The CRM is at the heart of (in fact, IS the heart of) most revenue organizations today, and rightly so. It’s probably one of the first serious tech investments a business makes, because of the direct impact it has on sales productivity and revenue generation capacity of these businesses.
Salesforce has been the trailblazer for CRM adoption across businesses of all sizes and types. By evolving as a system of record as well as as a system of engagement (with the help of its ecosystem partners), Salesforce has consistently risen to the requirements in the industry to allow revenue teams to manage the customer journey from first engagement to mutual commitment in the form of “closed/won” and beyond.
Much has been said about the importance of data hygiene and accuracy which is the oxygen in the blood of that CRM heart. Naturally, most conversations around data hygiene have centered on data pertaining to
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