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In the last few decades, media organizations have experienced an unprecedented period of upheaval in which they have had to hugely adapt their selling practices. Digital media has morphed into multichannel and omnichannel, and in the blink of an eye sales teams- have had to embrace an ‘adapt-or-die’ mentality. The advent of sales tools built to?manage customer relationships?and?orders?has enabled managers to more effectively govern the flow of commercial information to the wider business, but challenges remain.??

Many businesses seek to address these challenges by adopting new sales tools and practices. Ironically, these same “solutions” cause problems of their own once in the hands of salespeople, but why? Often, a disconnect between decision-makers and end-users can mean that an organization never truly solves its core business problem.??

Der einfachste Weg, um diese Diskrepanz zu vermeiden? Beziehen Sie die Endnutzer frühzeitig in den Entscheidungsprozess ein und stellen Sie Fragen wie:

What do you like about our current system??

Maybe your current system is legacy software near the end of its life, terribly slow, cumbersome, inflexible and?costly.?Maybe?you hate it?and are confident that it’s time for a replacement. But those who use the system day-in and day-out have learned to live with it, and there are bound to be?some?features and functions they appreciate. Make sure you understand what used to work about the system you’re replacing – chances are, you can find a more modern solution that?also?incorporates these features.??

How much do you use our current system??

Not all end-user feedback is created equal. Before you take concerns and recommendations too seriously, make sure you understand how the person you’re speaking with interacts with the current system set up. Are they entering activities daily, using your current CRM to guide their?day??Or do they mostly avoid using the system because they find it cumbersome or aren’t sure how? Asking this question will also help you understand who will benefit most from new tools and processes.??

What slows you down the most in your day-to-day tasks??

Most legacy systems require complex integrations and ongoing maintenance, making them a nightmare for modern IT teams to maintain. Add to this the challenge of “swivel chair syndrome,” or manually entering the same data in two disparate systems, and you’re looking at an unacceptable list of timewasters. Understanding where inefficiencies sit in your current process will give you helpful clues about where you can improve with a new system.?

Can you show me how you XYZ??

Sometimes it’s better to just observe how a system is used. If you’re not sure what your end-users?really?need, sitting down for a “show and tell” session can be extremely useful.?

What day-to-day tasks do you think should be automated??

Chances are, there are several manual tasks that?could be automated?with the right system in place. Ask your team what manual administrative tasks they would like to have run in the background, and you’ll soon realize both the shortcomings of your current system and gain some great ideas for how to configure your next system.??

What alternatives do you think we should consider???

So, you’ve put together a steering committee, understood your organization’s goals, and written a detailed RFP to help you evaluate vendors – who should you send it to? We provide some great ideas in “The Complete Guide to Writing an RFP,” but one great place to start is to ask your team. End users are more likely to hear what their peers at other organizations enjoy using, read industry blogs, and generally be more aware of alternatives. You may find that asking them which vendors you should evaluate adds some interesting ideas to your list.?

What do you wish you could do that you can’t do today??

Schließen Sie mit einem Brainstorming darüber ab, was Ihre Endbenutzer glauben, dass mit den richtigen Tools möglich ist. Wahrscheinlich werden Sie von einem wichtigen Bericht erfahren, den sie gerne abrufen könnten, von einem langwierigen Prozess, der automatisiert werden könnte, oder von einer Integration, die nie so funktioniert hat, wie sie es sich erhofft hatten. Ein solcher Abschluss wird auch die Idee eines neuen, besseren Systems vermitteln und Ihre Endbenutzer für den Wechsel begeistern.

Bringing it all together?

Diese Fragen sind ein hervorragender Ausgangspunkt, aber es gibt noch mehr, was Sie tun können, um Ihre Entscheidung für Unternehmenssoftware zukunftssicher zu machen. "The Complete Guide to Writing an RFP Based on Your Goals" ist ein fantastischer Leitfaden und enthält eine kostenlose RFP-Vorlage, die Sie Ihren Bedürfnissen entsprechend anpassen und bearbeiten können.


Lineup Systems is the world's leading provider of media sales technology, representing over 6,800 media brands globally, including Gannett/USA Today, New York Times and News Corp. Amplio is Lineup's multi- channel audience monetization solution that helps media companies realize their full reader revenue potential, using data-driven intelligence to engage, nurture and monetize readers with personalized offers that increase reader revenue and reduce churn. Adpoint is Lineup's end-to-end multi-channel media advertising sales solution that helps media companies streamline operations, make better use of data, increase efficiency and boost revenue.