When I ask distributors to tell me what they want out of a CRM system, I frequently receive a list of features and functionality like “needs to link with Outlook” or “can manage leads.” But most CRM systems can provide those basics.

The real value of CRM comes when you focus on filling gaps in your sales process.

Let process drive your focus with CRM, and go beyond just a list of simple features to deepen the conversations with potential vendors. Get specific examples of how their solution can help you based on your company’s true needs.

In my new book from MDM, ROI from CRM, I talk about how to uncover gaps in your sales process by undergoing a CRM Audit, which can help you create a road map and wish list to get the most out of CRM.

Learn more about the importance of thinking differently about your CRM wish list in the video below:

Brian Gardner is author of ROI from CRM and founder of SalesProcess360, which is focused on helping industrial sales organizations think differently about sales process and get ROI from CRM. Learn more about SalesProcess360 at salesprocess360.com, and contact Gardner at brian.gardner@SalesProcess360.com.