It’s no secret Customer Relationship Management (CRM) systems support sales operations and leadership. It’s also no secret that field reps, whether Account Executives or Sales Development Representatives, despise CRMs.

Not only does it take too much time to document activities and handle administrative tasks, but the entire system is predicated on keeping up with customer and prospect data. And make no mistake: if fueled by dirty data, your CRM becomes another obstacle hindering your team's success.

Leveraging research and commentary from industry analysts, this eBook explores how to utilize data quality solutions to empower your entire sales organization – from leadership and operations to those on the frontlines in the field – and avoid the time suck that is CRM maintenance, while also optimizing its intended use case as the tool companies call the “single source of truth” for customer lifecycle management.