Whenever I ask owners or managers of wineries if they use CRM in their trade sales process, I consistently get one of two responses: either “Yes” or “What is CRM?” If they are not already using it, they have never heard of it. If other industries have embraced CRM as a de facto standard for achieving high levels of sales performance, what can explain the drought of awareness in one of the most competitive consumer product categories in the world? The key to this riddle l...