something, people are much more likely to cooperate. Without data in your SFA system, the executive team must either navigate blindly or extract data manually... You won’t get much cooperation from salespeople if they feel like you only want them to use the SFA because you want to keep tabs on them. But if they know why it’s good business for them to use it, they will… Without data in your SFA system, the executive team must either navigate blindly or extract data manually from people, hurting the sales team in either case. Sales reps will waste time as teammates (pre-sales, inside sales) struggle or make mistakes because of inaccurate or incomplete views of accounts and their status. Customers will be more likely to receive poor service, as customer support won't have a clear picture of what's going on with the account. 5. Customize the user interface for your people by role. Find out what sales reps need from the SFA, and how they could benefit - then configure a specific user interface for them that excludes anything irrelevant and distracting. 6. Start training and creating expectations Day One with new hires. Make a first impression and reinforce the idea that everything should and does live in the SFA. Start them with good habits. 7. Make it a part of sales culture and peer pressure. "If it's not in the SFA system, it doesn't exist." If management holds a high standard of expectations and doesn’t cheat, reps will improve. Example: On a pipeline call, if a rep hasn't entered or updated a deal, make the team wait while they update it in real-time (assuming they're at a computer). Again, don’t pay people for deals that are not in the system. 8. Take an online SFA training class.