Writing on strategic CRM, Revenue Operations, data governance and artificial intelligence applied to revenue.
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A CRM is not the tool where the salesperson logs the call. It is the infrastructure that connects the entire revenue cycle, and choosing the platform before understanding that is what makes implementations fail.
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Eight out of ten Brazilian companies already use a CRM or are implementing one, and most of them still miss their targets. The list matters less than knowing how to read the two sources specialists use.
6 min readRead more
A dashboard on the office TV is not a data culture. What sets data-driven companies apart is having the exact number in the meeting where the decision is made, and knowing what to do when it moves.
9 min readRead more
I once rode along with a sales rep who has forty years in the market, a very high income and a paper notebook as his CRM. The pattern behind operations with sustainable revenue is not technology, it is a relationship process.
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The lead you spoke to today also spoke to three other companies this week and received a dozen emails. B2B sales is a battle for attention, and data is what decides who gets there first with the right message.
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Every manufacturer has two sales, to the point of sale and from the point of sale to the consumer, and almost none of them works the second one well. Closing that distance is where the competitive advantage lies.
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A real estate agency does not have one customer, it has two: the owner who lists the property and whoever will live in it. And it has a third audience almost nobody treats as acquisition, which is the broker.
7 min readRead moreWhat is here is the same reasoning I apply in keynotes, in-company training and consulting projects.