by Dan Gingiss
Customer relationships are complex. Today, more than ever before, implementations of these relationships touch larger lines of business and require multiple stakeholders of reviewers and approvers. Modern Customer Relationship Management (CRM) solutions are now layers of back-end connections and systems, growing exponentially in capabilities. As a result, the modern CRM system houses data and information that not only manages the day-to-day and forecasted operations of multiple departments, such as sales and marketing departments, but also produces metrics about the effectiveness of their initiatives.