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Most sales leaders didn't choose their CRM. They inherited it, and they've reluctantly accepted the system because it's mission critical, even if also deeply unloved. To understand how they really feel, ServiceNow commissioned Forrester Consulting to interview senior sales leaders at enterprises across technology, software and SaaS, manufacturing, and telecommunications.
Leaders described feeling financially trapped and operationally locked in, still waiting on basic capabilities that traditional CRM has failed to deliver for years.
This research unpacks the 3 pain patterns that surfaced across every industry and company size, and the 5 things sales leaders demand from CRM to compete in the AI era.
Download the full findings to learn the main pains and demands your peers expressed.