"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."
"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." While traditional metrics, such as pipeline growth and deal velocity, are still important, many businesses are now focusing on rep effectiveness."
Traditional sales productivity playbooks focused on raw output are failing as markets demand deeper personalization and value-driven engagement. Sales reps face extensive tool and information fragmentation, often consulting ten or more platforms to build a single customer view, which forces manual searching across Slack, Salesforce, Google Docs, and call notes. This fragmentation creates a significant time tax that reduces time for high-value activities. Organizations are shifting measurement from pipeline growth and deal velocity toward rep effectiveness to reward substance over speed. Integrating data sources and enabling efficient context retrieval are essential to improve rep productivity and buyer outcomes.
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