“The purpose of business is to create and keep a customer,” said writer and management consultant Peter F. Drucker. And today, thanks to technology, we have more tools than ever to help us with lead generation, conversion and customer retention. One of these tools is Salesforce, the highly popular customer relationship management application. There are many ways you can use Salesforce to automate routine aspects of your business, enable collaboration, and make associates more productive. By doing so, you empower employees to focus on areas that make the best use of their skills, such as reaching out to prospects and customers with a human touch at just the right moment. Here are just a few ways to use Salesforce to free up your associates to do what they do best.