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Mike Lieberman, CEO and Chief Revenue ScientistWed, Dec 29, 2021 3 min read

Episode 15 – What’s Wrong With Revenue? 'You’re Not Harnessing The Power Of Your CRM'

This show aired LIVE on December 15, 2021. To watch the show on demand, click here.

In this episode of What’s Wrong With Revenue? we went deep on how the CRM helps your company better orchestrate sales execution, which inevitably helps the sales team drive more revenue.

If you’re considering redoing your sales process, stand in the shoes of your prospects. What do they want and need to get from your reps during your sales interactions?

Then build those steps into your CRM, automate as much as possible, facilitate efficiencies for your reps and provide your reps with tools that help them deliver a consistent story, experience and feeling of safety to ALL your prospects.

LIVECast-social-tile-square-15Putting your sales process into your CRM is like handing every sales rep a set of instructions and showing them exactly how to follow those instructions.

It might seem basic, but you’d be surprised how many decent-sized companies don’t know exactly what all their sales reps are doing on a day-to-day basis.

CRMs provide unmatched business intelligence to sales reps today, helping them create a remarkable experience for prospects.

With the click of a button, you can find out what content prospects have read, what videos they watched, what pages they visited, how many times they visited those pages, what chats they’ve engaged with on your site and more.

Today, reps start conversations with prospects using contextual details that quickly get the prospect feeling comfortable and safe with them and your company.

Technology alone rarely solves business challenges. Process improvements solve business challenges, and technology enables those process improvements to be delivered.

If you’re switching CRMs, identity what’s not working in the current system and what you’d like to be different in the new system. Create some use cases that help define what the new experience would feel like.

Also, include at least some of the sales reps in the use case development process and the review of potential CRM systems for consideration.

Involving them in the process in a manageable way will help with acceptance when you’re ready to roll it out to the entire team. 

To hear more on this topic and subscribe to the show, click here. Subscribers get updates on upcoming show content and a recording of the show delivered right to their inbox the day after the LIVECast. Anyone can submit questions here for us to answer live on the show.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.