“I remember the first time I got my own CRM system, nearly 10 years ago” recounts author and sales coach Adam Metz. “It cost a few hundred dollars all in and it was actually a desktop app that synced to the cloud once a day for backup. It now seems kind of quaint, but, it helped me start my book of business that today has over 10,000 contacts in it. I can say that I’ve had a personal conversation with almost every single one of them. And that’s thanks for the most part, to good data management.”

There are two main reasons CRM adoption fails for sales teams trying to increase their performance. But first let me get the basics out of the way to get everyone up to speed on the terminology and what a CRM is.

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