Less than 5% of sales call information makes it into Salesforce. You can't improve what you don't fully understand, so Joe says to find a way to see what's working. Find a way to see exactly what your customers are saying. If you have a genuine desire to help customers, you will find time to do it. Having systems for interacting with customers and potential customers is how you eliminate variance at scale, which Joe says is a key to entering high-growth mode.