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Should CRM for sales be separate from CRM for marketing?
Why should marketing and sales breakdown the walls that keep them from optimizing performance?
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2 Answers
Absolutely not - the entire idea of 'CRM' is to integrate Sales, Marketing, Customer Service and other customer-facing operations to allow for a holistic, integrated view (and treatment) of customers.
The functional applications can be 'separate' in order to support the different processes each group must perform, but the data must be integrated and consistent.
If it's not, it should be called 'CRM'.
I'm also in agreement that CRM for sales, marketing and customer service can be separated. Optimizing for functional utility allows effective adoption among the respective audiences. Effective analysis of departmental KPI is much easier to sift through in this form.
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