The CRM was initially conceptualized as an all-in-one solution for sales data storage, execution and tracking. Unfortunately, sellers are not adopting CRM due to high friction in usage, missing functionalities and the fact that it does not capture the evolution of deals over time. This means that even the data you see in CRM does not reflect the full revenue story. One way to remedy this is to ensure reps keep CRM data updated in real-time everyday. However, this is an unrealistic expectation as updating CRM data consumes hours of time which sellers ought to be spending on building relationships with customers. The best practice which revenue experts recommend is to add a layer of intelligence such as Aviso to your system of record which captures CRM data alongside all of your sales team’s interactions across disparate data sources, turns them into insights and feeds those insights back into CRM.