Falling through the Cracks: The Hidden Issue That May Be Crippling Your Sales, Marketing, and Customer Service Databases
The contact database sits at the heart of any successful customer relationship management (CRM) program. Indeed, most CRM efforts aim at improving revenues based on the contact database. But what about the information that never made it into the database at all? The investment in these leads will often be lost—and the sales may go straight to the competition.