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CRM Fundamentals by Mathew Johnson, Brian Paulen, Scott Kostojohn

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Reporting

Reporting is typically a central element of CRM engagements. Apart from its value as a productivity tool for users and as a mechanism for streamlining and automating business processes, the key value derived from CRM applications is the information needed to make better business decisions, and this information is most often accessed via a report.

Work on reporting appears across CRM project stages:

  • Envisioning: During this stage, the high-level objectives for the project are defined. In many cases, reporting is central to one or more objectives. For example, objectives such as “Gain an objective measure of sales rep activity and performance” or “Understand support costs by product line” suggest that reports will be central to the solution. ...

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