Research shows that sales representatives use only the basics of CRM on a daily basis: contact management, opportunity management, forecast management, etc. This is CRM circa 1999, not 2009.
CRM today has capabilities to optimize prospect research, lead generation and nurturing, sales collateral management, sales team collaboration, pipeline optimization, etc.--and top performers have figured out how to leverage those capabilities to solve the efficiency and effectiveness challenges their sales organizations face. In doing so, they're creating a competitive edge over the other players in their marketplace.
Source: News Factor