It’s a Catch 22: You want your sales team to give you perfect CRM data while not spending time on manual data entry. Instead, you end up compromising by either not getting the complete data, or you force the team to do the data entry and waste 25% of their working hours each week with that tedious administrative task.
But it doesn’t have to be that way. Let’s do a simple experiment. We all know that a good salesperson needs to produce between 50 and 120 sales activities per day. These activities should be a mix of emails, phone calls, prospect meetings, etc.
Sounds simple, right? Not so fast. In addition to executing those activities, the salesperson has a lot of other things on their plate:
- Research contacts and accounts to learn more about them to inform what to say
- Come up with an intelligent approach to each account. The “Did you get eaten by a hippo?” email approach doesn’t work anymore. Prospects want to receive value from every interaction
- And after researching and executing an intelligent set of activities, the salesperson is supposed to log everything she did in the CRM
Let’s zoom in on logging sales activities. It is a known fact that the average salesperson engages about 100 people per week, out of which 50% are net new. And of those leads, according to Gleanster Research, 50% are qualified but not yet ready to buy, which means ongoing nurturing is needed.
That means on a typical day a salesperson will engage 10 existing contacts and 10 new ones.
She will execute a mix of 50 emails or phone calls and attend 1-5 meetings over the course of the day.
Now, let’s do some math. It takes her:
- 3-5 minutes to create a contact in the CRM (x 10 new per day)
- 1-3 minutes to log each email or a phone call in the CRM, depending on the toolkit
- 2-4 minutes to tag a contact role on an opportunity (AEs only)
So if our salesperson was diligent in performing all this data work (as they should be), she will spend more than two hours every day as follows (taking average time values):
- 4 minutes per new contact x 10 net new contacts to be created = 40 minutes
- 2 minutes per email/phone/meeting activity x 50 activities = 100 minutes
In addition, if she is making sure to update opportunity roles, that can easily add another half hour per day to her workload.
This means a diligent salesperson that cares about the integrity of your business data is roughly spending 2.3-3 hours every day doing manual data entry, out of 8 hours in the day. Do you really want your sales team to spend 30% of their time on data entry? Ugh.
And that percentage is only if the rep doesn’t take any breaks! Consider the cost of constant context switching, annoyance with being tasked with such a menial job that takes them away from selling. And your salespeople will be spending up to 50% of their time on data entry.
Or, they’ll spend no time at all, just not doing it. Because they aren’t incentivized to do so. You’re paying them for closed won deals, not data entry.
Either way, you lose.
That’s why it’s time to automate sales activity logging. Free your salespeople from that tedious time-suck, and improve your data quality through automation. Don’t kill your business for the lack of data.
To find out how People.ai can automate your sales activity logging, request a demo.