For more than two decades, Customer Relationship Management (CRM) systems have been the core system in enterprise sales. They gave teams one place to store customer information, track opportunities, manage pipelines and forecast revenue. As companies moved online, CRM grew from a simple tracking tool into the system most sales organizations are built around.
Selling to businesses has changed a lot in five years. More people now sit in on the decision, evaluations take longer, and buyers ask harder questions about the return they will get. Gartner puts a typical buying group at six to ten people, which means helping that group agree matters as much as having the better product. Its recent research found that nearly three in four buying teams have to settle internal differences before they decide. A good sales team helps them get there sooner.
