Have you ever wondered what an airplane pilot does before flying their passengers from point A to point B? No matter how many years of experience they have, their routine will almost always remain the same. Before a flight, the pilot will always go through a complete and accurate checklist to make sure that everything they need is functional and available.
The usefulness of a CRM for sales people is very similar to the checklist that the pilot uses before departing. This is why it is important to have a good implementation of your CRM and to fill it out adequately with quality data. Do you think that a pilot could venture into the air with an incomplete and imprecise checklist to check before departure?
Companies use a CRM to improve their sales performance through systematized process management. While it's an excellent intention, I often find that companies do not exploit their tool to its full potential. Indeed, most of them use the basic version of the software, without trying to adapt it to their reality.
To have a better picture of each step and opportunity in the sales process, I advocate adopting the Baseline Selling methodology and integrating it with their CRM (Customer Relationship System).