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With 26 percent of the market, Salesforce has a massive lead over its competitors in CRM other big names in this space include Oracle, SAP, Adobe, and Microsoft. One of the reasons that CRM, ERP, and marketing automation aren’t as distinct as they should be in the popular mind is that Salesforce, the giant in the CRM field, is also trying to work its way into the ERP and marketing automation spaces as well. (Read more about the distinction between CRM and marketing automation and CRM and ERP.) Salesforce: CRM and beyond These three tools can work in sequence - the output of the marketing automation process goes into CRM, and CRM info on completed sales should go into ERP - but each of them represents a distinct domain, and truly the only people who should have login privileges on all three systems are your IT staff. ERP coordinates the process of actually producing and delivering products to the people you sold them to, and managing the financial information about those sales.CRM aims to converts leads into contacts, which is to say leads that have expressed interest in buying your products, or have bought in the past and, you hope, will buy again in the future.Ultimately, the purpose is to gather leads (contact info on prospects) to hand them off to the sales team.
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Marketing automation is all about low-cost effective communication with potential customers, or prospects, mostly in the form of email and social media contacts.marketing automationīefore we move further, we need to clarify the difference between CRM and a couple of other terms you might have heard thrown around in this space: marketing automation and ERP. While there is some conceptual overlap - all three involve storing, analyzing, and making use of customer data to improve business processes - the three actually occupy distinct niches, and learning what those are helps clarify what each tool does: For example, if someone has a mortgage, a business loan, an IRA and a large commercial checking account with one bank, it behooves the bank to treat this person well each time it has any contact with him or her. Company analysts can then comb through the data to obtain a holistic view of each customer and pinpoint areas where better services are needed. This collected data flows between operational systems (like sales and inventory systems) and analytical systems that can help sort through these records for patterns. CRM systems link up each of these points. One company, for instance, may interact with customers in a number of ways, including email campaigns, web sites, brick-and-mortar stores, call centers, mobile sales force staff and marketing and advertising efforts. Next, the organization must look into all of the different ways information about customers comes into a business, where and how this data is stored and how it is currently used.