adoption. True Blue designed and implemented a comprehensive program to improve adoption, drive better sales behaviors, and enhance transparency and managerial coaching around opportunity management — rescuing the ROI of a CRM rollout that was on track to fail.

Challenges

• Unreliable funnelsSales funnels were inaccurate and incomplete, with deals missing crucial information.
• No sales-cycle visibilityReps often entered deals only when the customer requested a quote.
• Poor contact managementMany reps never entered contact information into the CRM at all.

Solution

True Blue ran a phased, data-driven adoption program:

• Adoption audits assessing key metrics and identifying areas of low adoption
• A behavior change plan with training and coaching for sales team members
• Metrics to measure effectiveness, identify problem areas, and hold users accountable
• “Nudge” programs with customized communications to keep funnels accurate
• Gamification scoring reps, managers, and affiliates on CRM adoption

Benefits

1. Believable funnelsCRM adoption rose across all countries, making funnels more accurate, healthy, and larger.
2. Earlier visibilityReps began entering deals sooner, opening up the sales cycle to management.
3. Win-loss intelligenceLost deals finally got recorded, enabling real win-loss analysis.
4. ROI rescued and sustainedThe program saved a failing CRM investment, has expanded several times, and now runs automated with a support staff of three.