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Customer Relationship Management: Getting It Right! by Judith W. Kincaid

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5.1. Understanding the Formality of CRM

Methodologies are alien to many sales reps and marketers who depend on creativity and intuition. They often achieve success through their own inspiration, intuition, and experience. Technology experts are equally creative people. They just use different instincts, tools, and experience in their drive to build the most original and elegant solution to a problem. It is very important to recognize that while the business functions and Information Technology must work together to build a successful CRM program, they have such different backgrounds that they have a hard time even understanding each other. Methodologies and defined roles are the bridge between various perspectives.

5.1.1. Methodology

Because ...

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