In 2017, information alone is no longer power, as "57% of the buyer's journey is completed before the buyer even talks to sales." Buyers are entering the marketplace engaged and educated, so insights of their experience become your company's competitive advantage that can translate into revenue growth. "With the customer in control, knowledge and insight are the new currency of differentiation that organizations need to elevate their conversations and interactions with customers." A Single View of the Customer crm platform In order to win your customers over, move a sales opportunity forward, and deliver the right information at the right time, your entire organization must have full visibility into your customers through-out the buyer journey: one single source for all of your customer data that is intelligent and accessible. However, it is rare that organizations have a centralized system for customer information. What we often see is a silo-effect, wherein different information about the customer is stored in multiple systems across different departments. It is not enough to simply have Salesforce CRM platform though. Is CRM Customized to Know Your Customer? Recent studies show that companies currently operating with a CRM platform like Salesforce had still not taken advantage of 80% of potential benefits. If you're only using 20% of its capabilities, there's an opportunity to go beyond scratching the surface. Think about it. Would you buy the latest cutting-edge tablet or smart phone and only ever use it to take notes? Of course not! You may certainly use that feature, but there are so many other important features available, that it's silly to think about doing that. It's the same with CRM platforms: integration, extension, and collaboration are the major areas where ROI improvement happens and you start taking advantage of its full capabilities. In fact, CRM systems are nothing without a proper business process and quality data. "The value of a CRM system lies in the data you collect and strategically use to build a panoramic view of your customers that allows you to approach them with the right message at the right time." Salesforce CRM User Adoption is Critical Sales representative and managers are already so overloaded with information, but what they really need is valuable knowledge: the ability to identify, target, nurture and convert quality leads. CRM enablement implementations, like most technology roll-outs, typically suffer from a one and done project mentality. They focus too much on how to use the software and too little on applying the enabling key customer touchpoints in real-world sales situations. "71% of sales reps say they spend too much time on data entry." The disconnect between CRM enablement technology and the delivery of its promised potential is the most common complaint among sales and marketing executives who had previously advocated for and invested in the technology.