CRM started off as a way for salespeople to build better relationships with their customers but in many ways has evolved into “just another tool for reporting to management,” according to the 2015 CRM survey from sales and marketing consultancy ZS. And not a very accurate reporting tool at that.

ZS surveyed 115 respondents, mainly from sales operations and management, whose companies used a variety of CRMs from Salesforce to SAP. 42 percent of respondents thought their CRM provided “high to extremely high” value in opportunity management, 39 percent in sales information look-up and 35 percent for sales forecasting.

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But when it comes to actually helping sales staff sell, CRMs are failing miserably. Only 13 percent of respondents thought their CRM provided “high to extremely high” value in customer communication or internal coordination. The figures weren’t much better   for call and meeting planning or for account planning, with just 18 percent and 19 percent  of survey participants reporting high satisfaction, respectively.

Unsurprisingly, 72 percent of survey participants reported that salespeople do not spend enough time with their CRM solution because they “consider the platform as a means for their bosses to monitor them.”

However, there is hope. A new crop of business tools like sales productivity software provider Brisk have been created to help sales staff to fall back in love with their CRM. These tools are the next step in CRM and are capable of suggesting to salespeople what they should do next in order to close more deals. When you are juggling dozens or even hundreds of accounts, it’s impossible to remember the details of each one. Who didn’t reply to your email? What agreements haven’t been signed? Who is about to churn? The next wave of CRM solutions track of all that for you and prompt you when you need to take action.

The other big problem reported in ZS’s survey was data accuracy. Only 24 percent of respondents rated the accuracy of data pertaining to their leads and opportunities—information which could lead to future sales—as “high” or “very high”. 74 percent of respondents said that improving the quality of CRM data and using CRM to support sales and marketing processes was a priority.

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The right CRM solution will help both by reminding sales staff when they need to update data and by speeding the process up so they can spend more time selling. The kind of CRM tool that can truly make a difference in today’s selling environment is on that can be customized to the sales process of each company, team and role—making the CRM a true support and not a stick with which to beat the sales team.

The romance between sales and CRM can be rekindled. The key, as in all relationships, is to understand your options and select the right tool to help achieve your organization’s goals.