Integration Is What Counts Putting all these facets into one coherent, organized presentation to the customer could require the services of a systems integrator. It would most certainly require training everyone from webmasters to call center workers to field sales technicians, Close says. There are CRM success stories, she says, but success in a CRM implementation may best be measured by the restraint an organization shows in its goals and expectations. For example, a pharmaceutical company might integrate its database marketing with its field sales automation, a traditional problem in that industry, she says. She notes that small and midsize companies have been able to implement more complete CRM systems because they may not operate globally and may be newer organizations that have fewer business processes to contend with.
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