Why CRM Is So Hard and What To Do About It:
Data is key to making CRM work
Barry Briggs - April 30, 2002

Introduction

Over the next five years, companies will spend $150 billion to reinvent sales, marketing and service. Customer relationship management (CRM) is the hub of this turning wheel, and data is the axle. It's why Gartner calls managing customer-related data the number one obstacle to getting a return on CRM investments...