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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.??

Le moyen le plus simple d'éviter ce décalage ? Impliquer les utilisateurs finaux dans le processus de décision dès le début, en leur posant des questions telles que :

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??

Terminez par un brainstorming sur ce que vos utilisateurs finaux croient possible avec les bons outils. Il y a de fortes chances que vous découvriez un rapport critique qu'ils aimeraient pouvoir produire, un processus fastidieux qui pourrait être automatisé ou une intégration qui n'a jamais fonctionné comme ils l'espéraient. En terminant sur cette note, vous pourrez également faire germer l'idée qu'un nouveau système plus performant est à venir, ce qui incitera vos utilisateurs finaux à se réjouir de ce changement.

Bringing it all together?

Ces questions constituent un excellent point de départ, mais il y a plusieurs autres choses que vous pouvez faire pour assurer la pérennité de vos choix en matière de logiciels d'entreprise. Le guide "The Complete Guide to Writing an RFP Based on Your Goals" est un guide fantastique qui comprend un modèle de demande de propositions gratuit que vous pouvez personnaliser et modifier en fonction de vos besoins.


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.