Marketing is often the first point of contact on a sales prospect's road to becoming a customer and is thus a crucial piece of any organization's CRM (customer relationship management) strategy. Marketing is also the source of the sales opportunities that drive a company's sales pipeline. Therefore, companies embarking on a CRM selection process should give special consideration to the needs of the marketing department--where CRM offers the potential to improve insight, productivity, and campaign returns.

This white paper from Pivotal provides core principles companies can use to help them ensure that their marketing department's needs are represented when choosing an enterprise-level CRM system.

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