Summary
CRM is the foundational front-office technology that manages lead, opportunity, and customer data for marketing, sales, and customer service organizations. It enables enterprises to access a 360-degree view of customers in real time, driving personal experiences along the customer journey. This report is the essential guide to 1) advancing your business strategy by understanding how CRM delivers business value; 2) organizing its technology capabilities; and 3) conducting a value-based gap analysis before selecting a CRM.
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