CRM tools have revolutionized business to business selling by automating important parts of the sales process. Gone are personal rolodexes. Instead, a company-wide repository of customer data helps salespeople share customer records, facilitating communication up, down and across the sales team. However, CRM carries real downsides in terms of efficiency where it fails to go far enough. The time spent keeping CRM data current is a hidden cost. Instead of just collecting customer data, true sales automation creates new efficiencies in the actual selling process, empowering sales forces to exceed quotas on a regular basis.