Back in the early 90’s, ‘CRM’ wasn’t even a trendy acronym. You had a few players thinking beyond 'stovepipe' enterprise applications, but not much beyond. Fast forward to 2001. CRM has gotten fat, and the fatter it gets, it becomes more difficult to understand, more expensive to buy, more difficult to implement, and less likely to satisfy - either buyers of the software or their customers. Keep your eye on the ball: your customers, and your business.
here to view larger image Operational CRM Operational CRM is at the heart of what we've previously just called CRM. It includes the components of CRM software that interact with the Back Office applications (such as ERP, SCM, and e-Procurement) in order to get product moving ; it includes all of the business intelligence to automate or help facilitate the daily tasks of the Service, Marketing, and Sales teams, and to move information between them, and out to the Logistics and Financial folk; it also