CRM easier, Sales harder

CRM easier, sales harder, study shows

The latest annual survey from the sales consultancy, based in Boulder, Colo., and San Francisco, found that the percentage of reps making quota had remained steady, but quotas had increased an average of 20%.

"Things clearly are improving," said Barry Trailer, partner with CSO Insights and co-author of the report. "Is that because people are working harder or working smarter? What was interesting to us was many of the metrics we look at to see if the life of the sales rep is improving were either static or declining. In our view, reps are working harder."

One clear reason for the increased difficulty is the change in the buying cycle, Trailer noted. With the Internet providing so much information, the buying process often starts long before a sales rep even gets involved. No longer does someone simply "raise [his] hand" and ask for information from a salesperson.

"The shift in the buying cycle has companies re-evaluating their sales goals, according to the survey. An increase in revenues remains the No. 1 priority for sales organizations, but it is followed by increased sales effectiveness and increased market share."