You may not be aware of it, but if you have a CRM module in your ERP software system, then you have a potentially robust marketing tool at your fingertips. And, in a soft economy, any marketing help to can get helps get business to your shop. More than just a means of keeping contact information in an easily accessible computer database, your CRM is also a place of customer purchase decision and behavior wealth. Rather than a sedate depository of information, your CRM is a dynamic fount for your potential growth.
To be sure, there are many marketing automation modules emerging into the software scene that are designed to exist independent of your ERP system and to interface with traditional CRM modules. Short of adding an additional hierarchy in the flow of data from CRM to the marketing module, most instances of these set-ups are perfectly adequate to get the marketing job done. (more…)