{"id":32543,"date":"2019-09-22T09:00:03","date_gmt":"2019-09-22T12:00:03","guid":{"rendered":"https:\/\/www.agendor.com.br\/blog\/?p=32543"},"modified":"2023-05-15T16:40:17","modified_gmt":"2023-05-15T19:40:17","slug":"motivos-vendedores-nao-usam-crm","status":"publish","type":"post","link":"https:\/\/www.agendor.com.br\/blog\/motivos-vendedores-nao-usam-crm\/","title":{"rendered":"7 motivos pelos quais vendedores n\u00e3o usam seu CRM \u2013 e o que o gestor de vendas precisa fazer para melhorar isso – por Raul Candeloro, VendaMais."},"content":{"rendered":"

Ferramentas de CRM<\/a> (Cu<\/span>stomer<\/span> Rela<\/span>tionship<\/span> Man<\/span>agement,<\/span> ou<\/span> Ge<\/span>st\u00e3o<\/span> do<\/span> Rela<\/span>cionamento<\/span> c<\/span>om<\/span> Cli<\/span>entes)<\/span> s<\/span>\u00e3o<\/span> um<\/span> d<\/span>os<\/span> pri<\/span>meiros<\/span> inve<\/span>stimentos<\/span> q<\/span>ue<\/span> as<\/span> em<\/span>presas<\/span> bu<\/span>scam<\/span> f<\/span>azer<\/span> qu<\/span>ando<\/span> qu<\/span>erem<\/span> info<\/span>rmatizar<\/span> e<\/span> me<\/span>lhorar<\/span> a<\/span> efi<\/span>ci\u00eancia<\/span> d<\/span>os<\/span> s<\/span>eus<\/span> pro<\/span>cessos<\/span> de<\/span> ve<\/span>ndas.<\/span><\/span><\/p>\n

Si<\/span>stemas<\/span> ant<\/span>iquados,<\/span> c<\/span>omo<\/span> ca<\/span>dernos<\/span> es<\/span>critos<\/span> \u00e0<\/span> m<\/span>\u00e3o<\/span> e<\/span> pla<\/span>nilhas<\/span> de<\/span> E<\/span>xcel<\/span> s<\/span>\u00e3o<\/span> inst<\/span>rumentos<\/span> co<\/span>muns<\/span> (a<\/span>inda<\/span> ho<\/span>je!)<\/span> uti<\/span>lizados<\/span> p<\/span>or<\/span> ven<\/span>dedores<\/span> e<\/span> em<\/span>presas<\/span> p<\/span>ara<\/span> con<\/span>trolar<\/span> cli<\/span>entes,<\/span> pe<\/span>didos,<\/span> his<\/span>t\u00f3rico<\/span> de<\/span> co<\/span>mpras,<\/span> pen<\/span>d\u00eancias,<\/span> recl<\/span>ama\u00e7\u00f5es\u2026<\/span> a<\/span> l<\/span>ista<\/span> \u00e9<\/span> gr<\/span>ande!<\/span><\/span><\/p>\n

C<\/span>omo<\/span> es<\/span>tamos<\/span> no<\/span> s\u00e9<\/span>culo<\/span> X<\/span>XI,<\/span> obv<\/span>iamente<\/span> mu<\/span>itos<\/span> dir<\/span>etores<\/span> com<\/span>erciais<\/span> o<\/span>lham<\/span> p<\/span>ara<\/span> i<\/span>sso<\/span> e<\/span> pe<\/span>nsam:<\/span> \u201c\u00e9<\/span> um<\/span> ab<\/span>surdo<\/span> \u2013<\/span> t<\/span>odo<\/span> m<\/span>undo<\/span> t<\/span>em<\/span> um<\/span> ce<\/span>lular<\/span> h<\/span>oje,<\/span> cl<\/span>ientes<\/span> fa<\/span>zendo<\/span> pe<\/span>didos<\/span> on<\/span>line,<\/span> p<\/span>or<\/span> Wha<\/span>tsapp\u2026<\/span> e<\/span> a<\/span> g<\/span>ente<\/span> a<\/span>inda<\/span> no<\/span> pa<\/span>pel.<\/span> V<\/span>amos<\/span> me<\/span>lhorar<\/span> is<\/span>so!\u201d.<\/span><\/span><\/p>\n

F<\/span>ora<\/span> i<\/span>sso,<\/span> t<\/span>em<\/span> a<\/span> qu<\/span>est\u00e3o<\/span> de<\/span> ge<\/span>st\u00e3o<\/span> da<\/span> inf<\/span>orma\u00e7\u00e3o<\/span> p<\/span>ara<\/span> to<\/span>mada<\/span> de<\/span> dec<\/span>is\u00f5es:<\/span> q<\/span>ual<\/span> \u00e9<\/span> exa<\/span>tamente<\/span> a<\/span> si<\/span>tua\u00e7\u00e3o<\/span> de<\/span> c<\/span>ada<\/span> cl<\/span>iente,<\/span> c<\/span>ada<\/span> pe<\/span>dido,<\/span> c<\/span>ada<\/span> ven<\/span>dedor\/a?<\/span> Um<\/span> ge<\/span>stor<\/span> de<\/span> ve<\/span>ndas<\/span> ger<\/span>almente<\/span> N<\/span>\u00c3O<\/span> S<\/span>ABE.<\/span><\/span><\/p>\n

A<\/span> m<\/span>aior<\/span> p<\/span>arte<\/span> d<\/span>os<\/span> rel<\/span>at\u00f3rios<\/span> s<\/span>\u00e3o<\/span> no<\/span> es<\/span>tilo<\/span> q<\/span>ue<\/span> eu<\/span> c<\/span>hamo<\/span> de<\/span> \u2018e<\/span>spelho<\/span> retr<\/span>ovisor\u2019:<\/span> se<\/span>mpre<\/span> ol<\/span>hando<\/span> p<\/span>ara<\/span> t<\/span>r\u00e1s.<\/span> Fec<\/span>hamento<\/span> d<\/span>os<\/span> \u00fal<\/span>timos<\/span> 7 d<\/span>ias,<\/span> 15 d<\/span>ias,<\/span> 30 d<\/span>ias,<\/span> tri<\/span>mestre.<\/span> M<\/span>as<\/span> t<\/span>udo<\/span> q<\/span>ue<\/span> J\u00c1<\/span> F<\/span>OI.<\/span> J\u00e1<\/span> aco<\/span>nteceu.<\/span> \u00c9<\/span> pa<\/span>ssado.<\/span><\/span><\/p>\n

P<\/span>ior:<\/span> o<\/span> ge<\/span>stor<\/span> mu<\/span>itas<\/span> v<\/span>ezes<\/span> t<\/span>em<\/span> q<\/span>ue<\/span> es<\/span>perar<\/span> a<\/span>t\u00e9<\/span> o<\/span> d<\/span>ia<\/span> 5 ou<\/span> 10 do<\/span> m<\/span>\u00eas<\/span> se<\/span>guinte<\/span> p<\/span>ara<\/span> re<\/span>ceber<\/span> e<\/span>sse<\/span> rel<\/span>at\u00f3rio<\/span> e<\/span> s<\/span>aber<\/span> c<\/span>omo<\/span> fe<\/span>chou<\/span> o<\/span> m<\/span>\u00eas<\/span> pa<\/span>ssado.<\/span> M<\/span>esmo<\/span> em<\/span>presas<\/span> m<\/span>ais<\/span> r\u00e1<\/span>pidas<\/span> ger<\/span>almente<\/span> n<\/span>\u00e3o<\/span> con<\/span>seguem<\/span> o<\/span> fec<\/span>hamento<\/span> a<\/span>t\u00e9<\/span> o<\/span> d<\/span>ia<\/span> 2 ou<\/span> 3.<\/span><\/p>\n

O<\/span> dire<\/span>tor\/gestor<\/span> e<\/span>nt\u00e3o<\/span> co<\/span>nvoca<\/span> u<\/span>ma<\/span> re<\/span>uni\u00e3o<\/span> p<\/span>ara<\/span> re<\/span>visar<\/span> os<\/span> n\u00fa<\/span>meros<\/span> c<\/span>om<\/span> a<\/span> eq<\/span>uipe<\/span> e,<\/span> c<\/span>aso<\/span> nec<\/span>ess\u00e1rio,<\/span> f<\/span>azer<\/span> al<\/span>guns<\/span> aj<\/span>ustes<\/span> e<\/span> imp<\/span>lementar<\/span> mu<\/span>dan\u00e7as<\/span> q<\/span>ue<\/span> me<\/span>lhorem<\/span> ind<\/span>icadores<\/span> e<\/span> tr<\/span>agam<\/span> res<\/span>ultados<\/span> o<\/span> m<\/span>ais<\/span> r\u00e1<\/span>pido<\/span> pos<\/span>s\u00edvel.<\/span><\/span><\/p>\n

Prov<\/span>avelmente<\/span> j\u00e1<\/span> es<\/span>tamos<\/span> no<\/span> d<\/span>ia<\/span> 15 ou<\/span> 20 d<\/span>este<\/span> m<\/span>\u00eas<\/span> \u2013<\/span> ou<\/span> s<\/span>eja,<\/span> m<\/span>ais<\/span> um<\/span> m<\/span>\u00eas<\/span> pa<\/span>ssou.<\/span><\/span><\/p>\n

T<\/span>udo<\/span> le<\/span>nto,<\/span> atr<\/span>asado,<\/span> p<\/span>ouco<\/span> con<\/span>fi\u00e1vel.<\/span><\/span><\/p>\n

N<\/span>\u00e3o<\/span> d\u00e1<\/span> m<\/span>ais<\/span> p<\/span>ara<\/span> ve<\/span>nder<\/span> a<\/span>ssim<\/span> \u2013<\/span> pre<\/span>cisamos<\/span> ev<\/span>oluir<\/span> rap<\/span>idamente<\/span> em<\/span> Ve<\/span>ndas<\/span> ou<\/span> se<\/span>remos<\/span> atr<\/span>opelados<\/span> p<\/span>or<\/span> conc<\/span>orrentes<\/span> m<\/span>ais<\/span> \u00e1g<\/span>eis,<\/span> ate<\/span>ndendo<\/span> de<\/span>mandas<\/span> de<\/span> cl<\/span>ientes<\/span> c<\/span>ada<\/span> v<\/span>ez<\/span> m<\/span>ais<\/span> exi<\/span>gentes.<\/span><\/span><\/p>\n

E<\/span>nt\u00e3o<\/span> t<\/span>er<\/span> C<\/span>RM<\/span> ou<\/span> n<\/span>\u00e3o<\/span> t<\/span>er<\/span> j\u00e1<\/span> n<\/span>\u00e3o<\/span> \u00e9<\/span> m<\/span>ais<\/span> a<\/span> con<\/span>versa.<\/span> \u00c9<\/span> m<\/span>ais<\/span> ou<\/span> m<\/span>enos<\/span> c<\/span>omo<\/span> d<\/span>izer<\/span> se<\/span> co<\/span>mpra<\/span> um<\/span> c<\/span>arro<\/span> ou<\/span> co<\/span>ntinua<\/span> an<\/span>dando<\/span> de<\/span> ca<\/span>rro\u00e7a.<\/span> D\u00e1<\/span> p<\/span>ara<\/span> con<\/span>tinuar<\/span> an<\/span>dando<\/span> de<\/span> ca<\/span>rro\u00e7a?<\/span> C<\/span>laro<\/span> q<\/span>ue<\/span> s<\/span>im.<\/span> C<\/span>hega<\/span> 3 d<\/span>ias<\/span> de<\/span>pois,<\/span> m<\/span>uito<\/span> m<\/span>ais<\/span> ca<\/span>nsado,<\/span> n<\/span>\u00e3o<\/span> pr<\/span>ecisa<\/span> ap<\/span>render<\/span> n<\/span>ada<\/span> n<\/span>ovo\u2026<\/span> m<\/span>as<\/span> \u00e9<\/span> v<\/span>elho<\/span> e<\/span> ultr<\/span>apassado.<\/span><\/span><\/p>\n

P<\/span>or<\/span> o<\/span>utro<\/span> l<\/span>ado,<\/span> s\u00f3<\/span> <\/span>implantar o CRM<\/a> ta<\/span>mb\u00e9m<\/span> n<\/span>\u00e3o<\/span> fun<\/span>ciona.<\/span> V\u00e1<\/span>rios<\/span> es<\/span>tudos<\/span> de<\/span> cons<\/span>ultorias<\/span> espe<\/span>cializadas<\/span> mo<\/span>stram<\/span> q<\/span>ue<\/span> e<\/span>ntre<\/span> 20 e<\/span> 50% d<\/span>as<\/span> impl<\/span>anta\u00e7\u00f5es<\/span> de<\/span> C<\/span>RM<\/span> s<\/span>\u00e3o<\/span> um<\/span> fra<\/span>casso.<\/span><\/span><\/p>\n

P<\/span>ior:<\/span> se<\/span>gundo<\/span> es<\/span>tudos<\/span> da<\/span> C<\/span>SO<\/span> In<\/span>sights<\/span> s<\/span>obre<\/span> S<\/span>PO<\/span> (S<\/span>ales<\/span> Per<\/span>formance<\/span> Opti<\/span>mization,<\/span> ou<\/span> Oti<\/span>miza\u00e7\u00e3o<\/span> da<\/span> Per<\/span>formance<\/span> de<\/span> Ve<\/span>ndas),<\/span> en<\/span>quanto<\/span> au<\/span>mentam<\/span> os<\/span> inve<\/span>stimentos<\/span> em<\/span> tec<\/span>nologia<\/span> p<\/span>ara<\/span> a<\/span> \u00e1<\/span>rea<\/span> de<\/span> ve<\/span>ndas,<\/span> ao<\/span> m<\/span>esmo<\/span> t<\/span>empo<\/span> a<\/span> T<\/span>AM<\/span> (<\/span>taxa<\/span> de<\/span> ati<\/span>ngimento<\/span> de<\/span> me<\/span>tas)<\/span> d<\/span>as<\/span> eq<\/span>uipes<\/span> de<\/span> ve<\/span>ndas<\/span> e<\/span>st\u00e1<\/span> CA<\/span>INDO!<\/span><\/span><\/p>\n

Es<\/span>tudos<\/span> da<\/span> Acc<\/span>enture<\/span> mo<\/span>stram<\/span> ta<\/span>mb\u00e9m<\/span> u<\/span>ma<\/span> des<\/span>conex\u00e3o<\/span> e<\/span>ntre<\/span> os<\/span> obj<\/span>etivos<\/span> d<\/span>os<\/span> ge<\/span>stores<\/span> com<\/span>erciais<\/span> e<\/span> da<\/span> eq<\/span>uipe<\/span> de<\/span> ve<\/span>ndas.<\/span><\/span><\/p>\n

P<\/span>ara<\/span> os<\/span> ge<\/span>stores<\/span> com<\/span>erciais,<\/span> s<\/span>uas<\/span> 3 pri<\/span>ncipais<\/span> pri<\/span>oridades<\/span> s<\/span>\u00e3o:<\/span><\/span><\/p>\n

1) <\/span>Conquistar contas\/clientes novos.<\/a><\/p>\n

2) Me<\/span>lhorar<\/span> a<\/span> ef<\/span>ic\u00e1cia<\/span> do<\/span> <\/span>processo comercial<\/a>.<\/span><\/span><\/p>\n

3) Ve<\/span>nder<\/span> m<\/span>ais<\/span> p<\/span>ara<\/span> cl<\/span>ientes<\/span> at<\/span>uais.<\/span><\/span><\/p>\n

P<\/span>ara<\/span> as<\/span> eq<\/span>uipes<\/span> de<\/span> ve<\/span>ndas,<\/span> as<\/span> 3 pri<\/span>ncipais<\/span> pri<\/span>oridades<\/span> ci<\/span>tadas<\/span> na<\/span> pe<\/span>squisa<\/span> fo<\/span>ram:<\/span><\/span><\/p>\n

1) Me<\/span>lhorar<\/span> a<\/span> sat<\/span>isfa\u00e7\u00e3o<\/span> d<\/span>os<\/span> cli<\/span>entes.<\/span><\/span><\/p>\n

2) Me<\/span>lhorar<\/span> a<\/span> ef<\/span>ic\u00e1cia<\/span> do<\/span> pr<\/span>ocesso<\/span> com<\/span>ercial<\/span> (<\/span>pelo<\/span> m<\/span>enos<\/span> i<\/span>sto<\/span> e<\/span>st\u00e1<\/span> i<\/span>gual<\/span> a<\/span>os<\/span> l\u00edd<\/span>eres).<\/span><\/span><\/p>\n

3) Me<\/span>lhorar<\/span> tr<\/span>abalho<\/span> in<\/span>terno,<\/span> em<\/span> eq<\/span>uipe,<\/span> p<\/span>ara<\/span> ve<\/span>nder<\/span> m<\/span>ais.<\/span><\/span><\/p>\n

P<\/span>or<\/span> a\u00ed<\/span> j\u00e1<\/span> d\u00e1<\/span> p<\/span>ara<\/span> v<\/span>er<\/span> c<\/span>omo<\/span> n<\/span>\u00e3o<\/span> ad<\/span>ianta<\/span> ch<\/span>egar<\/span> c<\/span>om<\/span> u<\/span>ma<\/span> fer<\/span>ramenta<\/span> n<\/span>ova,<\/span> c<\/span>omo<\/span> C<\/span>RM,<\/span> e<\/span> j\u00e1<\/span> a<\/span>char<\/span> q<\/span>ue<\/span> t<\/span>odo<\/span> m<\/span>undo<\/span> v<\/span>ai<\/span> u<\/span>sar,<\/span> se<\/span> v<\/span>\u00e3o<\/span> qu<\/span>erer<\/span> u<\/span>sa<\/span> ou<\/span> C<\/span>OMO,<\/span> P<\/span>ARA<\/span> Q<\/span>UE<\/span> v<\/span>\u00e3o<\/span> u<\/span>sar.<\/span><\/span><\/p>\n

N<\/span>em<\/span> os<\/span> OBJ<\/span>ETIVOS<\/span> e<\/span>st\u00e3o<\/span> ali<\/span>nhados\u2026<\/span> im<\/span>agine<\/span> o<\/span> u<\/span>so<\/span> de<\/span> ferr<\/span>amentas.<\/span><\/span><\/p>\n

Ou<\/span>tros<\/span> d<\/span>ados<\/span> inte<\/span>ressantes<\/span> da<\/span> pe<\/span>squisa<\/span> da<\/span> Acc<\/span>enture:<\/span><\/span><\/p>\n

–<\/span> 59% d<\/span>os<\/span> ven<\/span>dedores<\/span> a<\/span>cham<\/span> q<\/span>ue<\/span> s<\/span>\u00e3o<\/span> obr<\/span>igados<\/span> a<\/span> u<\/span>sar<\/span> fer<\/span>ramentas<\/span> de<\/span> ve<\/span>ndas<\/span> \/apl<\/span>icativos<\/span> DE<\/span>MAIS.<\/span><\/span><\/p>\n

–<\/span> 58% d<\/span>os<\/span> ven<\/span>dedores<\/span> a<\/span>cham<\/span> q<\/span>ue<\/span> e<\/span>ssas<\/span> ferrame<\/span>ntas\/aplicativos<\/span> s<\/span>\u00e3o<\/span> us<\/span>adas<\/span> p<\/span>ara<\/span> CO<\/span>NTROLE<\/span> e<\/span> n<\/span>\u00e3o<\/span> p<\/span>ara<\/span> mel<\/span>horia.<\/span><\/span><\/p>\n

–<\/span> 56% d<\/span>os<\/span> ven<\/span>dedores<\/span> a<\/span>cham<\/span> q<\/span>ue<\/span> as<\/span> ferrame<\/span>ntas\/aplicativos<\/span> n<\/span>\u00e3o<\/span> f<\/span>oram<\/span> adaptad<\/span>os\/customizados<\/span> p<\/span>ara<\/span> s<\/span>ua<\/span> rea<\/span>lidade<\/span> no<\/span> d<\/span>ia<\/span> a<\/span> d<\/span>ia.<\/span><\/span><\/p>\n

Con<\/span>clus\u00e3o:<\/span> n<\/span>\u00e3o<\/span> \u00e9<\/span> de<\/span> es<\/span>pantar<\/span> q<\/span>ue<\/span> enc<\/span>ontremos<\/span> u<\/span>ma<\/span> t<\/span>axa<\/span> en<\/span>orme<\/span> e<\/span> ab<\/span>surda<\/span> de<\/span> fra<\/span>cassos<\/span> na<\/span> imp<\/span>lanta\u00e7\u00e3o<\/span> de<\/span> pr<\/span>ojetos<\/span> n<\/span>essa<\/span> \u00e1<\/span>rea<\/span> de<\/span> C<\/span>RM.<\/span><\/span><\/p>\n

7 motivos pelos quais vendedores n\u00e3o usam seu CRM<\/h2>\n

Col<\/span>ocadas<\/span> e<\/span>stas<\/span> inf<\/span>orma\u00e7\u00f5es<\/span> c<\/span>omo<\/span> int<\/span>rodu\u00e7\u00e3o,<\/span> per<\/span>mita-me<\/span> co<\/span>mentar<\/span> os<\/span> 7 pri<\/span>ncipais<\/span> e<\/span>rros<\/span> q<\/span>ue<\/span> v<\/span>emos<\/span> na<\/span> n<\/span>ossa<\/span> con<\/span>sultoria<\/span> em<\/span> pr<\/span>ojetos<\/span> de<\/span> imp<\/span>lanta\u00e7\u00e3o<\/span> de<\/span> C<\/span>RM<\/span> (e<\/span> c<\/span>omo<\/span> evit<\/span>\u00e1-los!):<\/span><\/span><\/p>\n

1) Falta de objetivos claramente definidos<\/h3>\n

Qu<\/span>alquer<\/span> pr<\/span>ojeto<\/span> q<\/span>ue<\/span> n<\/span>\u00e3o<\/span> t<\/span>enha<\/span> um<\/span> ob<\/span>jetivo<\/span> cla<\/span>ramente<\/span> de<\/span>finido<\/span> j\u00e1<\/span> au<\/span>menta<\/span> s<\/span>ua<\/span> ch<\/span>ances<\/span> de<\/span> fra<\/span>casso,<\/span> a<\/span>inda<\/span> m<\/span>ais<\/span> em<\/span> Ve<\/span>ndas.<\/span><\/span><\/p>\n

Q<\/span>ual<\/span> \u00e9<\/span> exa<\/span>tamente<\/span> o<\/span> <\/span>objetivo do CRM<\/a>?<\/span><\/span><\/p>\n

–<\/span> Au<\/span>mentar<\/span> vendas<\/span>\/faturamento?<\/span><\/span><\/p>\n

–<\/span> Me<\/span>lhorar<\/span> \u00edn<\/span>dices<\/span> de<\/span> sat<\/span>isfa\u00e7\u00e3o<\/span> de<\/span> cli<\/span>entes?<\/span><\/span><\/p>\n

–<\/span> Di<\/span>minuir<\/span> t<\/span>empo<\/span> de<\/span> ve<\/span>nda?<\/span><\/span><\/p>\n

–<\/span> Me<\/span>lhorar<\/span> t<\/span>axas<\/span> de<\/span> con<\/span>vers\u00e3o<\/span> de<\/span> n<\/span>ovas<\/span> oportuni<\/span>dades\/prospects?<\/span><\/span><\/p>\n

N<\/span>ote<\/span> q<\/span>ue<\/span> c<\/span>ada<\/span> u<\/span>ma<\/span> d<\/span>as<\/span> def<\/span>ini\u00e7\u00f5es<\/span> p<\/span>ode<\/span> s<\/span>er<\/span> u<\/span>sada<\/span> \u2026<\/span> m<\/span>as<\/span> se<\/span> v<\/span>oc\u00ea<\/span> u<\/span>sar<\/span> to<\/span>das,<\/span> t<\/span>er\u00e1<\/span> u<\/span>ma<\/span> t<\/span>otal<\/span> f<\/span>alta<\/span> de<\/span> f<\/span>oco<\/span> e<\/span> de<\/span> prio<\/span>ridades.<\/span><\/span><\/p>\n

Um<\/span> pr<\/span>ojeto<\/span> q<\/span>ue<\/span> co<\/span>me\u00e7a<\/span> s<\/span>em<\/span> def<\/span>ini\u00e7\u00e3o<\/span> de<\/span> <\/span>ROI<\/a> (r<\/span>etorno<\/span> s<\/span>obre<\/span> inve<\/span>stimento)<\/span> n<\/span>\u00e3o<\/span> co<\/span>nsegue<\/span> de<\/span>pois<\/span> rea<\/span>lmente<\/span> m<\/span>edir<\/span> se<\/span> d<\/span>eu<\/span> res<\/span>ultado<\/span> ou<\/span> n<\/span>\u00e3o.<\/span><\/span><\/p>\n

Q<\/span>ual<\/span> o<\/span> R<\/span>OI<\/span> es<\/span>perado<\/span> de<\/span> um<\/span> C<\/span>RM?<\/span> V<\/span>oc\u00ea<\/span> pr<\/span>ecisa<\/span> f<\/span>azer<\/span> e<\/span>ssa<\/span> pe<\/span>rgunta<\/span> e<\/span> e<\/span>star<\/span> pre<\/span>parado\/a<\/span> p<\/span>ara<\/span> res<\/span>pond\u00ea-la<\/span> A<\/span>NTES<\/span> de<\/span> co<\/span>me\u00e7ar<\/span> qu<\/span>alquer<\/span> impl<\/span>anta\u00e7\u00e3o.<\/span><\/span><\/p>\n

Ex<\/span>istem<\/span> 4 gr<\/span>andes<\/span> p\u00fa<\/span>blicos<\/span> p<\/span>ara<\/span> v<\/span>oc\u00ea<\/span> av<\/span>aliar<\/span> a<\/span>qui:<\/span><\/span><\/p>\n

–<\/span> O<\/span> q<\/span>ue<\/span> a<\/span> EM<\/span>PRESA<\/span> v<\/span>ai<\/span> ga<\/span>nhar<\/span> c<\/span>om<\/span> i<\/span>sso?<\/span><\/span><\/p>\n

–<\/span> O<\/span> q<\/span>ue<\/span> os<\/span> GE<\/span>STORES<\/span> v<\/span>\u00e3o<\/span> ga<\/span>nhar<\/span> c<\/span>om<\/span> i<\/span>sso?<\/span><\/span><\/p>\n

–<\/span> O<\/span> q<\/span>ue<\/span> os<\/span> VEN<\/span>DEDORES<\/span> v<\/span>\u00e3o<\/span> ga<\/span>nhar<\/span> c<\/span>om<\/span> i<\/span>sso?<\/span><\/span><\/p>\n

–<\/span> O<\/span> q<\/span>ue<\/span> os<\/span> CL<\/span>IENTES<\/span> v<\/span>\u00e3o<\/span> ga<\/span>nhar<\/span> c<\/span>om<\/span> i<\/span>sso?<\/span><\/span><\/p>\n

N<\/span>ote<\/span> c<\/span>omo,<\/span> tra<\/span>balhado<\/span> d<\/span>esta<\/span> fo<\/span>rma,<\/span> v<\/span>oc\u00ea<\/span> j\u00e1<\/span> co<\/span>me\u00e7a<\/span> a<\/span> en<\/span>volver<\/span> t<\/span>odas<\/span> as<\/span> pa<\/span>rtes<\/span> inte<\/span>ressadas<\/span> na<\/span> con<\/span>stru\u00e7\u00e3o<\/span> de<\/span> u<\/span>ma<\/span> v<\/span>is\u00e3o<\/span> po<\/span>sitiva<\/span> do<\/span> fu<\/span>turo,<\/span> fun<\/span>damental<\/span> se<\/span> qu<\/span>iser<\/span> t<\/span>er<\/span> ade<\/span>r\u00eancia<\/span> e<\/span> eng<\/span>ajamento<\/span> nec<\/span>ess\u00e1rios<\/span> p<\/span>ara<\/span> q<\/span>ue<\/span> o<\/span> pr<\/span>ojeto<\/span> g<\/span>anhe<\/span> e<\/span> ma<\/span>ntenha<\/span> tr<\/span>a\u00e7\u00e3o.<\/span><\/span><\/p>\n

2) Confundir estrat\u00e9gico com t\u00e1tico\/operacional<\/h3>\n

Mu<\/span>itas<\/span> em<\/span>presas<\/span> imp<\/span>lementam<\/span> um<\/span> C<\/span>RM<\/span> (rel<\/span>embrando<\/span> o<\/span> sig<\/span>nificado<\/span> da<\/span> si<\/span>gla:<\/span> ge<\/span>st\u00e3o<\/span> de<\/span> rela<\/span>cionamento<\/span> c<\/span>om<\/span> cli<\/span>entes)<\/span> m<\/span>as<\/span> no<\/span> f<\/span>undo<\/span> o<\/span> q<\/span>ue<\/span> e<\/span>st\u00e1<\/span> fa<\/span>zendo<\/span> \u00e9<\/span> C<\/span>DM<\/span> (Cu<\/span>stomer<\/span> D<\/span>ata<\/span> Man<\/span>agement,<\/span> ou<\/span> Ge<\/span>st\u00e3o<\/span> d<\/span>as<\/span> Inf<\/span>orma\u00e7\u00f5es<\/span> d<\/span>os<\/span> Cli<\/span>entes).<\/span><\/span><\/p>\n

As<\/span> d<\/span>uas<\/span> co<\/span>isas<\/span> s<\/span>\u00e3o<\/span> imp<\/span>ortantes<\/span> e<\/span> va<\/span>liosas<\/span> m<\/span>as<\/span> s<\/span>\u00e3o<\/span> b<\/span>em<\/span> dif<\/span>erentes.<\/span><\/span><\/p>\n

C<\/span>RM<\/span> \u00e9<\/span> estr<\/span>at\u00e9gico.<\/span><\/span><\/p>\n

C<\/span>DM<\/span> \u00e9<\/span> oper<\/span>acional.<\/span><\/span><\/p>\n

\u00c9<\/span> c<\/span>omo<\/span> co<\/span>mprar<\/span> u<\/span>ma<\/span> Fe<\/span>rrari<\/span> p<\/span>ara<\/span> a<\/span>ndar<\/span> n<\/span>uma<\/span> es<\/span>trada<\/span> esb<\/span>uracada<\/span> de<\/span> b<\/span>arro<\/span> \u2013<\/span> a<\/span> c<\/span>ulpa<\/span> n<\/span>\u00e3o<\/span> \u00e9<\/span> do<\/span> ve<\/span>\u00edculo.<\/span> \u00c9<\/span> da<\/span> f<\/span>alta<\/span> de<\/span> plan<\/span>ejamento<\/span> de<\/span> q<\/span>uem<\/span> e<\/span>st\u00e1<\/span> dir<\/span>igindo.<\/span><\/span><\/p>\n

Se<\/span> o<\/span> C<\/span>RM<\/span> n<\/span>\u00e3o<\/span> at<\/span>ende<\/span> e<\/span> n<\/span>em<\/span> ben<\/span>eficia<\/span> os<\/span> 4 gr<\/span>andes<\/span> p\u00fa<\/span>blicos<\/span> (em<\/span>presa,<\/span> ges<\/span>tores,<\/span> ven<\/span>dedores,<\/span> cli<\/span>entes)<\/span> e<\/span> se<\/span>rvir<\/span> ap<\/span>enas<\/span> c<\/span>omo<\/span> pl<\/span>anilha<\/span> sofi<\/span>sticada,<\/span> v<\/span>ai<\/span> s<\/span>er<\/span> boi<\/span>cotada<\/span> po<\/span>rque<\/span> ni<\/span>ngu\u00e9m,<\/span> no<\/span> fu<\/span>ndo,<\/span> v<\/span>ai<\/span> a<\/span>char<\/span> q<\/span>ue<\/span> v<\/span>ale<\/span> a<\/span> p<\/span>ena<\/span> in<\/span>vestir<\/span> t<\/span>empo<\/span> e<\/span> en<\/span>ergia<\/span> na<\/span>quilo<\/span> (m<\/span>esmo<\/span> t<\/span>endo<\/span> cu<\/span>stado<\/span> car<\/span>\u00edssimo<\/span> co<\/span>mprar<\/span> e<\/span> imp<\/span>lantar).<\/span><\/span><\/p>\n

3) Lideran\u00e7a despreparada e o excesso de indicadores\/relat\u00f3rios in\u00fateis<\/h3>\n

P<\/span>or<\/span> q<\/span>ue<\/span> ta<\/span>ntos<\/span> vend<\/span>edores\/as<\/span> BO<\/span>ICOTAM<\/span> os<\/span> si<\/span>stemas<\/span> de<\/span> C<\/span>RM?<\/span><\/span><\/p>\n

Pri<\/span>meiro,<\/span> c<\/span>omo<\/span> j\u00e1<\/span> v<\/span>imos<\/span> an<\/span>tes,<\/span> po<\/span>rque<\/span> a<\/span> v<\/span>is\u00e3o<\/span> q<\/span>ue<\/span> se<\/span> t<\/span>em<\/span> \u00e9<\/span> de<\/span> u<\/span>ma<\/span> fer<\/span>ramenta<\/span> de<\/span> CON<\/span>TROLE.<\/span> Ni<\/span>ngu\u00e9m<\/span> g<\/span>osta<\/span> de<\/span> s<\/span>er<\/span> con<\/span>trolado.<\/span><\/span><\/p>\n

Se<\/span>gundo,<\/span> po<\/span>rque<\/span> d\u00e1<\/span> tr<\/span>abalho<\/span> t<\/span>er<\/span> q<\/span>ue<\/span> co<\/span>locar<\/span> as<\/span> inf<\/span>orma\u00e7\u00f5es<\/span> no<\/span> si<\/span>stema.<\/span> T<\/span>er<\/span> q<\/span>ue<\/span> tra<\/span>balhar<\/span> a<\/span> m<\/span>ais<\/span> (m<\/span>esmo<\/span> q<\/span>ue<\/span> s<\/span>eja<\/span> s\u00f3<\/span> per<\/span>cep\u00e7\u00e3o<\/span> e<\/span> n<\/span>\u00e3o<\/span> rea<\/span>lidade)<\/span> p<\/span>ara<\/span> s<\/span>er<\/span> con<\/span>trolado<\/span> \u00e9<\/span> dup<\/span>lamente<\/span> neg<\/span>ativo.<\/span><\/span><\/p>\n

Ter<\/span>ceiro,<\/span> po<\/span>rque<\/span> n<\/span>\u00e3o<\/span> v<\/span>\u00eaem<\/span> ne<\/span>nhum<\/span> BEN<\/span>EF\u00cdCIO<\/span> CO<\/span>NCRETO<\/span> no<\/span> s<\/span>eu<\/span> d<\/span>ia<\/span> a<\/span> d<\/span>ia.<\/span> Se<\/span> um<\/span> C<\/span>RM<\/span> aj<\/span>udasse<\/span> de<\/span> ve<\/span>rdade<\/span> o<\/span>\/a<\/span> ven<\/span>dedor\/a<\/span> a<\/span> VE<\/span>NDER<\/span> M<\/span>AIS<\/span> e<\/span> ga<\/span>nhar<\/span> m<\/span>ais<\/span> din<\/span>heiro,<\/span> p<\/span>ode<\/span> t<\/span>er<\/span> ce<\/span>rteza<\/span> ab<\/span>soluta<\/span> q<\/span>ue<\/span> o<\/span>s\/as<\/span> vend<\/span>edores\/as<\/span> i<\/span>am<\/span> F<\/span>AZER<\/span> F<\/span>ILA<\/span> p<\/span>ara<\/span> u<\/span>sar<\/span> o<\/span> C<\/span>RM.<\/span> I<\/span>am<\/span> br<\/span>igar<\/span> p<\/span>or<\/span> e<\/span>le.<\/span> Q<\/span>uer<\/span> m<\/span>exer<\/span> de<\/span> ve<\/span>rdade<\/span> c<\/span>om<\/span> um<\/span> ven<\/span>dedor?<\/span> M<\/span>exa<\/span> c<\/span>om<\/span> s<\/span>eu<\/span> BO<\/span>LSO!<\/span><\/span><\/p>\n

E<\/span> o<\/span> C<\/span>RM,<\/span> do<\/span> j<\/span>eito<\/span> q<\/span>ue<\/span> a<\/span> m<\/span>aior<\/span> p<\/span>arte<\/span> d<\/span>as<\/span> em<\/span>presas<\/span> u<\/span>sa,<\/span> m<\/span>exe<\/span> no<\/span> b<\/span>olso<\/span> de<\/span> ma<\/span>neira<\/span> cl<\/span>ara,<\/span> indi<\/span>scut\u00edvel<\/span> do<\/span> ven<\/span>dedor?<\/span> N<\/span>\u00e3o<\/span> m<\/span>exe.<\/span><\/span><\/p>\n

E<\/span>le<\/span> s\u00f3<\/span> re<\/span>cebe<\/span> rel<\/span>at\u00f3rios<\/span> e<\/span> n\u00fa<\/span>meros<\/span> q<\/span>ue,<\/span> s<\/span>em<\/span> s<\/span>erem<\/span> tra<\/span>duzidos,<\/span> ana<\/span>lisados,<\/span> rev<\/span>isados<\/span> de<\/span> ma<\/span>neira<\/span> inte<\/span>ligente,<\/span> no<\/span> f<\/span>undo<\/span> n<\/span>\u00e3o<\/span> ag<\/span>regam<\/span> n<\/span>ada<\/span> e<\/span> p<\/span>ior,<\/span> de<\/span>mandam<\/span> a<\/span>inda<\/span> m<\/span>ais<\/span> t<\/span>empo<\/span> de<\/span> u<\/span>ma<\/span> ag<\/span>enda<\/span> j\u00e1<\/span> co<\/span>rrida.<\/span><\/span><\/p>\n

A<\/span>l\u00e9m<\/span> de<\/span> t<\/span>udo<\/span> q<\/span>ue<\/span> j\u00e1<\/span> t<\/span>em<\/span> p<\/span>ara<\/span> fa<\/span>zer,<\/span> a<\/span>gora<\/span> o<\/span>\/a<\/span> ve<\/span>ndedor<\/span> t<\/span>em<\/span> q<\/span>ue<\/span> p<\/span>arar<\/span> um<\/span> d<\/span>ia<\/span> p<\/span>or<\/span> m<\/span>\u00eas<\/span> p<\/span>ara<\/span> re<\/span>visar<\/span> 15 fo<\/span>lhas<\/span> de<\/span> gr<\/span>\u00e1ficos<\/span> e<\/span> indi<\/span>cadores.<\/span><\/span><\/p>\n

Q<\/span>uem<\/span> de<\/span>veria<\/span> e<\/span>star<\/span> fa<\/span>zendo<\/span> i<\/span>sto<\/span> s<\/span>\u00e3o<\/span> os<\/span> GE<\/span>STORES<\/span> e<\/span> GES<\/span>TORAS.<\/span> \u00c9<\/span> u<\/span>ma<\/span> f<\/span>alha<\/span> cl<\/span>ara,<\/span> gr<\/span>itante<\/span> q<\/span>ue<\/span> eu<\/span> v<\/span>ejo<\/span> na<\/span> lid<\/span>eran\u00e7a<\/span> com<\/span>ercial<\/span> de<\/span> h<\/span>oje.<\/span> Ge<\/span>stor<\/span> q<\/span>ue<\/span> n<\/span>\u00e3o<\/span> s<\/span>abe<\/span> tra<\/span>balhar<\/span> c<\/span>om<\/span> pla<\/span>nilha,<\/span> ind<\/span>icador<\/span> e<\/span> q<\/span>ue<\/span> n<\/span>\u00e3o<\/span> t<\/span>em<\/span> o<\/span> pen<\/span>samento<\/span> cr<\/span>\u00edtico<\/span> e<\/span> est<\/span>rat\u00e9gico<\/span> nec<\/span>ess\u00e1rio<\/span> p<\/span>ara<\/span> dir<\/span>ecionar<\/span> a<\/span> eq<\/span>uipe<\/span> de<\/span> ve<\/span>ndas<\/span> p<\/span>ara<\/span> me<\/span>lhoria<\/span> de<\/span> pro<\/span>cessos<\/span> e<\/span>st\u00e1<\/span> sobre<\/span>carregando<\/span> desnec<\/span>essariamente<\/span> a<\/span> eq<\/span>uipe.<\/span><\/span><\/p>\n

Res<\/span>ultado:<\/span> a<\/span> eq<\/span>uipe<\/span> se<\/span> re<\/span>volta<\/span> (<\/span>de<\/span> ma<\/span>neira<\/span> ju<\/span>sta,<\/span> al<\/span>i\u00e1s)<\/span> e<\/span> bo<\/span>icota<\/span> o<\/span> C<\/span>RM.<\/span><\/span><\/p>\n

Ca<\/span>nsei<\/span> de<\/span> v<\/span>er<\/span> apre<\/span>senta\u00e7\u00f5es<\/span> o<\/span>nde<\/span> o<\/span> ge<\/span>stor<\/span> (m<\/span>uitas<\/span> v<\/span>ezes<\/span> um<\/span> di<\/span>retor<\/span> da<\/span> em<\/span>presa)<\/span> mo<\/span>stra<\/span> ta<\/span>ntos<\/span> n\u00fa<\/span>meros<\/span> q<\/span>ue<\/span> e<\/span>u,<\/span> no<\/span> fu<\/span>ndo,<\/span> f<\/span>ico<\/span> pe<\/span>nsando<\/span> \u201c<\/span>Est\u00e1<\/span> per<\/span>dido\u201d.<\/span><\/span><\/p>\n

A<\/span> pe<\/span>ssoa<\/span> q<\/span>ue<\/span> s<\/span>abe<\/span> o<\/span> q<\/span>ue<\/span> e<\/span>st\u00e1<\/span> fa<\/span>zendo,<\/span> de<\/span> ve<\/span>rdade,<\/span> j\u00e1<\/span> fi<\/span>ltrou<\/span> o<\/span> q<\/span>ue<\/span> \u00e9<\/span> ess<\/span>encial<\/span> e<\/span> p<\/span>assa<\/span> i<\/span>sso<\/span> p<\/span>ara<\/span> a<\/span> eq<\/span>uipe<\/span> de<\/span> ve<\/span>ndas,<\/span> c<\/span>om<\/span> dir<\/span>etrizes<\/span> e<\/span> expl<\/span>ica\u00e7\u00f5es.<\/span><\/span><\/p>\n

So<\/span>terrar<\/span> eq<\/span>uipe<\/span> c<\/span>om<\/span> inf<\/span>orma\u00e7\u00e3o<\/span> desn<\/span>ecess\u00e1ria<\/span> \u00e9<\/span> s<\/span>inal<\/span> de<\/span> lid<\/span>eran\u00e7a<\/span> in<\/span>segura<\/span> e<\/span> desp<\/span>reparada.<\/span><\/span><\/p>\n

4) N\u00e3o respeitar curva de aprendizado\/ado\u00e7\u00e3o<\/h3>\n

J\u00e1<\/span> d<\/span>eve<\/span> t<\/span>er<\/span> aco<\/span>ntecido<\/span> c<\/span>om<\/span> v<\/span>oc\u00ea:<\/span> al<\/span>guma<\/span> c<\/span>oisa<\/span> ac<\/span>ontece<\/span> c<\/span>om<\/span> s<\/span>ua<\/span> m<\/span>\u00e3o<\/span> ou<\/span> p<\/span>ulso<\/span> e<\/span> p<\/span>or<\/span> al<\/span>guns<\/span> d<\/span>ias<\/span> v<\/span>oc\u00ea<\/span> pr<\/span>ecisa<\/span> f<\/span>azer<\/span> as<\/span> co<\/span>isas<\/span> de<\/span> ma<\/span>neira<\/span> dif<\/span>erente.<\/span> P<\/span>or<\/span> ex<\/span>emplo,<\/span> esc<\/span>rever,<\/span> co<\/span>mer,<\/span> a<\/span>brir<\/span> u<\/span>ma<\/span> po<\/span>rta,<\/span> es<\/span>covar<\/span> os<\/span> de<\/span>ntes.<\/span><\/span><\/p>\n

S<\/span>\u00e3o<\/span> co<\/span>isas<\/span> q<\/span>ue<\/span> v<\/span>oc\u00ea<\/span> j\u00e1<\/span> f<\/span>ez<\/span> ta<\/span>ntas<\/span> v<\/span>ezes<\/span> na<\/span> s<\/span>ua<\/span> v<\/span>ida<\/span> q<\/span>ue<\/span> vi<\/span>raram<\/span> ro<\/span>tina.<\/span> V<\/span>oc\u00ea<\/span> f<\/span>az<\/span> no<\/span> pi<\/span>loto<\/span> aut<\/span>om\u00e1tico,<\/span> n<\/span>\u00e3o<\/span> pr<\/span>ecisa<\/span> pe<\/span>nsar<\/span> n<\/span>ada.<\/span><\/span><\/p>\n

De<\/span> re<\/span>pente\u2026<\/span> m<\/span>uda.<\/span> V<\/span>oc\u00ea<\/span> a<\/span>gora<\/span> pr<\/span>ecisa<\/span> f<\/span>azer<\/span> um<\/span> p<\/span>ouco<\/span> dif<\/span>erente.<\/span><\/span><\/p>\n

J\u00e1<\/span> aco<\/span>nteceu<\/span> c<\/span>om<\/span> v<\/span>oc\u00ea?<\/span> En<\/span>tende<\/span> o<\/span> q<\/span>ue<\/span> e<\/span>stou<\/span> qu<\/span>erendo<\/span> di<\/span>zer.<\/span><\/span><\/p>\n

O<\/span> s<\/span>er<\/span> hu<\/span>mano<\/span> \u00e9<\/span> um<\/span> an<\/span>imal<\/span> de<\/span> h\u00e1<\/span>bitos.<\/span> Bu<\/span>scamos<\/span> natu<\/span>ralmente<\/span> z<\/span>onas<\/span> de<\/span> con<\/span>forto,<\/span> a<\/span> com<\/span>odidade,<\/span> te<\/span>ntamos<\/span> eco<\/span>nomizar<\/span> t<\/span>empo<\/span> e<\/span> en<\/span>ergia<\/span> se<\/span>mpre<\/span> q<\/span>ue<\/span> po<\/span>demos.<\/span><\/span><\/p>\n

Qu<\/span>ando<\/span> v<\/span>oc\u00ea<\/span> imp<\/span>lementa<\/span> um<\/span> si<\/span>stema<\/span> n<\/span>ovo,<\/span> o<\/span> q<\/span>ue<\/span> a<\/span>ntes<\/span> e<\/span>ra<\/span> f<\/span>eito<\/span> de<\/span> um<\/span> j<\/span>eito<\/span> p<\/span>assa<\/span> a<\/span> s<\/span>er<\/span> f<\/span>eito<\/span> de<\/span> ou<\/span>tro.<\/span><\/span><\/p>\n

A<\/span>ntes<\/span> le<\/span>vava<\/span> 10 seg<\/span>undos,<\/span> a<\/span>gora<\/span> (p<\/span>orque<\/span> e<\/span>stou<\/span> apr<\/span>endendo)<\/span> l<\/span>eva<\/span> 20.<\/span><\/p>\n

\u00c9<\/span> na<\/span>tural<\/span> q<\/span>ue<\/span> al<\/span>gumas<\/span> pe<\/span>ssoas<\/span> pa<\/span>ssem<\/span> p<\/span>or<\/span> e<\/span>sse<\/span> pr<\/span>ocesso<\/span> de<\/span> mu<\/span>dan\u00e7a<\/span> de<\/span> ma<\/span>neira<\/span> m<\/span>ais<\/span> r\u00e1pi<\/span>da\/\u00e1gil,<\/span> a<\/span>ssim<\/span> c<\/span>omo<\/span> \u00e9<\/span> na<\/span>tural<\/span> es<\/span>perar<\/span> q<\/span>ue<\/span> al<\/span>gumas<\/span> s<\/span>ejam<\/span> m<\/span>ais<\/span> le<\/span>ntas<\/span> e<\/span> q<\/span>ue<\/span> al<\/span>gumas<\/span> s<\/span>ejam<\/span> a<\/span>t\u00e9<\/span> resi<\/span>stentes.<\/span><\/span><\/p>\n

N<\/span>\u00e3o<\/span> \u00e9<\/span> res<\/span>ist\u00eancia<\/span> ao<\/span> C<\/span>RM<\/span> \u2013<\/span> \u00e9<\/span> res<\/span>ist\u00eancia<\/span> \u00e0<\/span> MU<\/span>DAN\u00c7A.<\/span><\/span><\/p>\n

Em<\/span> Cr<\/span>ossing<\/span> t<\/span>he<\/span> Ch<\/span>asm,<\/span> Ge<\/span>offrey<\/span> M<\/span>oore<\/span> de<\/span>finiu<\/span> o<\/span> q<\/span>ue<\/span> ch<\/span>amou<\/span> de<\/span> C<\/span>urva<\/span> de<\/span> Ad<\/span>o\u00e7\u00e3o,<\/span> q<\/span>ue<\/span> s<\/span>erve<\/span> t<\/span>anto<\/span> p<\/span>ara<\/span> produ<\/span>tos\/servi\u00e7os<\/span> qu<\/span>anto<\/span> n<\/span>ovas<\/span> tecn<\/span>ologias.<\/span><\/span><\/p>\n

\"crm-vendedores\"<\/p>\n

Pr<\/span>ojetos<\/span> de<\/span> imp<\/span>lanta\u00e7\u00e3o<\/span> de<\/span> C<\/span>RM<\/span> pr<\/span>ecisam<\/span> en<\/span>tender<\/span> e<\/span> res<\/span>peitar<\/span> e<\/span>sta<\/span> c<\/span>urva<\/span> se<\/span> qu<\/span>iserem<\/span> q<\/span>ue<\/span> s<\/span>uas<\/span> eq<\/span>uipes<\/span> de<\/span> ve<\/span>ndas<\/span> rea<\/span>lmente<\/span> ad<\/span>otem<\/span> e<\/span> us<\/span>ufruam<\/span> d<\/span>os<\/span> ben<\/span>ef\u00edcios<\/span> pot<\/span>enciais<\/span> da<\/span> fer<\/span>ramenta<\/span> no<\/span> s<\/span>eu<\/span> d<\/span>ia<\/span> a<\/span> d<\/span>ia.<\/span><\/span><\/p>\n

5) Falhas no processo comercial<\/h3>\n

Se<\/span>gundo<\/span> es<\/span>tudos<\/span> de<\/span> espe<\/span>cialistas<\/span> na<\/span> \u00e1<\/span>rea,<\/span> as<\/span> em<\/span>presas<\/span> re<\/span>visam<\/span> ser<\/span>iamente<\/span> s<\/span>ua<\/span> est<\/span>rat\u00e9gia<\/span> p<\/span>elo<\/span> m<\/span>enos<\/span> u<\/span>ma<\/span> v<\/span>ez<\/span> a<\/span> c<\/span>ada<\/span> 2 a<\/span>nos,<\/span> en<\/span>quanto<\/span> pro<\/span>cessos<\/span> in<\/span>ternos<\/span> s<\/span>\u00e3o<\/span> rev<\/span>isados<\/span> a<\/span> c<\/span>ada<\/span> 5 ou<\/span> 7 a<\/span>nos.<\/span><\/span><\/p>\n

I<\/span>sso<\/span> c<\/span>ria<\/span> um<\/span> g<\/span>ap<\/span> c<\/span>laro<\/span> e<\/span> n<\/span>\u00e3o<\/span> \u00e9<\/span> a<\/span> imp<\/span>lanta\u00e7\u00e3o<\/span> de<\/span> um<\/span> C<\/span>RM<\/span> (<\/span>ou<\/span> de<\/span> qu<\/span>alquer<\/span> o<\/span>utra<\/span> ferrame<\/span>nta\/tecnologia)<\/span> q<\/span>ue<\/span> v<\/span>ai<\/span> re<\/span>solver<\/span> i<\/span>sso.<\/span><\/span><\/p>\n

C<\/span>RM<\/span> n<\/span>\u00e3o<\/span> re<\/span>solve<\/span> pro<\/span>blemas<\/span> de<\/span> posic<\/span>ionamento,<\/span> n<\/span>\u00e3o<\/span> re<\/span>solve<\/span> f<\/span>alta<\/span> de<\/span> <\/span>treinamento na equipe<\/a>,<\/span> n<\/span>\u00e3o<\/span> re<\/span>solve<\/span> argumen<\/span>ta\u00e7\u00e3o\/negocia\u00e7\u00e3o<\/span> fr<\/span>aca,<\/span> n<\/span>\u00e3o<\/span> re<\/span>solve<\/span> eq<\/span>uipe<\/span> c<\/span>om<\/span> pe<\/span>rfil<\/span> er<\/span>rado\u2026<\/span><\/span><\/p>\n

C<\/span>RM<\/span> v<\/span>em<\/span> p<\/span>ara<\/span> aj<\/span>udar<\/span> a<\/span> org<\/span>anizar<\/span> e<\/span> am<\/span>pliar<\/span> opor<\/span>tunidades<\/span> do<\/span> q<\/span>ue<\/span> J\u00c1<\/span> E<\/span>ST\u00c1<\/span> S<\/span>ENDO<\/span> FE<\/span>ITO.<\/span> Se<\/span> o<\/span> q<\/span>ue<\/span> e<\/span>st\u00e1<\/span> s<\/span>endo<\/span> f<\/span>eito<\/span> e<\/span>st\u00e1<\/span> er<\/span>rado,<\/span> def<\/span>asado,<\/span> desa<\/span>tualizado,<\/span> \u00e9<\/span> inef<\/span>iciente,<\/span> e<\/span>nt\u00e3o<\/span> n<\/span>\u00e3o<\/span> po<\/span>demos<\/span> es<\/span>perar<\/span> q<\/span>ue<\/span> o<\/span> C<\/span>RM<\/span> mag<\/span>icamente<\/span> re<\/span>solva<\/span> i<\/span>sso.<\/span><\/span><\/p>\n

Con<\/span>tinuamos<\/span> pre<\/span>cisando<\/span> t<\/span>er<\/span> n<\/span>ota<\/span> 10 em<\/span> t<\/span>odas<\/span> as<\/span> \u00e1<\/span>reas<\/span> da<\/span> ge<\/span>st\u00e3o<\/span> com<\/span>ercial<\/span> se<\/span> rea<\/span>lmente<\/span> qui<\/span>sermos<\/span> t<\/span>irar<\/span> o<\/span> m\u00e1<\/span>ximo<\/span> de<\/span> pr<\/span>oveito<\/span> do<\/span> C<\/span>RM:<\/span><\/span><\/p>\n

–<\/span> Eq<\/span>uipe<\/span> t<\/span>em<\/span> o<\/span> pe<\/span>rfil<\/span> co<\/span>rreto?<\/span><\/span><\/p>\n

–<\/span> N<\/span>osso<\/span> pr<\/span>ocesso<\/span> de<\/span> <\/span>recrutamento e sele\u00e7\u00e3o<\/a> e<\/span>st\u00e1<\/span> atu<\/span>alizado<\/span> e<\/span> \u00e9<\/span> efi<\/span>ciente?<\/span><\/span><\/p>\n

–<\/span> N<\/span>ossa<\/span> eq<\/span>uipe<\/span> de<\/span> ve<\/span>ndas<\/span> e<\/span>st\u00e1<\/span> tr<\/span>einada<\/span> e<\/span> s<\/span>endo<\/span> dese<\/span>nvolvida<\/span> n<\/span>os<\/span> conh<\/span>ecimentos<\/span> e<\/span> hab<\/span>ilidades<\/span> nece<\/span>ss\u00e1rios?<\/span><\/span><\/p>\n

–<\/span> T<\/span>emos<\/span> def<\/span>ini\u00e7\u00e3o<\/span> c<\/span>lara<\/span> d<\/span>os<\/span> ind<\/span>icadores<\/span> prio<\/span>rit\u00e1rios<\/span> na<\/span> \u00e1<\/span>rea<\/span> com<\/span>ercial?<\/span><\/span><\/p>\n

–<\/span> Sa<\/span>bemos<\/span> av<\/span>aliar<\/span> e<\/span> t<\/span>omar<\/span> de<\/span>cis\u00f5es<\/span> ba<\/span>seadas<\/span> n<\/span>os<\/span> indi<\/span>cadores?<\/span><\/span><\/p>\n

–<\/span> T<\/span>emos<\/span> um<\/span> pr<\/span>ocesso<\/span> co<\/span>rreto,<\/span> cl<\/span>aro,<\/span> efi<\/span>ciente,<\/span> de<\/span> com<\/span>unica\u00e7\u00e3o<\/span> c<\/span>om<\/span> a<\/span> eq<\/span>uipe?<\/span><\/span><\/p>\n

–<\/span> T<\/span>emos<\/span> um<\/span> <\/span>processo definido de feedback<\/a> ind<\/span>ividual<\/span> c<\/span>om<\/span> c<\/span>ada<\/span> me<\/span>mbro<\/span> da<\/span> eq<\/span>uipe,<\/span> ba<\/span>seado<\/span> n<\/span>os<\/span> ind<\/span>icadores<\/span> de<\/span> perf<\/span>ormance?<\/span><\/span><\/p>\n

–<\/span> N<\/span>osso<\/span> p<\/span>lano<\/span> de<\/span> rem<\/span>unera\u00e7\u00e3o<\/span> e<\/span>st\u00e1<\/span> al<\/span>inhado<\/span> c<\/span>om<\/span> obj<\/span>etivos<\/span> da<\/span> em<\/span>presa,<\/span> ati<\/span>ngimento<\/span> de<\/span> me<\/span>tas,<\/span> ev<\/span>olu\u00e7\u00e3o<\/span> de<\/span> indi<\/span>cadores,<\/span> dire<\/span>cionamento<\/span> e<\/span> est\u00edmu<\/span>lo\/motiva\u00e7\u00e3o<\/span> da<\/span> eq<\/span>uipe<\/span> de<\/span> ve<\/span>ndas?<\/span><\/span><\/p>\n

–<\/span> T<\/span>emos<\/span> um<\/span> pr<\/span>ocesso<\/span> de<\/span>finido<\/span> de<\/span> re<\/span>vis\u00e3o<\/span> est<\/span>rat\u00e9gica<\/span> do<\/span> n<\/span>osso<\/span> plan<\/span>ejamento,<\/span> ba<\/span>seado<\/span> n<\/span>os<\/span> indi<\/span>cadores?<\/span><\/span><\/p>\n

N<\/span>ote<\/span> q<\/span>ue<\/span> n<\/span>um<\/span> ce<\/span>n\u00e1rio<\/span> de<\/span>sses<\/span> o<\/span> C<\/span>RM<\/span> \u00e9<\/span> fan<\/span>t\u00e1stico:<\/span> a<\/span>juda<\/span> c<\/span>om<\/span> q<\/span>uase<\/span> t<\/span>udo,<\/span> d\u00e1<\/span> cl<\/span>areza,<\/span> agi<\/span>lidade,<\/span> ra<\/span>pidez,<\/span> seg<\/span>uran\u00e7a,<\/span> confi<\/span>abilidade,<\/span> direc<\/span>ionamento.<\/span><\/span><\/p>\n

N<\/span>ote<\/span> ta<\/span>mb\u00e9m<\/span> q<\/span>ue,<\/span> c<\/span>aso<\/span> v<\/span>oc\u00ea<\/span> n<\/span>\u00e3o<\/span> t<\/span>enha<\/span> t<\/span>udo<\/span> i<\/span>sso<\/span> q<\/span>ue<\/span> a<\/span> ge<\/span>st\u00e3o<\/span> efi<\/span>ciente<\/span> de<\/span> u<\/span>ma<\/span> eq<\/span>uipe<\/span> com<\/span>ercial<\/span> de<\/span>manda,<\/span> C<\/span>RM<\/span> n<\/span>\u00e3o<\/span> aj<\/span>uda.<\/span> N<\/span>\u00e3o<\/span> t<\/span>em<\/span> m\u00e1<\/span>gica.<\/span><\/span><\/p>\n

De<\/span>senhe<\/span> m<\/span>uito<\/span> b<\/span>em<\/span> s<\/span>eu<\/span> mo<\/span>delo<\/span> de<\/span> ve<\/span>ndas,<\/span> os<\/span> pro<\/span>cessos<\/span> com<\/span>erciais<\/span> e<\/span> a\u00ed<\/span> s<\/span>im<\/span> s<\/span>eu<\/span> C<\/span>RM<\/span> v<\/span>ai<\/span> br<\/span>ilhar.<\/span><\/span><\/p>\n

6) Falta de apoio da lideran\u00e7a<\/h3>\n

Ne<\/span>nhum<\/span> pr<\/span>ojeto<\/span> de<\/span> gr<\/span>ande<\/span> es<\/span>cala<\/span> n<\/span>uma<\/span> em<\/span>presa<\/span> rea<\/span>lmente<\/span> av<\/span>an\u00e7a<\/span> s<\/span>em<\/span> a<\/span>poio<\/span> \u2018<\/span>de<\/span> ci<\/span>ma\u2019.<\/span><\/span><\/p>\n

A<\/span> me<\/span>lhor<\/span> f<\/span>orma<\/span> de<\/span> l<\/span>idar<\/span> c<\/span>om<\/span> i<\/span>sso<\/span> \u00e9<\/span> cr<\/span>iando<\/span> um<\/span> co<\/span>mit\u00ea<\/span> exe<\/span>cutivo<\/span> p<\/span>ara<\/span> cu<\/span>idar<\/span> do<\/span> pr<\/span>ojeto.<\/span><\/span><\/p>\n

Um<\/span> b<\/span>om<\/span> co<\/span>mit\u00ea<\/span> v<\/span>ai<\/span> e<\/span>star<\/span> di<\/span>vidido<\/span> em<\/span> 3 n\u00ed<\/span>veis:<\/span><\/span><\/p>\n

I)<\/span> Co<\/span>mit\u00ea<\/span> estr<\/span>at\u00e9gico:<\/span> a<\/span>lta<\/span> lid<\/span>eran\u00e7a<\/span> (di<\/span>retores)<\/span> +<\/span> repr<\/span>esentantes<\/span> do<\/span> Co<\/span>mit\u00ea<\/span> T\u00e1<\/span>tico,<\/span> re<\/span>uni\u00f5es<\/span> me<\/span>nsais,<\/span> dire<\/span>cionamento<\/span> estr<\/span>at\u00e9gico,<\/span> qu<\/span>est\u00f5es<\/span> cul<\/span>turais<\/span> da<\/span> em<\/span>presa<\/span> e<\/span> interd<\/span>epartamentais,<\/span> acom<\/span>panhamento<\/span> de<\/span> ind<\/span>icadores<\/span> prio<\/span>rit\u00e1rios.<\/span><\/span><\/p>\n

I<\/span>I)<\/span> Co<\/span>mit\u00ea<\/span> t\u00e1<\/span>tico:<\/span> gerente<\/span>s\/supervisores<\/span> +<\/span> repr<\/span>esentantes<\/span> do<\/span> Co<\/span>mit\u00ea<\/span> Oper<\/span>acional,<\/span> re<\/span>uni\u00f5es<\/span> sem<\/span>anais,<\/span> f<\/span>oco<\/span> em<\/span> pro<\/span>cessos,<\/span> ro<\/span>tinas,<\/span> ava<\/span>lia\u00e7\u00e3o<\/span> de<\/span> perf<\/span>ormance,<\/span> acomp<\/span>anhamento,<\/span> re<\/span>vis\u00e3o<\/span> e<\/span> pl<\/span>anos<\/span> de<\/span> me<\/span>lhoria<\/span> de<\/span> ind<\/span>icadores<\/span> prio<\/span>rit\u00e1rios.<\/span><\/span><\/p>\n

I<\/span>II)<\/span> Co<\/span>mit\u00ea<\/span> oper<\/span>acional:<\/span> enc<\/span>ontros<\/span> peri\u00f3di<\/span>cos\/frequentes<\/span> (2<\/span> ou<\/span> 3x \/se<\/span>mana),<\/span> m<\/span>ais<\/span> r\u00e1<\/span>pidos,<\/span> f<\/span>oco<\/span> no<\/span> q<\/span>ue<\/span> e<\/span>st\u00e1<\/span> d<\/span>ando<\/span> c<\/span>erto<\/span> e<\/span> func<\/span>ionando,<\/span> o<\/span> q<\/span>ue<\/span> n<\/span>\u00e3o<\/span> e<\/span>st\u00e1,<\/span> q<\/span>uem<\/span> e<\/span>st\u00e1<\/span> c<\/span>om<\/span> difi<\/span>culdades<\/span> e<\/span> q<\/span>uem<\/span> e<\/span>st\u00e1<\/span> i<\/span>ndo<\/span> b<\/span>em,<\/span> l<\/span>ista<\/span> de<\/span> sug<\/span>est\u00f5es,<\/span> come<\/span>nt\u00e1rios,<\/span> el<\/span>ogios<\/span> e<\/span> rec<\/span>lama\u00e7\u00f5es<\/span> p<\/span>ara<\/span> ava<\/span>lia\u00e7\u00e3o<\/span> p<\/span>elo<\/span> Co<\/span>mit\u00ea<\/span> T\u00e1<\/span>tico.<\/span><\/span><\/p>\n

Imp<\/span>lanta\u00e7\u00e3o<\/span> de<\/span> C<\/span>RM<\/span> en<\/span>volve<\/span> u<\/span>ma<\/span> gr<\/span>ande<\/span> MU<\/span>DAN\u00c7A<\/span> DE<\/span> H\u00c1<\/span>BITOS,<\/span> e<\/span>nt\u00e3o<\/span> en<\/span>volver<\/span> o<\/span> m\u00e1<\/span>ximo<\/span> po<\/span>ss\u00edvel<\/span> as<\/span> pe<\/span>ssoas<\/span> n<\/span>esse<\/span> pr<\/span>ocesso<\/span> de<\/span> mu<\/span>dan\u00e7a,<\/span> c<\/span>om<\/span> c<\/span>lara<\/span> part<\/span>icipa\u00e7\u00e3o<\/span> e<\/span> a<\/span>poio<\/span> da<\/span> dir<\/span>etoria,<\/span> v<\/span>ai<\/span> au<\/span>mentar<\/span> m<\/span>uito<\/span> eng<\/span>ajamento<\/span> e<\/span> ch<\/span>ances<\/span> de<\/span> su<\/span>cesso.<\/span><\/span><\/p>\n

7) Quest\u00f5es culturais internas<\/h3>\n

D<\/span>uas<\/span> sit<\/span>ua\u00e7\u00f5es<\/span> esp<\/span>ec\u00edficas<\/span> o<\/span>nde<\/span> eu<\/span> v<\/span>ejo<\/span> a<\/span> cu<\/span>ltura<\/span> in<\/span>terna<\/span> imp<\/span>actando<\/span> for<\/span>temente<\/span> ch<\/span>ances<\/span> de<\/span> su<\/span>cesso<\/span> de<\/span> imp<\/span>lanta\u00e7\u00e3o<\/span> de<\/span> um<\/span> C<\/span>RM:<\/span><\/span><\/p>\n

a)<\/span> Cu<\/span>ltura<\/span> d<\/span>os<\/span> mod<\/span>ismos:<\/span> ac<\/span>ontece<\/span> qu<\/span>ando<\/span> t<\/span>emos<\/span> u<\/span>ma<\/span> em<\/span>presa<\/span> o<\/span>nde<\/span> u<\/span>m\/a<\/span> ou<\/span> m<\/span>ais<\/span> d<\/span>os<\/span> dir<\/span>etores<\/span> g<\/span>osta<\/span> m<\/span>uito<\/span> de<\/span> imp<\/span>lantar<\/span> nov<\/span>idades<\/span> m<\/span>as<\/span> de<\/span>pois<\/span> n<\/span>\u00e3o<\/span> d\u00e1<\/span> cont<\/span>inuidade.<\/span> M<\/span>uita<\/span> ini<\/span>ciativa<\/span> e<\/span> p<\/span>ouca<\/span> aca<\/span>bativa.<\/span> M<\/span>uito<\/span> ent<\/span>usiasmo<\/span> p<\/span>ara<\/span> co<\/span>me\u00e7ar<\/span> o<\/span> pr<\/span>ojeto<\/span> m<\/span>as<\/span> p<\/span>ouca<\/span> pers<\/span>ist\u00eancia<\/span> p<\/span>ara<\/span> l<\/span>idar<\/span> c<\/span>om<\/span> as<\/span> difi<\/span>culdades<\/span> q<\/span>ue<\/span> natu<\/span>ralmente<\/span> sur<\/span>gir\u00e3o.<\/span><\/span><\/p>\n

Ne<\/span>stes<\/span> c<\/span>asos<\/span> o<\/span> C<\/span>RM<\/span> f<\/span>ica<\/span> rap<\/span>idamente<\/span> esq<\/span>uecido<\/span> e<\/span> p<\/span>assa<\/span> a<\/span> s<\/span>er<\/span> v<\/span>isto<\/span> c<\/span>omo<\/span> um<\/span> brin<\/span>quedinho<\/span> c<\/span>aro<\/span> q<\/span>ue<\/span> ni<\/span>ngu\u00e9m<\/span> u<\/span>sa<\/span> de<\/span> ve<\/span>rdade.<\/span><\/span><\/p>\n

b)<\/span> Cu<\/span>ltura<\/span> da<\/span> medi<\/span>ocridade:<\/span> pa<\/span>lavra<\/span> f<\/span>orte<\/span> m<\/span>as<\/span> es<\/span>colhi<\/span> \u00e0<\/span> pro<\/span>p\u00f3sito.<\/span> Os<\/span> jap<\/span>oneses<\/span> t<\/span>em<\/span> um<\/span> t<\/span>ermo<\/span> p<\/span>ara<\/span> de<\/span>finir<\/span> a<\/span> me<\/span>lhora<\/span> co<\/span>nt\u00ednua<\/span> q<\/span>ue<\/span> \u00e9<\/span> KA<\/span>IZEN.<\/span> O<\/span> op<\/span>osto<\/span> do<\/span> Ka<\/span>izen<\/span><\/a> n<\/span>\u00e3o<\/span> \u00e9<\/span> o<\/span> Ka<\/span>imal,<\/span> c<\/span>omo<\/span> br<\/span>incou<\/span> o<\/span>utro<\/span> d<\/span>ia<\/span> um<\/span> a<\/span>migo<\/span> m<\/span>eu.<\/span> Po<\/span>rque<\/span> a<\/span> p<\/span>iora<\/span> co<\/span>nt\u00ednua<\/span> se<\/span>mpre<\/span> ac<\/span>aba.<\/span> Qu<\/span>ebra<\/span> a<\/span> em<\/span>presa,<\/span> al<\/span>gu\u00e9m<\/span> \u00e9<\/span> dem<\/span>itido,<\/span> al<\/span>guma<\/span> c<\/span>oisa<\/span> ac<\/span>ontece<\/span> c<\/span>om<\/span> a<\/span> p<\/span>iora<\/span> con<\/span>t\u00ednua.<\/span><\/span><\/p>\n

O<\/span> p<\/span>ior<\/span> \u00e9<\/span> a<\/span> medi<\/span>ocridade<\/span> con<\/span>stante.<\/span><\/span><\/p>\n

C<\/span>om<\/span> um<\/span> C<\/span>RM<\/span> corr<\/span>etamente<\/span> imp<\/span>lantado<\/span> co<\/span>me\u00e7am<\/span> a<\/span> ap<\/span>arecer<\/span> INDI<\/span>CADORES.<\/span> De<\/span> re<\/span>pente,<\/span> v<\/span>oc\u00ea<\/span> t<\/span>em<\/span> tran<\/span>spar\u00eancia,<\/span> t<\/span>em<\/span> ac<\/span>esso<\/span> a<\/span> info<\/span>rma\u00e7\u00f5es,<\/span> t<\/span>em<\/span> rel<\/span>at\u00f3rios<\/span> e<\/span> ind<\/span>icadores<\/span> cl<\/span>aros<\/span> q<\/span>ue<\/span> pe<\/span>rmite<\/span> acomp<\/span>anhamento,<\/span> sup<\/span>ervis\u00e3o,<\/span> re<\/span>vis\u00e3o,<\/span> an<\/span>\u00e1lise\u2026<\/span><\/span><\/p>\n

I<\/span>sso<\/span> as<\/span>susta<\/span> m<\/span>uita<\/span> ge<\/span>nte.<\/span> De<\/span> u<\/span>ma<\/span> h<\/span>ora<\/span> p<\/span>ara<\/span> a<\/span> o<\/span>utra<\/span> pa<\/span>ssam<\/span> a<\/span> s<\/span>er<\/span> co<\/span>brados<\/span> \u2013<\/span> a<\/span> ma<\/span>mata<\/span> e<\/span> a<\/span> com<\/span>odidade<\/span> aca<\/span>baram.<\/span><\/span><\/p>\n

Se<\/span> a<\/span> em<\/span>presa<\/span> t<\/span>em<\/span> a<\/span> cu<\/span>ltura<\/span> do<\/span> Ka<\/span>izen,<\/span> as<\/span> rec<\/span>lama\u00e7\u00f5es<\/span> d<\/span>as<\/span> pe<\/span>ssoas<\/span> aco<\/span>modadas<\/span> v<\/span>\u00e3o<\/span> f<\/span>icar<\/span> evi<\/span>dentes<\/span> p<\/span>elo<\/span> q<\/span>ue<\/span> s<\/span>\u00e3o<\/span> \u2013<\/span> g<\/span>ente<\/span> boi<\/span>cotando<\/span> um<\/span> pr<\/span>ocesso<\/span> de<\/span> mel<\/span>horia.<\/span><\/span><\/p>\n

Se<\/span> a<\/span> em<\/span>presa<\/span> t<\/span>em<\/span> a<\/span> cu<\/span>ltura<\/span> da<\/span> medi<\/span>ocridade,<\/span> as<\/span> rec<\/span>lama\u00e7\u00f5es<\/span> s<\/span>\u00e3o<\/span> AMPL<\/span>IFICADAS,<\/span> ref<\/span>or\u00e7ando<\/span> o<\/span> pr<\/span>ocesso<\/span> de<\/span> aco<\/span>moda\u00e7\u00e3o<\/span> e<\/span> bo<\/span>icote<\/span> \u00e0<\/span> me<\/span>lhoria<\/span> (v<\/span>indo<\/span> inc<\/span>lusive<\/span> ta<\/span>mb\u00e9m<\/span> de<\/span> ge<\/span>stores<\/span> te<\/span>ntando<\/span> de<\/span>fender<\/span> s<\/span>eus<\/span> min<\/span>i-feudos<\/span> e<\/span> proce<\/span>ssos\/rotinas<\/span> def<\/span>asados).<\/span><\/span><\/p>\n

CRM = processo de ado\u00e7\u00e3o adequado e bom engajamento fazem toda a diferen\u00e7a<\/h2>\n

C<\/span>omo<\/span> po<\/span>demos<\/span> v<\/span>er,<\/span> a<\/span> imp<\/span>lanta\u00e7\u00e3o<\/span> de<\/span> um<\/span> C<\/span>RM<\/span> pr<\/span>ecisa<\/span> s<\/span>er<\/span> b<\/span>em<\/span> pe<\/span>nsada<\/span> e<\/span> tra<\/span>balhada<\/span> em<\/span> di<\/span>versas<\/span> es<\/span>feras<\/span> hier<\/span>\u00e1rquicas<\/span> (di<\/span>retoria,<\/span> ger<\/span>\u00eancia,<\/span> sup<\/span>ervis\u00e3o,<\/span> eq<\/span>uipe)<\/span> e<\/span> do<\/span> ne<\/span>g\u00f3cio<\/span> (est<\/span>rat\u00e9gico,<\/span> t\u00e1<\/span>tico,<\/span> oper<\/span>acional).<\/span><\/span><\/p>\n

Parti<\/span>cularmente,<\/span> ac<\/span>redito<\/span> q<\/span>ue<\/span> i<\/span>sso<\/span> s\u00f3<\/span> RE<\/span>FOR\u00c7A<\/span> e<\/span> t<\/span>orna<\/span> me<\/span>lhor<\/span> T<\/span>ODA<\/span> A<\/span> EM<\/span>PRESA.<\/span><\/span><\/p>\n

E<\/span>stes<\/span> s<\/span>\u00e3o<\/span> os<\/span> 7 e<\/span>rros<\/span> pri<\/span>ncipais<\/span> q<\/span>ue<\/span> v<\/span>ejo<\/span> em<\/span> pro<\/span>cessos<\/span> de<\/span> imp<\/span>lanta\u00e7\u00e3o<\/span> de<\/span> C<\/span>RMs<\/span> n<\/span>as<\/span> emp<\/span>resas.<\/span><\/span><\/p>\n

C<\/span>aso<\/span> qu<\/span>eira<\/span> rea<\/span>lmente<\/span> apr<\/span>oveitar<\/span> ao<\/span> m\u00e1<\/span>ximo<\/span> os<\/span> ben<\/span>ef\u00edcios<\/span> ine<\/span>g\u00e1veis<\/span> de<\/span> um<\/span> C<\/span>RM,<\/span> c<\/span>om<\/span> n<\/span>\u00e3o<\/span> ap<\/span>enas<\/span> ad<\/span>o\u00e7\u00e3o<\/span> m<\/span>as<\/span> rea<\/span>lmente<\/span> part<\/span>icipa\u00e7\u00e3o<\/span> a<\/span>tiva<\/span> e<\/span> en<\/span>gajada<\/span> da<\/span> s<\/span>ua<\/span> eq<\/span>uipe<\/span> de<\/span> ve<\/span>ndas<\/span> no<\/span> pro<\/span>cesso,<\/span> te<\/span>rmino<\/span> e<\/span>nt\u00e3o<\/span> c<\/span>om<\/span> e<\/span>stas<\/span> reco<\/span>menda\u00e7\u00f5es<\/span> r\u00e1<\/span>pidas:<\/span><\/span><\/p>\n

1) De<\/span>fina<\/span> cla<\/span>ramente<\/span> q<\/span>uais<\/span> os<\/span> obj<\/span>etivos<\/span> e<\/span> c<\/span>omo<\/span> o<\/span> C<\/span>RM<\/span> a<\/span>juda<\/span> ni<\/span>sso.<\/span><\/span><\/p>\n

2) Le<\/span>mbre<\/span> q<\/span>ue<\/span> ex<\/span>istem<\/span> 4 gr<\/span>andes<\/span> p\u00fa<\/span>blicos<\/span> q<\/span>ue<\/span> d<\/span>evem<\/span> s<\/span>er<\/span> bene<\/span>ficiados<\/span> p<\/span>elo<\/span> C<\/span>RM:<\/span> em<\/span>presa,<\/span> ges<\/span>tores,<\/span> eq<\/span>uipe<\/span> de<\/span> ve<\/span>ndas,<\/span> cli<\/span>entes.<\/span><\/span><\/p>\n

3) Le<\/span>mbre<\/span> q<\/span>ue<\/span> C<\/span>RM<\/span> (Cu<\/span>stomer<\/span> Rela<\/span>tionship<\/span> Man<\/span>agement)<\/span> n<\/span>\u00e3o<\/span> \u00e9<\/span> C<\/span>DM<\/span> (Cu<\/span>stomer<\/span> D<\/span>ata<\/span> Mana<\/span>gement).<\/span> As<\/span> d<\/span>uas<\/span> co<\/span>isas<\/span> s<\/span>\u00e3o<\/span> imp<\/span>ortantes<\/span> e<\/span> va<\/span>liosas<\/span> m<\/span>as<\/span> b<\/span>em<\/span> dif<\/span>erentes.<\/span> Um<\/span> \u00e9<\/span> estr<\/span>at\u00e9gico.<\/span> O<\/span> o<\/span>utro<\/span> \u00e9<\/span> tot<\/span>almente<\/span> oper<\/span>acional.<\/span><\/span><\/p>\n

4) F<\/span>oco<\/span> em<\/span> rel<\/span>at\u00f3rios<\/span> e<\/span> ind<\/span>icadores<\/span> \u00fat<\/span>eis.<\/span> De<\/span>fina<\/span> pri<\/span>oridades<\/span> e<\/span> f<\/span>oque<\/span> ni<\/span>sso.<\/span><\/span><\/p>\n

5) En<\/span>tenda<\/span> e<\/span> re<\/span>speite<\/span> a<\/span> C<\/span>urva<\/span> de<\/span> Ad<\/span>o\u00e7\u00e3o.<\/span><\/span><\/p>\n

6) Re<\/span>vise<\/span> e<\/span> de<\/span>fina<\/span> cla<\/span>ramente<\/span> s<\/span>eu<\/span> pr<\/span>ocesso<\/span> com<\/span>ercial<\/span> a<\/span>ntes<\/span> de<\/span> imp<\/span>lantar<\/span> o<\/span> C<\/span>RM.<\/span><\/span><\/p>\n

7) T<\/span>enha<\/span> ce<\/span>rteza<\/span> de<\/span> q<\/span>ue<\/span> s<\/span>eu<\/span> pr<\/span>ocesso<\/span> de<\/span> ge<\/span>st\u00e3o<\/span> da<\/span> eq<\/span>uipe<\/span> com<\/span>ercial<\/span> (eng<\/span>ajamento,<\/span> recruta<\/span>mento\/sele\u00e7\u00e3o,<\/span> trei<\/span>namento,<\/span> remu<\/span>nera\u00e7\u00e3o,<\/span> indi<\/span>cadores,<\/span> com<\/span>unica\u00e7\u00e3o<\/span> c<\/span>om<\/span> a<\/span> eq<\/span>uipe)<\/span> e<\/span>st\u00e1<\/span> 100%, \u00e9<\/span> prof<\/span>issional,<\/span> atu<\/span>alizado<\/span> e<\/span> efi<\/span>ciente.<\/span><\/span><\/p>\n

8) En<\/span>volva<\/span> a<\/span> lid<\/span>eran\u00e7a<\/span> e<\/span> f<\/span>a\u00e7a<\/span> c<\/span>om<\/span> q<\/span>ue<\/span> s<\/span>eu<\/span> a<\/span>poio<\/span> s<\/span>eja<\/span> cl<\/span>aro,<\/span> evi<\/span>dente,<\/span> con<\/span>t\u00ednuo.<\/span><\/span><\/p>\n

9) C<\/span>rie<\/span> co<\/span>mit\u00eas<\/span> de<\/span> impl<\/span>anta\u00e7\u00e3o.<\/span><\/span><\/p>\n

10) Re<\/span>force<\/span> qu<\/span>est\u00f5es<\/span> de<\/span> cu<\/span>ltura<\/span> in<\/span>terna<\/span> fund<\/span>amentais<\/span> p<\/span>ara<\/span> o<\/span> su<\/span>cesso<\/span> de<\/span> imp<\/span>lanta\u00e7\u00e3o<\/span> n<\/span>\u00e3o<\/span> ap<\/span>enas<\/span> do<\/span> s<\/span>eu<\/span> pr<\/span>ojeto<\/span> de<\/span> C<\/span>RM,<\/span> m<\/span>as<\/span> de<\/span> QU<\/span>ALQUER<\/span> o<\/span>utro<\/span> pr<\/span>ojeto<\/span> q<\/span>ue<\/span> qu<\/span>eiram<\/span> rea<\/span>lizar:<\/span> cu<\/span>ltura<\/span> \u2018ac<\/span>abativa\u2019<\/span> e<\/span> merito<\/span>cracia\/kaizen.<\/span><\/span><\/p>\n

Ab<\/span>ra\u00e7o,<\/span> b<\/span>oa$<\/span> ve<\/span>nda$,<\/span><\/span><\/p>\n

R<\/span>aul<\/span> Can<\/span>deloro<\/span><\/span><\/p>\n

Di<\/span>retor<\/span><\/span><\/p>\n

www.ve<\/span>ndamais.com.br<\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Ferramentas de CRM (Customer Relationship Management, ou Gest\u00e3o do Relacionamento com Clientes) s\u00e3o um dos primeiros investimentos que as empresas buscam fazer quando querem informatizar e melhorar a efici\u00eancia dos seus processos de vendas. Sistemas antiquados, como cadernos escritos \u00e0 m\u00e3o e planilhas de Excel s\u00e3o instrumentos comuns (ainda hoje!) utilizados por vendedores e empresas […]<\/p>\n","protected":false},"author":3,"featured_media":32547,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[893],"tags":[17,796],"lista-de-leitura":[],"listas_de_leitura":[],"yoast_head":"\n7 motivos pelos quais vendedores n\u00e3o usam seu CRM \u2013 e o que fazer para melhorar isso | Blog do Agendor<\/title>\n<meta name=\"description\" content=\"Saiba 7 motivos pelos quais vendedores n\u00e3o usam seu CRM e o que voc\u00ea pode fazer para melhorar isso e engajar sua equipe no uso desse software.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.agendor.com.br\/blog\/motivos-vendedores-nao-usam-crm\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 motivos pelos quais vendedores n\u00e3o usam seu CRM \u2013 e o que fazer para melhorar isso | Blog do Agendor\" \/>\n<meta property=\"og:description\" content=\"Saiba 7 motivos pelos quais vendedores n\u00e3o usam seu CRM e o que voc\u00ea pode fazer para melhorar isso e engajar sua equipe no uso desse software.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.agendor.com.br\/blog\/motivos-vendedores-nao-usam-crm\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog Agendor\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/agendor\" \/>\n<meta property=\"article:author\" content=\"https:\/\/agendor-blog-uploads.s3.sa-east-1.amazonaws.com\/2026\/01\/26125024\/julio-paulillo-agendor-2025-1-scaled.jpg\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-22T12:00:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-15T19:40:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/agendor-blog-uploads.s3.sa-east-1.amazonaws.com\/2019\/09\/20141102\/crm-vendedores.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"751\" \/>\n\t<meta property=\"og:image:height\" content=\"501\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"20 minutos\" \/>\n<!-- \/ Yoast SEO plugin. -->","_links":{"self":[{"href":"https:\/\/www.agendor.com.br\/blog\/wp-json\/wp\/v2\/posts\/32543"}],"collection":[{"href":"https:\/\/www.agendor.com.br\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.agendor.com.br\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.agendor.com.br\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.agendor.com.br\/blog\/wp-json\/wp\/v2\/comments?post=32543"}],"version-history":[{"count":0,"href":"https:\/\/www.agendor.com.br\/blog\/wp-json\/wp\/v2\/posts\/32543\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.agendor.com.br\/blog\/wp-json\/wp\/v2\/media\/32547"}],"wp:attachment":[{"href":"https:\/\/www.agendor.com.br\/blog\/wp-json\/wp\/v2\/media?parent=32543"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.agendor.com.br\/blog\/wp-json\/wp\/v2\/categories?post=32543"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.agendor.com.br\/blog\/wp-json\/wp\/v2\/tags?post=32543"},{"taxonomy":"lista-de-leitura","embeddable":true,"href":"https:\/\/www.agendor.com.br\/blog\/wp-json\/wp\/v2\/lista-de-leitura?post=32543"},{"taxonomy":"listas_de_leitura","embeddable":true,"href":"https:\/\/www.agendor.com.br\/blog\/wp-json\/wp\/v2\/listas_de_leitura?post=32543"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}