CRM is a business tool. Lke any business tool, its objective is tied to money — either making more of it through increased sales, or saving it through greater efficiency. Perhaps because CRM is rooted in sales force automation and hard sales, the customer’s path through CRM has mirrored the customer’s path through the sales funnel. The objective is to get the customer to the end of the funnel and conversion — and then to start applying marketing and service muscle to make sure that customer stays in the fold.
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SCRM Bottom-Line Potential: Profits at Many Points
Posted by: Christopher J. Bucholtz September 29, 2011 05:00 AMCRM is a business tool. Lke any business tool, its objective is tied to money — either making more of it through increased sales, or saving it through greater efficiency. Perhaps because CRM is rooted in sales force automation and hard sales, the customer’s path through CRM has mirrored the customer’s path through the sales funnel. The objective is to get the customer to the end of the funnel and conversion — and then to start applying marketing and service muscle to make sure that customer stays in the fold.