Marketing is usually the first touch-point a sales prospect has on the road to becoming a customer and is thus a critical part of any organization's customer relationship management (CRM) strategy. Marketing is also the source of the sales leads that drive a company's sales activities and pipeline. Accordingly, as companies embark on a CRM selection process, they should give special consideration to the needs of the marketing department, where CRM offers the potential to improve insight, productivity, and campaign returns.

How can a company ensure that the marketing department's needs are represented when choosing an enterprise-level CRM system? This white paper provides core principles companies can use to help them select a CRM system that each marketing team member feels was built just for them.