- Companies are keen on integrating external content: A large majority of knowledge workers say their organization has either fully (41%) or partially (35%) embedded externally published information into their CRM system. Of the remaining 14% of companies, half plan to integrate external content but haven’t done so yet.
- And embedded external content is regarded as highly important: Nearly 80% of sales professionals indicated that it is extremely important (34%) or very important (44%) for externally published information to be integrated and embedded into their company’s CRM system. Only 7% of sales professions consider this integration not very important or not at all important.
- But many sales professionals aren’t satisfied with the integration so far: While 17% of knowledge workers are extremely satisfied with the integration of externally published information into their company’s CRM system, this figure drops to just 5% for sales professionals. In fact, a large majority of salespeople — 61% — are somewhat satisfied or not very satisfied with their company’s integration of external content into the CRM system thus far.
- Several factors stand in the way of higher satisfaction: Salespeople identify four key gripes and potential areas of improvement for integration of external information into business applications like CRM systems — accuracy of content (34%), lack of training on how to leverage the information (32%), difficulty manipulating the data to meet their needs (32%), and insufficient search features and options (29%).
Outsell’s dialogue with clients and the marketplace uncovered a discrepancy in leaders’ opinions regarding the importance of content integration into enterprise applications and workflow. And this variation in opinion is especially prevalent when it comes to sales professionals’ desire for and current satisfaction with embedded content into their CRM systems like Salesforce, Sage , SAP, or homegrown applications. But findings from Outsell’s research put this squabble to bed, revealing a compelling argument in favor of integrating external information into enterprise applications — CRM systems in particular.
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Source: Outsell Insight product #1140