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Microsoft Dynamics CRM 2013 Marketing Automation by Sandeep Chanda, Alok Singh

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Marketing automation with CRM

CRM has been passively used for a long time by marketers as a customer data repository and as a mining source for business intelligence reports as they perceived CRM to be a more sales focused customer data application. The importance of collaboration between the sales and marketing teams has inevitably evolved CRM into a Revenue Performance Management (RPM) platform with marketing features transforming it into a proactive platform. It can not only record data effectively, but also synthesize, correlate, and display the data with the powerful visualization techniques that can identify patterns, relationships, and new sales opportunities.

The common steps involved in marketing with CRM are shown in the following figure: ...

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