Five Forces Shape The Modern CRM Landscape
Forrester, February 4th, 2020
February 4, 2020,
Volume 263, Issue 1

What is CRM? It's not SFA (sales force automation) and it's not marketing automation

'The business processes and supporting technologies that support the key activities of targeting, acquiring, retaining, understanding, and collaborating with customers.'

. . . that is, to support customers through their entire journey with a company.

Today, companies both large and small widely deploy CRM - not as a singular technology but as a collection of discrete technologies: marketing automation, sales automation (including high-velocity sales), eCommerce, customer service, and field service technologies. These technologies are underpinned by intelligence (analytics, reporting, and AI) and an extensible platform. Read our latest Forrester Wave report to understand the strengths of leading vendors in this space..."

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