The Tools Themselves are Simply Enablers
Love Salesforce.com or MS Dynamics? Great. If your team is using them efficiently and you're able to administer the systems to drive revenue while creating a suitable customer experience, then you're on the right track.
Often what we find, though, is that an ad hoc process has resulted in a jumble of technology that impedes satisfactory customer experiences, impairs the ability of marketing, sales, and customer service to provide optimized and personalized experiences efficiently, and actually prevents best practices. That's a problem.
Often it was selected for criteria established by IT or particular departments, and for sales process and internal requirements.
As we start to understand buyer expectations and adjust the internal mindset, we often find opportunities to leverage technology to deliver better experiences....and improve top line revenue results.