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    How the 'one system' myth can destroy your effectiveness

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    There’s no doubt that disconnected systems and siloed information can kill organizational effectiveness. In an effort to combat this, many companies strive to buy integrated solutions that can handle data and processes across all organizational functions, from marketing and sales to ERP, HR, production and supply chain.

    In theory, this “one system to rule them all” approach should create greater efficiency, better effectiveness, and a seamless experience for customers and employees alike. In reality, it often destroys sales effectiveness. 

    why “one system” really can’t rule them all

    Several major software companies claim to have an integrated solution that will work across all of your organization’s major functions. On the surface, these “one system” platforms provide a unified, integrated solution that ensures technological and data alignment across your company. 

    Don't drink the Kool-Aid. There is no “one system to rule them all.”
    George Brontén
    The reality is that these “one system” platforms are not… quite… what they appear. Here are four reasons buying into the “one system” myth can destroy your effectiveness.

    1. A “one system” platform is by necessity vast and complex.

    It can take years to customize and implement a “one system” platform across the organization. During those years, some departments may continue operating on legacy systems, while other departments may limp through the implementation waiting far too long for solutions to problems the system creates. This creates more, not less, complexity and disconnection within the organization.

    2. By the time the “one system” is fully implemented, it’s already outdated.

    Technology moves at the speed of light. While you’re waiting for your “one system” to be implemented across the organization, new systems and tools are entering the market. At the same time, your customer needs are changing. New products get developed, new materials enter the market, new sales strategies become necessary, and new technologies become available. By the time your “one system” is implemented, it’s already outdated. But changing it will require another monumental years-long effort.

    3. Pleasing everyone means pleasing no one.

    Every company has unique needs, and every function within the organization has unique needs. While many “unified” systems today claim to provide solutions to fit every function of the organization, the truth is that when you try to please everyone, you end up pleasing no one. When you choose a “one system” solution, you may choose one that suits your ERP needs perfectly, but the odds are high that the marketing or sales platform will be a compromise. Likewise, if you choose one with the best operations systems for your company, you will likely have to compromise on ERP or supply chain handling.

    4. There is no true “one system” on the market today.

    Some major software brands are claiming that they have mastered the “unified platform,” but the harsh reality is that they have not. What they have done is to acquire pieces of software to serve each of the functions they want to serve, patched them together sometimes-more-and-sometimes-less effectively, and then marketed them as a unified solution. The branding and marketing for these platforms is slick, but once you look under the hood you’ll find that the actual solutions are only integrated if you and your implementation team integrate them. See #1 above.

    There is a better way

    In the game of trying to “unify” systems, the sales organization often is the one to pay the price. Overly complex, generic systems bog salespeople down in admin when they should be out selling. They fail to provide them with the tools they need to execute on their jobs, while requiring them to jump through hoops to get the information they need or to provide the reports they’re required to file.

    Instead of “one system,” top performing organizations focus on developing a “one strategy to rule them all.” Vision and strategy are clearly articulated at the highest levels, and pushed down systematically throughout the organization. This enables each department to align their functional strategies and processes with the organizational strategy, and then to choose the technology that helps them best execute.

    With the right tools and technology in place for each department, organizations can then focus on eliminating silos by integrating these tools with each other and enhancing cross-departmental collaboration.

    How Membrain Helps

    I would be remiss if I did not mention that Membrain was created to be the perfect agile tool for executing on sales strategy. It’s easy to build your sales process directly into the platform so that it’s in front of your salespeople at all times. Our user-friendly interface places everything your team needs to do their jobs well, directly inside their daily workflow.

    And if a unified system is in your plan? Membrain is easy to integrate into your other platforms. Here's an illustration outlining how you couls select best-of-breed tools to build a system:

    Membrain and best of breed systems approach

    Contact us to discuss Sales Effectiveness!

    If you want to see how it works, reach out today to schedule a demo.

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    George Brontén
    Published January 31, 2018
    By George Brontén

    George is the founder & CEO of Membrain, the Sales Enablement CRM that makes it easy to execute your sales strategy. A life-long entrepreneur with 20 years of experience in the software space and a passion for sales and marketing. With the life motto "Don't settle for mainstream", he is always looking for new ways to achieve improved business results using innovative software, skills, and processes. George is also the author of the book Stop Killing Deals and the host of the Stop Killing Deals webinar and podcast series.

    Find out more about George Brontén on LinkedIn