Customer Relationship Management is an essential part of a marketing plan.

Gigaom

When I joined Salesforce.com in 2002, the question was, why isn’t enterprise software as easy to use as Amazon.com? That simple idea transformed an industry and gave rise to a $24 billion dollar business. With enterprise cloud computing, the technical barriers to CRM adoption were overcome, providing a clear path to CRM success.

A little more than ten years later, I believe we are on the precipice of another disruptive shift. The question we are asking today is, why aren’t companies able to operate with the same data-driven intelligence as an Amazon? As I see it, there are at least two major obstacles holding us back.

  1. The first obstacle is that CRM databases start empty. When you start your trial there are a couple records of demo data, but really it is up to you to fill it up. Sure there are add-on products where you can pay-per-record to…

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