Your sales team should have one and only mission, generate revenue, right? Actually there is something else, that is as important as revenue for your company's survival, that your sales team is generating and you don't even realize it. Sales professionals spend most of their day in contact with key players in your industry, such as prospects, partners, customers, and competitors. All those interactions give them access to fresh data regarding your product, market trends, competitors' movements, and many more. The problem is that most tech companies fail to make the most out of those interactions, by not training the team to pick up on what's important, and having the right processes and tools for it.