Point of Reference

November 11th, 2009 by

By Pat Hinds

The other day I was finishing a project and I glanced at my to-do list. I realized that I was at the end of the list; I had finished all the things I wanted to get done that day. I took a look up at my clock and it was 2pm; I had 3 hours to get back on strategy and do something proactive with my time. The first thing that I did was open my CRM and view my open opportunities section allowing me to make follow-up calls. At the end of the day I stopped to think of what had just happened; I came to the conclusion that the way I structured my CRM allowed me to maximize my productivity and stay on strategy.

By building a vertical campaign within my Results Based Selling (RBS) frame work and leveraging the automation of Salesforce.com., I had a “point of reference” for my goals and objectives. I wanted to do some research on the term “point of reference” to verify the meaning and see if in fact the way I was using my CRM and RBS would qualify as a point of reference.


Two definitions for point of reference are:

– an indicator that orients you generally; information or experience that you already have that helps you to understand or deal with a new situation.According to author Frank Peretti:

“A fixed point of reference for human beings is always something that is found outside themselves. It has to be something to which we can always come back. If we try to haul our point of reference around with us, we have lost it because it has been moved and we can never refer back to it.”

In the article, Fixed Point of Reference, by Tom Pryor, he lists the Top Ten Consequences for people and organizations that have no valid fixed points of reference:

They frequently get lost.
They waste time.
They waste resources.
They make bad decisions.
They experience chaos.
They have no hope.
They experience stress.
They are lonely, relying solely on themselves.
They drift aimlessly.
They chance shipwreck daily

After reviewing information on the term point of reference, I am confident that you can use the term to describe the benefits of building a results based structure within a CRM application. The CRM combined with the structure of the data will align the sales person with their own and their company’s goals; as a consequence, this now becomes a reference point. This is a powerful tool for improving sales people productivity in an economic environment that demands companies improve productivity in order to compete.


Topics: Business Intelligence