The CRM of the Future Will Recommend New Customers to You Automatically, By Darian Shirazi (@darian314). The last major CRM evolution happened in the early 2000’s, with Marc Benioff introducing a CRM offering that cut costs and allowed for anytime, anywhere access. Darian writes about the next CRM evolution, which will transform the lead generation process from its current expensive, low quality form into a new system that combines Structured Contact Management and Lead Data to incorporate lead generation into the CRM system itself. The evolution of CRM will require full systems integration, and Darian agrees that “it’s important to remember that this marriage will have to allow specific data to be shared across customers.” The new CRM will provide out-of-the-box lead recommendations, identifying potential customers for your business upon first use. The system should also produce true canonical leads, eliminating duplicates across sales and marketing. And lastly, pipeline data views will be customized for the person viewing them, showing a different dashboard for Lead Development Representatives and Account Executives to help both complete their jobs most effectively. Read the full article at Forbes.com!
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