Sidebar: CRM: It All Begins With Data

By Ira Breskin

December 15, 2003 12:00 PM ET

Recommended

(6)

Digg

Twitter

Share/Email

Computerworld - A CRM system succeeds or fails based on whether it's readily supplied with high-quality data. At Baxa Corp., an Englewood, Colo.-based maker of machines used in hospital pharmacies, a CRM project stalled because of data integration issues. "Our key problem was recognizing the fact that data about our customers were in many different databases," says Marian Robinson, Baxa's vice president of marketing.
Now the company hopes to jump-start the CRM project by using middleware that links disparate data sources together, thus laying the right groundwork for a CRM analytics system it plans to purchase in the near future.
Robinson says the key goal for Baxa will be to use CRM to bolster sales or generate more profitable sales, not to simply automate or organize sales data and marketing efforts. The latter tasks can be handled by cheaper sales force automation software.

Recommend Digg Twitter ShareThis

Email Print Send Feedback Reprints

Jump to comments

CRM

Additional Resources

WHITE PAPER

Do You Know the 7 Steps to Successful Data Migration?

Approximately 60 percent of data migration projects overrun time or budget, while some fail completely. Download this white paper, "Enhancing Your Chance for Successful Data Migration," to learn the critical steps you need to take to execute a data migration project with minimum cost and risk to your business.

WHITE PAPER

Total Cost of Ownership of Server Computing Vs. PCs

Read the Gartner research note to learn why the TCO of a server-based computing deployment used to deliver all applications to users is around 50% lower than that of an unmanaged desktop deployment.

WHITE PAPER

IDC White Paper: Linux in a Global Recession

Economic downturns have a tendency to accelerate emerging technologies, boost the adoption of effective solutions, and punish solutions that are not cost competitive or that are out of synch with industry trends. This IDC White Paper presents the results of an IDC survey of 330 companies in Western Europe, Asia/Pacific and the Americas that measures the receptiveness to Linux and takes into consideration changing views driven by the disruptive economic environment that businesses face today.