Success with Microsoft Dynamics CRM 4.0: Implementing Customer Relationship Management

5.4. Marketing

Marketing functions within Microsoft CRM are important because they enable an organization to quantify the return on investment from various marketing campaigns, segment groups of prospects/customers in a manner that defines how they will be marketed to, automate the mass creation of sales- and marketing-related activities (for example phone calls, emails, and tasks), and view specific marketing activities for all prospects and customers.

The key is to utilize marketing functions based on the capabilities that are appropriate for your organization. Marketing Lists, Quick Campaigns, Campaigns, and Campaign Responses represent the major areas within Microsoft CRM; we will discuss each of these next. For most organizations, the order ...