An integrated approach to CRM

02/18/2013 | B2B Lead Roundtable Blog

Customer relationship management solutions often involve several integrated software elements, such as marketing automation and e-mail systems. "By integrating marketing automation with CRM [software], companies are able to get a better picture of their buyers and a better picture of how their marketing investments impact their revenue," said Heidi Melin of Eloqua. Companies may differ in the types of software they need and in which departments have responsibility for each piece.

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