Summary
For the past 10 years or so, customer relationship management (CRM) and content management (CM) have traveled along parallel paths inside the enterprise. While they have a lot in common -- both are, after all, databases for collecting and organizing crucial enterprise information -- CRM collects structured data about customers and sales, while CM, for the most part, organizes unstructured documents. The problems associated with getting CRM and CM systems communicating are the same types of issues companies face when trying to bring any two disparate systems together. The Salesforce/Koral approach has the potential to solve the CRM-CM integration problem, so long as you are a Salesforce.com customer looking for a content management solution. Over the years, CRM and CM have mostly led separate lives, leaving users to search the two systems and often fail to make logical connections that could markedly increase their understanding of customers and markets.
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Extract
The Courtship of Crm and Cm
While they have a lot in common - both are, after all, databases for collecting and organizing crucial enterprise information - CRM collects structured data about customers and sales, while CM, for the most part, organizes unstructured documents. Even though the two systems have a great deal in common, they have rarely interacted unless someone built a communication bridge specifically designed for the task.
Yet it seems counte...See the full content of this document
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