Field Sellers Are Sitting on High-Value Insights, but Most of It Never Makes It Into the CRM

The Shift Happening in Sales

Across industries, field and hybrid sellers continue to play one of the most important roles in the commercial cycle: building trust directly with the customer. These conversations are rich, personal, and often reveal the most actionable insights about what buyers want and how they make decisions.

At the same time, the expectations placed on sellers have changed. Buyers now come to meetings far better informed, and they expect sellers to show up equally prepared. HubSpot’s 2025 Sales Trends Report notes that high-performing teams are leaning heavily into AI and automation to keep up with increasing buyer expectations.
Source: https://offers.hubspot.com/sales-trends-report

The Hidden Problem: Valuable Information Gets Lost

The challenge is not the customer interaction. Field sellers are good at that. The challenge is what happens after the interaction.

A 2024 field-sales study by Veloxy highlights common issues:

• Almost half of field reps struggle with consistent data entry

• A large portion deal with tool fragmentation and workflow gaps

• Many say they simply have no time to analyse or apply collected data
  Source: https://veloxy.io/resources/the-current-and-future-state-of-field-sales

This creates a quiet but expensive problem. When notes sit in iPhone memos, legal pads, or scattered messages, the organization loses visibility. Pipeline becomes harder to forecast. Opportunities are followed up slower. And insights gathered in person never reach the people who need them.

Why the Timing Matters

Several market trends point to why this matters more than ever:

• Buyers now expect speed. A Zendesk analysis found that more than 90 percent of consumers research online before purchasing, meaning sellers must immediately add value instead of repeating what buyers already know.
  Source: https://www.zendesk.com/blog/sales-trends

• Sales enablement has become real-time rather than quarterly. Teams need the ability to capture insights and act on them quickly, especially when reps are remote or onsite.
  Source: https://1up.ai/blog/sales-enablement-trends-for-2025
  
  With field teams constantly in motion, the gap between what the seller knows and what the CRM reflects becomes one of the biggest risks to revenue.

  
  

  Emerging Solutions

  
  

  A growing number of organizations are exploring ways to reduce this gap. Some invest in lighter, more mobile-friendly workflows. Others try voice automation or structured note tools so reps can capture information immediately instead of waiting until the end of the day.

  
  

  One interesting pattern is that teams adopting AI-assisted logging tools tend to produce significantly cleaner data, simply because the seller no longer has to fight with interfaces while in the field. For example, tools that use natural language input can convert a quick spoken recap into structured account updates, opportunity notes, or next steps. Myko is one of the platforms that has leaned heavily into this pattern by focusing on mobile-first, voice-friendly workflows that help reps document information while everything is still fresh.

  
  

  What Leaders Should Consider

  
  

  Sales leaders evaluating how to support their field and hybrid teams can start with a few simple questions:

  1. How much valuable information never makes it into the CRM?

  2. How long does it take reps to log meetings and follow ups?

  3. Are your tools designed for people who spend their time on the road instead of behind a desk?

  4. Is data quality good enough to trust your forecasts?

  5. Would automation reduce friction without changing the way reps naturally work?

  Teams that answer these questions honestly often discover that the issue is not effort or talent. It is workflow friction.

  
  

  If You Want to Explore This Further

  
  

  If your field or hybrid sellers spend a lot of time with customers but struggle to keep CRM data clean and up to date, tools like Myko can help bridge that gap without changing how your reps work. You can take a look or book a short demo here if you want to see what these workflows look like in practice.