The hard truth is that CRM systems and sales training often exist in parallel, without being integrated. This results in missed opportunities to improve overall sales performance through increased application of skills and adoption of CRM tools.
CRM software should be more than a database of information; when leveraged and integrated properly, effective use of CRM programs leads to increased revenues through the creation and application of customer knowledge. To promote sales excellence, it is vital that CRM integration is part of the organization's learning strategy. When this happens, there is a higher likelihood of creating more mutually beneficial customer relationships.
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