"Yes, we're doing it!" that's what you hear most of the times when speaking with Sales leadership at Business to Business companies.
Let's dig a little deeper. Typically companies have embarked on Sales Operations transformation (lead-to-CRM, Quote-to-signature, non-paper digital signature, e-mail to CRM, and other INTERNAL processes), which can bring efficiency and measurability to the process.
Now ... haven't we forgotten something? How about the fuel that keeps internal processes burning?
How about new client generation? How about client interfacing?