The Evolution of CRM

How CRM’s evolution is relevant to the value of today’s CRM initiatives


The concepts that define Customer Relationship Management (CRM) today have developed over more than a decade, stemming from very pragmatic and simple beginnings. The advancements through the years were driven by changing market needs, maturity of the business concepts from a critical mass of new ideas, and advances in technical approaches and architectures. This chapter presents the evolution of CRM based on the value achieved by those who undertook the effort. There are four recognizable stages that are important to understand along the progression, as outlined in Figure 1-1.


Customer Relationship Management Customer Information Sales Process Sales Team Marketing Team 
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© Justin Mathena, Aaron Yetter, Hoss Hostetler 2009

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