Marketing Automation and Customer
Relationship Management (CRM) Systems
Marketing automation systems
Track steps in lead generation from product awareness to purchase
CRM systems
Manage relationship with customers once purchase is made
Create customer profiles:
Product and usage summary data, demographic and psychographic data,
profitability measures, contact history, marketing and sales information
Customer data used to:
Develop and sell additional products
Identify profitable customers
Optimize service delivery, and so on