When implemented correctly, a CRM can increase sales by 29%, improve productivity by 50%, enhance forecasting accuracy by 42%, and boost customer retention by 27%. Given these numbers, realizing these gains should be one of the simplest and most effective ways to drive revenue growth. And yet, research consistently shows that nearly half of all companies stop actively using their CRM within the first 12 months.

Having different skills, experience, and personalities within a Sales Team is essential for any company to maximise its commercial potential. At a very simple level, customers usually buy from people they like – so it is useful to have some choice when allocating accounts to individuals.

In Sales it is important to leave no stone unturned – but all too easy to repeatedly look under the same rock in the hope that something might have appeared since our last visit. It rarely has.