As the B2B buyer continues to evolve, B2B sellers have more solutions than ever in their technology stacks. From CRM, sales content and asset management, to sales enablement, LMS and more, these technologies have been adopted in order to stay ahead of the changing behavior of prospects.
However, while the adopter of these solutions has good intentions and hopes to drive individual sales while increasing the team’s productivity, that is not always the outcome. Specifically, many sellers often are overwhelmed and lack trust in such tools, due to little training and an obscured view into each tool’s benefits.
Even a tool as vital as CRM is not adopted by all sellers. Although almost all the participants in a recent CSO Insights study said they had a CRM system in place, 32 percent of them admitted that their systems were less than three-quarters adopted. What does this mean? Even though sellers have been adopting tools to maximize results and productivity, because of vague insight into each tool’s benefits, overall adoption has decreased.
This is vital for sales leaders to understand, specifically as it relates to CRM. As the predominant piece of sales tech, CRM plays an integral role in sales success,