Marketing functionality

CRM Marketing refers to tools or features which automate or help manage marketing processes.
This could include:

  • Campaign management
  • Lead management
  • Web and social media management
  • Multi-channel customer journey management

CRM software applications

A multitude of software solutions have been developed to manage customer relationships.

While there are differences between these applications there are a number of common features which provide functionality to manage key aspects of the customer lifecycle.

  • Marketing
  • Sales
  • Service

Social, mobile and analytics (including big data) are new generation features.

These solutions address the key customer management processes: targeting, acquisition, retention and collaboration. Underlying these pillars and core to the success of the organisation and the CRM application is understanding the customer and managing the experience.