Despite vendors’ assertions to the contrary, CRM is not all about technology. Technology helps it scale, but CRM is really a discipline. It’s the discipline of creating relationships that benefit both the buyer and the seller. The product we call “CRM” is really great at organizing the data that makes it possible to build relationships. It stores facts and drives some of the activities you need to maintain their health. However, many things that aren’t driven by your CRM technology can have a major impact on relationships.
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