Sales people are a unique breed... they are often fiercely independant, highly intelligent, and innovative. This means that the great ones sometimes earn a reputation for having a rebelious streak. This is not always a bad thing but it does mean that they will often resist the idea of being put into a box or a "sales process" or a software application. They would rather be focusing on building relationships than updating a CRM.
Because of the nature of sales people, sales managers and CEOs often give in and accept that their sales professionals are just going to do their own thing and as long as they produce results they are mostly left alone. This means that there are still many companies that aren't using a CRM or maybe they have one but no one uses it.
So what's the big deal? Why is it so important to use a CRM for sales?