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CRM Fundamentals by Mathew Johnson, Brian Paulen, Scott Kostojohn

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The CRM Software Market

The CRM software market is broad and rapidly changing. Rather than including a detailed catalog of the current leading applications, in this section we will describe some of the key variables across CRM products to help you understand how to compare and categorize applications. These variables include the functional scope, deployment options, application access, and licensing model.

Functional Scope: Full CRM Suites and Specialty Applications

The traditional CRM “suite” includes features to support three front-office business functions: marketing, sales, and customer service. Sales functionality typically includes lead and sales opportunity management and quote development. Marketing functionality allows for segregating ...

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