--- title: Your Reports Create Awareness Not Accountability | The Sales Blog description: The reason so many salespeople dislike their CRM and the necessary upkeep is that they believe that it is Big Brother. There is some truth in this complaint, and for some sales leaders and managers, sales can boiled down to activity alone—effectiveness and effective leadership be damned. Other “desk jockey” types sit behind the sophisticated […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_1166948956.jpg --- ### [Now booking SKO meetings for 2026/27! Learn more](https://www.thesalesblog.com/authority) [![Iannarino The Sales Blog](https://www.thesalesblog.com/hubfs/2021%20Website/Images/ai-logo-web.svg) ](https://www.thesalesblog.com) - WIN AT SALES - The Sales Environment - [ Sales is broken ](https://www.thesalesblog.com/sales-is-broken) - [ Modern sales ](https://www.thesalesblog.com/revenue-growth-blueprint) - Sales Resources - [ Blog ](https://www.thesalesblog.com/blog) - [ Podcast ](https://www.thesalesblog.com/blog/tag/the-anthony-iannarino-show) - [ Live Training Events ](https://events.thesalesblog.com) - [ Modern Sales Methodologies for Enterprises ](https://www.thesalesblog.com/modern-sales-metholodogies) [![View Events](https://no-cache.hubspot.com/cta/default/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111) ###### Live Training Events ### Upcoming training events & workshops [![Sales Accelerator Training](https://no-cache.hubspot.com/cta/default/2922376/cda2541c-e77c-44de-9752-0a68716d50e9.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/cda2541c-e77c-44de-9752-0a68716d50e9) ###### Online Training Platform ### Sales Accelerator [![Revenue Growth Blueprint](https://no-cache.hubspot.com/cta/default/2922376/b2913e6b-029b-4079-96bb-20e4ad251bc6.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2913e6b-029b-4079-96bb-20e4ad251bc6) ###### #1 Resource ### Revenue Growth Blueprint - [ BLOG ](https://www.thesalesblog.com/blog) - [ SPEAKING ](https://www.thesalesblog.com/speaking) - SALES TRAINING - [ Sales Accelerator + Monthly Webinars Bundle ](https://www.thesalesblog.com/sales-training-events-bundle) - [ For Individual Reps ](https://www.thesalesblog.com/individuals) - [ For Teams ](https://www.thesalesblog.com/sales-accelerator) - [ Events & Other Programs ](https://events.thesalesblog.com) - [ Hire Anthony to Speak ](https://www.thesalesblog.com/speaking) - [ Modern Sales Methodologies for Enterprises ](https://www.thesalesblog.com/modern-sales-metholodogies) - [ EVENTS ](https://events.thesalesblog.com) - [ BOOKS ](https://www.thesalesblog.com/books) - [ ABOUT ](https://www.thesalesblog.com/anthony-iannarino) - [ CONTACT ](https://www.thesalesblog.com/contact) - Hit Sales Targets [![View Events](https://no-cache.hubspot.com/cta/default/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/b2e09c31-23bf-4ae9-b840-9ce632f62111) ###### LIVE TRAINING EVENTS ### Upcoming virtual training events & in-person workshops ###### Improve your win rates [![Speaking](https://no-cache.hubspot.com/cta/default/2922376/2a02e2ae-517f-42dc-a8db-40ef42615279.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/2a02e2ae-517f-42dc-a8db-40ef42615279) ###### Keynotes & Workshops ### Hire Anthony to Speak @ Your Event # Your Reports Create Awareness Not Accountability ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) January 7, 2019 The reason so many salespeople dislike their [CRM](http://thesalesblog.com/2018/08/17/in-praise-of-the-crm/) and the necessary upkeep is that they believe that it is Big Brother. There is some truth in this complaint, and for some sales leaders and managers, sales can boiled down to activity alone—effectiveness and effective leadership be damned. Other “desk jockey” types sit behind the sophisticated dashboard, clicking through to reports and immersing themselves in the details like a military commander in the Rear Echelon, so far from the action that they are unaware of the reality, [the ground truth](http://thesalesblog.com/2010/05/24/discovering-the-ground-truth/). For all the [reports](http://thesalesblog.com/2018/10/26/not-sales-only-commentary/) and reporting, none of them by themselves or combined, generate the real outcome all sales organizations are seeking: accountability. Information generates only an awareness, and is insufficient to the task of creating greater accountability and the reaching of goals (and I say this after spending an entire day generating reports). ## Accountability [Accountability](http://thesalesblog.com/2018/06/16/the-leadership-playbook-accountability-and-consequences/), for many reasons, is a problem for most sales organizations. Some of the lack of accountability is due to legal constraints making it more difficult to impose consequences—even for bad or detrimental behavior. Another reason is that the accountability doesn’t cascade down from senior leadership to the level beneath them, often the result of modeling their prior leaders, and occasionally the result of coming from a culture that was high accountability and assuming everyone has the same culture (something rarer than an honest politician). But there is a more difficult and more prevalent reason for the lack of accountability: the inability or [unwillingness](http://thesalesblog.com/2011/12/21/you-arent-unable-you-are-unwilling/) to create change. ## No Fear of Reports Salespeople aren’t afraid of reports. They also aren’t afraid of dashboards. As Steven Pressfield wrote in [The Warrior Ethos](https://www.amazon.com/gp/product/193689100X?ref_=iannarinosqua-20): “Sociologist tell us that there are two types of cultures: guilt-based and shame-based. Individuals in a guilt-based culture internalize their society’s conception of right and wrong. The sinner feels his crimes in his guts. He doesn’t need anyone to convict and sentenced him; he convicts and sentences himself.” In a shame-based culture, “face” is everything. Pressfield continues: “A shame based culture imposes its values from outside the individual, by the good or bad opinion of the group. The community imposes its code on its members by shunning and public shaming.” Shame works in military groups where it is critical to success, but Pressfield will tell you that here in the West, we are guilt-based, making your shared dashboard impotent in creating change. A culture that lacks accountability does not create an internal sense of obligation and purpose and meaning. I would argue that there is no real feeling of “belonging” and “duty” and “obligation.” Nor is leadership the exemplar. ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2019](https://www.thesalesblog.com/blog/tag/2019) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on January 7, 2019 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. [![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/c9f553be-fbba-4813-9199-95c1603472e7.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/c9f553be-fbba-4813-9199-95c1603472e7) ## Are You Ready To Solve Your Sales Challenges? ![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png) Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2021-06-15T6:22:40 PM", "datePublished" : "2019-01-07 20:39:24", "description" : "The reason so many salespeople dislike their CRM and the necessary upkeep is that they believe that it is Big Brother. There is some truth in this complaint, and for some sales leaders and managers, sales can boiled down to activity alone—effectiveness and effective leadership be damned. Other “desk jockey” types sit behind the sophisticated […]", "headline" : "Your Reports Create Awareness Not Accountability", "image" : { "@type" : "ImageObject", "height" : 16, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/Image/favicon.ico", "width" : 16 }, "mainEntityOfPage" : { "@id" : "https://www.thesalesblog.com/blog/your-reports-create-awareness-not-accountability", "@type" : "WebPage" }, "name" : "Your Reports Create Awareness Not Accountability", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "height" : 24, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/TSB/images/TSB%20Logo%20Dark.svg", "width" : 228 }, "name" : "The Sales Blog" } } ```