CRM systems become more valuable the more information there is in them. Gamification is a good way of encouraging sales representatives to enter more information into the system, but sales representatives should also spend most of their time selling. By digging into past case studies, it appears that the optimal amount of time a sales representative should spend entering CRM information is roughly 8% of the workday. Future research should focus on encouraging better information, not spending more time on CRM information entry.
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