In many business to business organizations, all roads lead to the sales organization. Sales typically generates the majority of the revenue for the organization and wields enormous political power and clout. In this environment, nicknames spring up to describe the sales force - prima donnas, little darlings or The Untouchables. Most sales forces feel that selling is an art (albeit maybe formed around a methodology) and that tools of any sort are a drain on already precious time.Consequently, sales force automation and lead management tools are expensively discarded due to complaints regarding extensive data entry, fear of management monitoring and unknown value to the sales force.

However, innovative organizations know that their sales force can be more efficient and effective with the right help. Successful organizations have fused marketing and sales processes in order to increase close rates and decrease acquisition costs.

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