The Future of CRMs: Understanding the Needs and Wants of Sales Professionals

A Chicago-based market research firm came to Zintro with a request for deep qualitative insights from those closest to CRMs: sales professionals. Their goal was to run 24 one-on-one interviews with professionals ranging from SDRs to CROs across hyper-growth companies, especially in tech, healthcare, and social media. These 45-minute sessions would shadow participants through their daily flow, from sourcing leads to closing deals, while probing usage habits, feature gaps, and pain points.