Unlocking CRM’s Value

4 March 2019


CRM applications represent a large share of sales technology investment for most firms, and often provide a central operating system used day-to-day by salespeople and managers.

This research examines the specific functional attributes of CRM that offer value to salespeople and managers. It quantifies adoption, value delivery, and ROI associated with firms’ CRM investments, and identifies management priorities, improvement opportunities, and emerging trends among firms using CRM.

Condition of Participation

Research participants are asked to complete an online survey lasting approximately 12 minutes, and may optionally elect to participate in a brief telephone follow-up interview.

Participation Eligibility

The study is open to management practitioners responsible for developing, supporting, or managing a sales force. Target participants are involved in planning, sales effectiveness, executive sales leadership, or strategy in their organizations.

Benefits of Participation

  • A copy of the findings report on this research topic
  • An invitation to a Sales Management Association webcast in which summary findings are presented to our audience, in April 2019

Research Timeline

  • Research closes 15 May 2019
  • Research report is expected to publish 10 June 2019


Survey results are only reported in aggregate, and never in a way that would compromise the identity of any single respondent. All individual respondent data are treated with strict confidentiality, and will not be distributed.

Research Underwriting

This research is made possible in part through the underwriting support of SAP Sales Cloud.

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