In an era when technology is changing the ways people conduct every aspect of their lives, it's not a surprise that business leaders have come to depend on it as the lever that will elevate their sales and marketing performance to the next level. Productivity has increased in all aspects of business because of technology, and the implementation of CRM, SFA, marketing automation and social media tools -- to name a few technologies -- has had a direct effect on sales effectiveness. That effect is not a universal thing, however.