In a highly competitive market, organizations try to leverage their profitability by increasing customer retention rates. Organizations seek to identify,collect and analyze information that allows them to perform actions in order to keep customer relationships in an ever-changing business world. CRM -Customer Relationship Management- strategy goals are to anticipate, understand and respond to current and future customer needs. Implementing CRM can be very complex,involving high costs. Technology, training and culture changing investments can be wasted if information collection and utilization processes, which are the foundations of customer relationship, are not treated carefully. Through case studies, this dissertation analyzes how B2B organizations are treating those processes and tries to identify the main issues they are facing. Data were collected through interviews with salespeople and the project managers responsible for the implementation of CRM. The results show the high importance of the sales force in collecting information about customers in B2B organizations and identify a very strong relationship between organization s customer information usage strategy and sales force motivation in providing accurate and comprehensive customer information.