Effective CRM is driven by knowledge from data. Quite often, internal solutions are not optimised. For example, we’ve experienced internal systems where back-end databases have to support many business functions beyond marketing, such as finance and HR, leaving the marketers with a solution that lacks the essential characteristic of agility.
Sticking in-house is a bit like only eating one cuisine without knowing that more tasty options exist.
Commercial and operations director
G2 Data Dynamics