It's surprising how much inaccurate data lives in many CRM systems, observed Eric Esfahanian, SVP of Gryphon Networks. "CRM is naturally a good source for analytics and sales intelligence if the data that lives within your CRM is automated, accurate, and something that you can reliably make decisions from," he said. The best way to ensure that data collected is accurate is to "get away from the manual entry aspects of logging activity into CRM. The more you can automate the process, the more accurate and more complete the data is going to be."