Defining Business Processes: CRM Success Strategy, Stage 1.3

Business processes are the heart of workflow and they can make all the difference in the performance of a company. Look at Walmart, love them or not, they know how to keep finding efficiencies in the business process from ordering product from the manufacturer, getting it delivered to their distribution centers, keeping inventory topped up in the stores and letting manufacturers know about reorders because someone just paid at one of their satellite connected point of sales terminals.

O.K. That's pretty macro view. Here's another component. Sales Processes.

Every company has existing sales processes and infrastructure, some have documented them, some have not. In order to define sales processes it is important to interview key members of the sales team and have all staff complete a questionnaire.

The questionnaire should cover lead generation and follow up, sales methodologies, new business development, account management processes, sales operations, expense management, and sales management reporting. If appropriate, find out what technology is used personally and consider training requirements.

As you see, the process can get pretty granular if it is a complex sales scenario. Some companies also "shadow" sales reps on calls to understand what they do well. These interviews and questionnaires are compiled and used as the basis to find a better way.