Having purchased a new CRM system is not the same as using it successfully just like that. Management can see the benefits in the new system, but you still have to win over individual salespeople in your organization. The arguments that got management on board will sometimes work on the reps. More often, though, a new set of tactics will be needed to drive end-user adoption, because what management likes is what individuals fear: accountability. One of the biggest things is that salespeople often see CRM as a downside to them, and a benefit only for the organization. It becomes a database that nobody wants to update and maintain, and thus a wasted investment.