How well do you know the people who make up your target audience?
Do you know why your existing customers decided to buy from your firm and not your competition? Do you know your customer buying criteria? How about your target audience, do you know their buying criteria?
It may surprise you to learn that most senior executives cannot answer these questions definitively. And, if the senior executives are not able to answer these questions, how can they expect the organization as a whole to be able to articulate a common, differentiated value proposition?
A modern CRM is more than just a database. A good CRM will facilitate enablement and alignment around customer buying criteria, value proposition, and go-to-market messaging.