CRM used solely for data capture is an expensive and unproductive investment. This workshop and case study focuses on extending CRM's capabilities to create value in ways that drive value for all sales organization stakeholders, while driving overall sales productivity. Essential to unlocking CRM's ROI is aligning CRM with sales organization strategy; incorporating sales methodology and process; and integrating coaching and development objectives. Also important for driving salesperson value and adoption is the integration of workflow deliverables like account plans. Presented by CommScope's Jim McIlvain, SVP of Global Sales Operations, this session draws upon CommScope's experience realigning their firm's CRM investments, while presenting additional best practice approaches.