If you're a Chief Revenue Officer, I suspect your job has been challenging recently to say the least. Whether you're in a business that is building back or one that has unexpectedly thrived, there's been a lot of pressure. That's why the team at Oracle Sales has been working day in and day out to help make your day-to-day job a little easier.

Sales organizations play a pretty important role in a company's revenue-generating efforts. But there's likely been a culprit lurking in the shadows-or maybe out in the wide open-that has hindered your rockstar sellers' potential. The culprit: the lagging adoption of customer relationship management (CRM) systems. And it continues to be one of the biggest barriers to revenue growth. It's not all that surprising, however, given that traditional CRM systems weren't designed to actually help sellers sell or connect better with customers. Instead, they were designed to help sales managers forecast better and capture pipeline data. That's quite a disconnect.

Sellers hate their CRM system so much that 66% of them said they would rather clean the bathroom than update it, and 85% said they have made potentially embarrassing mistakes due to faulty CRM data. In that case, it's very possible your sellers aren't even logging into their CRM, let alone updating it. And who could blame them? The intelligence from their CRM isn't valuable when the AI is bolted on rather than being a native part of the system. And if they aren't providing feedback to that AI, it can't improve. So, they rely on their intuition rather than a machine, which likely gets them far but isn't scalable for companies in 2021.