AUG 11, 2014 5:00am ET

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Harnessing the Power of CRM Analytics


In a competitive business market, the importance of the system that maintains and fosters growth for one’s customer base cannot be understated. In 2013, expenditures on customer relationship management software increased by 13 percent to over $20 billion, according to Gartner. The technology is not going away anytime soon: Joanne Correia, research vice president at Gartner, notes, "CRM will be at the heart of digital initiatives in coming years. This is one technology area that will get funding because digital business is critical for companies to remain competitive.” With the amount of resources invested in CRM, a company must examine these systems to ensure it is getting the most out of its investment. There are a number of ways to optimize a CRM implementation, but data analytics in particular offers exciting opportunities to drive innovation in the sales cycle. CRM data analytics can enable a business to make the sales process smarter as well as empower field reps with easy access to business intelligence. This is done not only by studying CRM data itself but also by enriching that data with additional information from both inside and outside the organization.

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Comments (1)
I honestly feel that analytics will be getting an overhaul very soon. Great article though! Big data certainly is going to change everything, going to be very exciting once there is a CRM that has hadoop integration. I use to run a small web development business and we used AffinitLive as a CRM and for invoicing and billing ( if links work in here? doubtful...) which made our lives quite a bit easier. Just waiting for a CRM with big data integration meow! please.
Posted by Mike R | Wednesday, August 13 2014 at 8:29PM ET
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