The value of a contact management solution is often determined by how it meshes with a company's infrastructure. For example, some contact management solutions possess certain characteristics that are especially important to small- and medium-sized businesses, but may be less significant to larger, more established companies.


The process of finding the right CRM solution, regardless of a company's size, involves understanding the wide range of options available and then identifying which ones best serve a business's particular needs.

To approach the decision process for a contact management solution in an orderly manner, it is helpful to know exactly what a CRM system can accomplish.

CRM Possibilities
At its most basic, a contact management solution is a database--an electronic storehouse of customer and prospect information. From a more dynamic perspective, a CRM system can become a tool for salesforce automation (SFA). SFA programs can make sales organizations more productive by leveraging the time of key producers and providing management with actionable information. The following are possible components of an SFA program:

• Planning and keeping appointments
• Identifying cross-selling opportunities
• Tracking phases of the sales cycle
• Facilitating the definition and monitoring of territory activities
• Providing the means to efficiently set and track individual and team sales goals