CRM often is described as a discipline and a technology that will transform the entire business. Sales and marketing can get on the same page, support will have visibility into what sales and marketing are doing, and every interaction can be captured and used to create a complete and comprehensive view of every customer. CRM has some weak links, however. In many businesses, those weak links are the members of the sales team. Like any software, CRM is only as good as the data that goes into it.