#SalesLeaders, your company has spent hundreds of thousands on CRM, call intelligence, intent segmentation, and AI roleplay - but is any of it actually making your salespeople better? Sales organizations have added more technology than ever. Proficiency in using it has gone the other direction. Objective Management Group's data from 2021 to 2025 shows average scores for leveraging Sales Technology have remained flat, while the percentage of salespeople who are proficient has declined from 20% to 16%. Hunting competency has dropped over the same period. The tools are there. The capability to use them effectively is not keeping pace. This is why I'm excited to announce that Objective Management Group is the only assessment to measure Technology Acumen and willingness to adopt new sales technology. Our assessment tells you *can* your salespeople use the technology you've invested in, and *will* they use the technology. Full article link in comments.
Tagging some colleagues and Partners who helped design our new sales technology attributes: Steve Yonchak, Audrey DiBuono, Carole Mahoney, Michael Dalis, DRIVE Sales, Frederic Lucas, Lori Richardson
Ben Tagoe - This is an incredible paper with actionable insights! Tools are wildly important. But misaligned and ill deployed, they become more of a distraction that results in declining revenue rather that intended effect of growth. Thanks for this research! Tactics without strategy. Tools without alignment.
What a meaningful insight to have before throwing money at technology to fix sales issues.
https://www.objectivemanagement.com/research-blog/research/your-sales-tech-stack-is-growing-sales-capability-isnt-keeping-up/