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How Do You Get Sales Reps to Actually Use the CRM?
impactplus.com
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[00:20:29] Brian McVicker: Built out the sequence with the templates of the emails, the call scripts, the LinkedIn connections that would be necessary to hope to hopefully get a name and an email address to engage with us and potentially come into this partner pipeline. “an object inherently means ownership. You can assign that partner relationship t- for someone to own, and then [00:21:00] inherently there's accountability.” [00:21:01] Jess Palmeri: Plus, you can tie leads to that partner object. You can t- tie potentially deals to that partner object so that you can actually quantify the value of that potential partner in your partner network. 'Cause there's always gonna be winners and losers. There will always be partners that you love to see at events, to high-five, as you said, because you know we are mutually, you know, in a beneficial relationship where they make you money and you make them money.
[00:18:42] Brian McVicker: Uh, we need to evaluate are you a good fit for us and we're a good fit for you? And so we used this, we built a scale in there that understands, like, are they objectively someone that we see connecting with that f- is a fit for Paragon? And then it's like, okay, we've evaluated that. Now we'll take them to the next step. “how do we get that individual to be- To go from being part of the program to actually sending us leads, which ultimately is obviously the, the end goal result that we have.” [00:19:15] Brian McVicker: That's why I went with the custom object. It obviously didn't fit into our g- our general sales pipeline, so this gave us the ability to work somewhere else, build some of those efficiencies. Uh, and then around that, I did what I'd call, like, the wraparound of, like, understanding with the, with my business development team where the frictions lie for them.
[00:16:42] Brian McVicker: Um, most of our business comes through referrals. I wanted to be able to understand what makes a good referral relationship and how, what are the steps that are necessary to take someone from, um, someone I just met at a show, at a trade show, to a referring, uh, uh, partner in our program. And so one of [00:17:00] the ways I, I did that is I built a cust- uh, a custom object. “I built pipelines in the custom object so then now I have analytical to understand, all right, how many new partners do I need to talk to in order to find one that is willing to be part of my program? And then once they become part of my program, how long does it take for them to actually refer, and how do I keep track of all these metrics?” [00:17:21] Brian McVicker: Meanwhile, I mean, we have hundreds of partners, and some of them are awesome partners. You know, I'd high-five them as I see them down the road. And some of them are ones that, like, you met, you thought it was gonna be the greatest thing ever, and it never went anywhere. Now, anec- anecdotally I could make some guesses as to why those people don't refer me or they chose to refer others, but I need data.