Always an interesting one this, it would seem your sales reps would be more productive if they had more data.

The problem with most sales teams is that they have data, but it's the wrong data.  The other issue is this drive to personalisation.  But you and I don't want personalisation, we want relevance.  Subtle difference.

Obviously this article is trying to sell a tool, if only you had this tool you would sell more.  Actually if your people were social sellers you can do all this and you can save the money on the tool that we know nobody will use anyway.

Social will allow you to scale your sales team, social will allow you to see which of your sales team are contributing and of course, which ones are not.  Social is also by far the most efficient and effective way to implement ABM and gain share of wallet.