Customer Relationship Management (CRM) and Enterprise Resource Planning (ERP) are not mutually exclusive. Historically, CRM was considered a front office solution and ERP a back office one: The former used mainly by sales and marketing staff, whilst the latter, locked away in the dusty back office, accessed by only a few privileged finance users or senior operational managers. However, things are changing and the line between the two has narrowed. Companies can now share data seamlessly between the two systems, giving businesses a unique advantage they never had before.
In this article, we explore the be...