Overall, if your business is growing and sales are coming in, you have a feeling that your sales team is performing well. If you’re getting new inquiries, you probably have a sense that your marketing efforts are working. Without a CRM in place, the owner will be mostly leading their salesperson off of how things feel, rather than based on reality. With a CRM, key metrics will be defined that allow leaders to point their teams in the right direction of the actions that lead to new business.