"One of the top problems affecting sales reps today isn't a lack of speed; it's the fragmentation of their tools and information. Groeschel noted that the intense pressure for deep personalization and value-add engagement forces reps to consult numerous systems for a single customer view, often navigating ten or more different platforms. These disconnected systems compel sales reps to spend valuable time manually searching for information and trying to gain context from disparate sources, such as Slack, Salesforce, Google Docs, and Gong notes."
"This creates a significant time tax that pulls from high-value activities. Also: 5 must-have cloud tools for small businesses in 2025 (and my top 10 money-saving secrets) Grettler said, "Single system-itis used to be something that was actually worse. Now it's business sprawl. There are tools and data everywhere. And we need ways to not only know where that data is, but a way to connect that and actually be able to use it efficiently.""
Traditional sales productivity playbooks are failing, prompting a shift from measuring raw output to measuring rep effectiveness. Sales reps face severe fragmentation across tools and information, often consulting ten or more platforms to assemble a single customer view. Disconnected systems force manual searching across Slack, Salesforce, Google Docs, and conversation notes, creating a time tax that reduces time for high-value activities. Business sprawl has produced abundant tools and data without reliable ways to locate, connect, and use that data efficiently. As buyers demand deeper personalization, organizations are prioritizing rep effectiveness over speed to deliver substantive, value-add engagement.
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