A successful sales team uses all thetools at its disposal, including the latest features in its CRMtool, such as voice activation, predictive analytics, and more.(Photo: Shutterstock)

Customer relationship management platforms are already firmlyensconced within the sales technology and strategies of most small and midsizedbusinesses. Sales teams have been using their CRMs for basic,day-to-day-functions — such as managing customer information andtracking purchase history — for decades. In that time, CRMs havefaithfully served as a place to store data, log notes, and managecontacts.

But while sales reps have long been using the platform'score features, most aren't getting as much out of their CRMs asthey could be. Even more concerning, some businesses could be usingthe wrong CRM altogether.

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