A CRM can deliver significant value to both the company and its salespeople--but only if it is used. Therein lays the challenge. Sales team resistance to CRMs is far from universal, but it is common. Therefore, a critical component of a successful CRM implementation is gaining the buy-in of salespeople. Doing so can take some effort, but it is possible and it is invariably worthwhile. Topics: Customer Service Customer Relationship Management Sales Analysis and Reporting Customer Experience Management Business Intelligence