The goal of every sales manager is to create leverage. Without leverage, a 1:1 ROI is all that is available, and that is not acceptable. Quotas go up faster than headcount and resources, so increasing leverage is the only way to stay ahead. To stay ahead, sales management must lead in the adaption of technology change.
Sales Force Automation (SFA) and Customer Resource Management (CRM) systems—hosted or as Software as a Service (SaaS) models—offer quite a bit for the sales team. However, these systems do a great job at tracking results, and not activities. Tracking the things that cause revenue to happen should be the goal of every sales manager, and technology should be used in three vital areas: