Gartner® ​​Innovation Insight: Revenue Technologies to Improve SFA/CRM Activity Data Capture

Nearly 9 out of 10 sales organizations use sales force automation (SFA) platforms (aka CRMs) as part of their revenue technology (RevTech). Yet, many sales leaders lack high confidence in their tech stack’s ability to capture high-quality data.

What’s more, Sales Operations leaders are no longer trying to convince sellers to log activity in the CRM. Instead, they’re turning to new RevTech that uses AI, design and automation to capture more frontline sales activity, improving data quality, insights and seller workflows.

This Gartner ​​Innovation Insight includes: 

  1. How to address over reliance on manual data entry and inconsistent activity capture for key sales workflows, like pipeline management, sales forecasting and automation.
  2. RevTech enhancements to improve SFA activity capture—think modern user experience design, automation and the use of AI.
  3. Recommendations for RevTech investments to automate seller activity capture for CRM records.

We’re pleased to share this complimentary research, so you can identify new methods to capture better SFA activity data and increase confidence in your sales activity.

Innovation Insight: Revenue Technologies to Improve SFA/CRM Activity Data Capture, By Dan Gottlieb, Robert Blaisdell, 1 February 2023

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