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Sales productivity still at the heart of CRM

SAN FRANCISCO -- Not every organization has an unlimited budget to hire more reps to boost sales. Sales teams have to get better at working more efficiently with the staff they have and elevating sales productivity by using technology.

For Giles House, chief marketing officer at Salesforce partner CallidusCloud, achieving sales productivity for today's businesses relies on CRM being a central, connected platform that is user-friendly. But that's not the way it's always been.

"Sales has been a slightly analog process for a number of years, very disjointed," House said. "When you throw in the dynamic that there's no real linear sales process, the customer-buying process as it once was is a crazy mess."

House discussed the importance of automating parts of the sales process, focusing on capturing relevant data that reps can use to close deals faster and how ready companies are to put CRM processes in action.

For more, check out the video above; and for more on Dreamforce 2015, check out SearchCRM.

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