Map the work before adding another tool
A functional view of the commercial technology stack. Products can span several layers; the useful question is where information enters, how it changes and who acts on it.
01A framework for the work
CRM
Record accounts, relationships, opportunities and their current state.
Data and enrichment
Add the company, contact and other context needed for the workflow.
Signals and prioritization
Identify relevant changes and decide what deserves attention.
Commercial execution
Put approved actions into sellers’ and marketers’ working processes.
Conversation intelligence
Capture information from customer interactions and make it available for review.
Measurement and learning
Examine adoption, quality and business outcomes, then improve the workflow.
Start with the handoffs and gaps in your current process. A new tool is one possible intervention.
How we put this into practice ↗