It must be a mystery because so few companies do it well!
CRM failure is usually linked to a faulty sales process definition!
One of the most common questions a sales consultant will ask, because so few companies have it right, is “What is your sales process?” It’s a common question I ask and the answers are often evasive, confused, too simple, or too complex and they all have something in common: the sales process was usually created without the consent of or input from the people who use it - - the salespeople.
Considering that the sales process (also referred to as stages or steps) is used for the sales forecast, the basis for so much of the company’s operations, it borders on stupid that the salespeople aren’t consulted on either the steps or the language by which they will manage their business and future.
Granted, some sales representatives welcome an obscure definition and structure. It helps them hide, avoid embarrassing questions, and control what management hears. However, it also obscures what management knows about the future revenue, cash flow inventory, and a host of other key business indicators…all because the salespeople were not consulted.
Sales Processes Cannot be Created in a Vacuum, or in the CEO’s Head
Understanding the sales steps that together make up the sales process should start with understanding how customers buy your products (a subject for another time), and then understanding how the most successful salespeople in your organization sell.