Building a Higher Level of Confidence in Your CRM Data

What is your sales organization’s level of confidence in your CRM data? Less than one-quarter (24%) of all respondents in our 2019 World-Class Sales Practices Study indicated that their sales organization is “highly confident” in their CRM data. (Click to tweet) This has not changed significantly from 24.9% two years ago when we last conducted the study in 2017. Even among the segment we identified as “World Class” in this year’s study (i.e., organizations that excelled at all of the Top 12 World-Class Sales Practices that we have been writing about over the past few weeks), only slightly more than half (59%) agreed that their sales organization was “highly confident” in their CRM data.
This might not seem surprising but, if CRM is a core technology for many sales organizations, it should be a red flag.
While it is not the focus of today’s blog, there can be many reasons why this