Retrieving, interpreting, organizing, and utilizing circulating data in the system opens new or more revolutionary opportunities for marketing. Mysticism surrounding marketing decisions is replaced by the objectivity of measurability. The change is taking place fast with technological advances. Today there is no decision on Sales Activity, CRM without analysis of ERP systems, Customer Service or external data providers. Reaching and using real-time data is at the moment the winning strategy. What’s more, consumers are becoming accustomed to, and even expect to receive, relevant, bids from companies that are relevant to their interests and real needs instead of all kinds of uninteresting messages.

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