Automation. Efficiency. Sales growth. That is what best-of-breed CRM technologies provide and if implemented in support of the right strategy and surrounded by the right processes and people, it works beautifully. No one can argue that.

However, in this age where technology drives automation, standardization and efficiency, we often overlook very basic and often manual efforts to learn how to sell our products and services to our customers. The most ancient of practices - and sometimes the most effective - is to speak with your customers.

It's simple: Engage. Inquire. Listen.

Despite its simplicity, businesses often overlook this critical process to support the development of their strategy and their specific sales and marketing practices. Sales, marketing, product development and strategy development professionals must regularly incorporate customer research to get the most out of existing customer relationships and to find new customers.

No CRM solution can answer the following basic questions without a human doing the legwork:


Answers to these questions can help your organization align sales and marketing resources, set the course for a new strategy and drive future product development efforts.