Improved Weekly Sales Forecasts and Pipeline Management Starts with Automated Sales Team Activity Capture

September 8, 2023
Improved Weekly Sales Forecasts and Pipeline Management Starts with Automated Sales Team Activity Capture

Mariah Petrovic

Mariah Petrovic
Improved Weekly Sales Forecasts and Pipeline Management Starts with Automated Sales Team Activity Capture

Organizations that rely on front-line sellers to complete manual CRM data entry struggle with pipeline management, forecasting, and deal coaching. In their latest report, "Innovation Insight: Revenue Technologies to Enhance SFA/CRM Activity Data Capture", Gartner® provides valuable recommendations for sales organizations. By leveraging revenue technology (RevTech) solutions, organizations can ensure consistent, high-quality data capture from their sellers.

Leaders in this space rely on a revenue intelligence platform that automatically captures up to 90% of opportunity data directly from sellers’ inboxes, calendars, and calls and applies it to the correct contact, account, and/or opportunity in the CRM. An improved user interface provides go-to-market teams with one unified view of analytics for more accurate pipeline management, forecasting, and coaching.

This blog outlines three Gartner® recommendations for how sales organizations can improve activity data capture and how AI-powered solutions from helps sales leaders and teams achieve those outcomes. 

RevTech to automate seller activity capture into CRM

Before starting the vendor selection process, Gartner® recommends looking inside your own organization. You should develop a deep understanding of how your team is currently populating data into your CRM and how that data is then being managed and leveraged across all teams. Once you have visibility into current processes and data needs, you can start to meet with vendors. In the report, Gartner® analysts say you should, “Meet with vendors in your existing tech stack to identify opportunities to consolidate tools or expand deployment for use cases that match seller workflows.” The analysts also recommend using “Gartner® Magic Quadrant and Market Guide reports to shortlist a handful of vendors for educational demonstrations.” is proudly recognized as a Representative Vendor in the 2023 Gartner® Market Guide for Revenue Intelligence Platforms. 

Sales operations leaders can turn to’s automated activity capture to give front-line sellers more time to focus on revenue-generating activities. AI captures sellers’ go-to-market activities and automatically logs them and the associated contacts, accounts, and opportunities in the CRM. Once they’re in the system, continuously enriches those contacts so they never go stale. 

Reduce seller drag from the administrative burden of CRM workflows through improved seller user experience (UX).

Gartner® “Innovation Insight: Revenue Technologies to Enhance SFA/CRM Activity Data Capture” report points out that SFA/CRM activity capture workflows are traditionally enterprise-centric instead of seller-centric. “Sellers resistance is often based on limited personal ROI on time spent capturing activities in SFA and limited usability of the technology provided by their employers,” say analysts in the report. 

The data backs Gartner® up. 90% of sellers say they're feeling burnt out, which explains the great resignation and quiet quitting trends we’ve seen over the last two years. Whether due to dwindling earning opportunities, limited professional growth, or poor cultural fit, burnt-out sellers are leaving their employers for more rewarding or higher-paying opportunities. 

Sales operations must invest in technology that gives their sellers more insights for less effort to keep them engaged. Gartner® recommends “leveraging AI to improve SFA activity capture with better data on key sales workflows like pipeline management, forecasting, and deal coaching.” AI-based data automation that allows sellers to work smarter, not harder

With automated activity capture and contact creation, sellers have more time to engage with the right accounts and personas in the sales process. By improving the seller’s user experience with technology that has a clear value, sales leaders can expect a higher adoption rate and an improved ROI on their RevTech investment. 

Leverage AI that uses data to provide insights and recommendations to sellers 

Gartner® advises organizations to deploy AI to collect, match, and write-back SFA/CRM data from different engagement channels while providing machine learning (ML)-based insights and prescriptive recommendations back to sellers. 

According to Gartner®, by 2026, 65% of B2B sales organizations will transition from intuition-based to data-driven decision-making, using technology that unites workflow, data, and analytics. Organizations that capture quality SFA/CRM data experience significant improvements to critical sales processes like pipeline management, forecasting, and deal coaching.  

Automating data capture alone doesn’t go far enough. Sellers also need recommendations and insights from the AI.’s Engagement Dashboards are tailored for sales teams who need accurate data to consume and use. As high-quality data flows in, it auto-populates into user-friendly bar graphs and tables. With 360-degree access to their pipelines, sellers pick up on signals and trends that help them de-risk deals and target high-potential accounts. For example, sellers can surface and course-correct accounts at risk of churn due to missing executive engagement or low engagement. 

Engagement Dashboards guide sellers to the accounts that need the most urgent attention, adding an extra layer of value to the technology. 

A better experience and better outcomes

Gartner® recommends that sales organizations increase investments in revenue technologies to automate seller activity capture for CRM records. 

Historically, sellers have been resistant to manually entering data into CRMs, impacting pipeline management, forecasting, and deal coaching. Sales operations leaders can now use RevTech to create a better seller user experience (UX) and AI to automate activity capture, relieving sellers of their administrative burden. offers AI-powered solutions for organizations to automate data entry and provide insights and recommendations to sellers. We believe these solutions give GTM teams a unified view of all accounts, making it easy to achieve all of the recommendations outlined in the Gartner® report.  

Download your complimentary copy of the Gartner® report and reach out today to demo Learn how an AI-powered data foundation can free your sales team to do what it does best: sell!

Gartner®, Innovation Insight: Revenue Technologies to Improve SFA/CRM Activity Data Capture,Dan Gottlieb, Robert Blaisdell,1 February 2023

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Gartner® does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner® research publications consist of the opinions of Gartner®’s research organization and should not be construed as statements of fact. Gartner® disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

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