What are some features or areas of improvement that CRM systems and other sales tools could do to help sales reps close deals, find better leads etc? What are features sales reps would love to have in a sales tool / app to help them do their job and close deals faster?
Having been a user and an implementer or both salesforce and zoho, I'd say the answer here is simplicity.
Most sales reps hate administrative burdens. The more the CRM can be set up to be useful and with as few taps as possible, the better. Leave the complex stuff to marketing and management.