“CRM was originally created for the managers and bosses to report on the pipeline, and it was sold as a value proposition to the manager,” noted Nutshell CTO Andy Fowler. “What’s changing now is that CRM is becoming much more about supporting the rep — giving them the tools they need to improve their performance. It’s no longer just a tool for the boss to check in on the salespeople. If [salespeople] see the intrinsic value of the CRM tool they’re using, that motivates them.”
