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Success with Microsoft Dynamics CRM 4.0: Implementing Customer Relationship Management by Hoss Hostetler, Aaron Yetter, Justin Mathena

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1.3. The CRM Suite

It was in the mid-1990s when vendors who previously offered only a single Departmental CRM solution began delivering suites of functionality that fit in the CRM Suite stage of CRM's evolution. There are competing theories whether these traditional vendors led the way in adding more breadth to their solutions driven by customer demand, or if they were forced down the path by new entrants in the market that were built on the premise of a single application that consolidated all customer interactions.

Due to the manner in which the industry developed, many of these vendors struggled to successfully retool their applications in a manner that provided consistent depth across the three functional areas: sales, marketing, and customer ...

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